Football fans are paying records prices for tickets to the big game between Seattle and New England this Sunday. But they aren’t the only ones ready to invest a lot of cash into making Super Bowl XLIX a perfect event. Marketers are also driving to score big points with fans when it comes time for kick-off. Not surprisingly, they’re doing it in fresh, technology-driven ways. Social and mobile are now very much a part of the game plan. Modern-day Super Bowl advertising has become multiplatform. Here are a few defining trends that we can expect to see this year:
Get ready for new mobile-consumption marketing records
Mobile visitors are becoming even more valuable. Larger smartphone sizes mean more people feel comfortable logging longer viewing times on their devices. Recent metrics from the Adobe Digital Index illustrate this potential.
Alternating viewing platforms will drive new ad opportunities
Digital video consumption brings sports advertising opportunities to the masses via alternative viewing choices such as over-the-top platforms and gaming consoles.
Real-time digital video empowers a newly international viewership
Super Bowl viewership is set to become more international than ever as other countries have greater access to viewing the game in real time via digital video. That phenomenon isn’t just confined to one sport. The NBA is the most international in terms of geo-tagged social buzz, with 39% coming from outside the U.S. The MLB is in second place with 25% and the NFL is third with 21%.
Social media will be a key marketing strategy
According to the Adobe Digital Index data, the NFL is the #1 social sport in the U.S., with more mentions prior to the season than any other pro league. During the season, 10 brands among NFL sponsors had nearly 500,000 mentions featuring their name and the NFL in the same spot. With that said, social will remain a key digital marketing strategy this year and will become even more complex. With Facebook changes, marketers will become less dependent on the image and more dependent on the video or link post.
Brand will get more bang for the marketing buck in the digital space
As digital marketing becomes more common, visual, emotional and humorous marketing is set to make an even bigger impact in 2015. As a greater number of marketers catch on to the idea that they can capitalize on the Super Bowl, the increasingly crowed landscape of advertisers in the digital ecosystem means creative excellent will be all the more critical.
Marketers are preparing their A-games, and the field awaits the best competition that money and creativity can buy. However you watch the game, advertisers will be innovating and reaching out for your attention during this year’s Super Bowl. In the game of brand image and awareness, the championship will be decided online.