Big Trends in Super Bowl Marketing

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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%.

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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.

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3 thoughts on “Big Trends in Super Bowl Marketing

  1. kkprice says:

    I can see how the NFL is one of the biggest events on social media. It is widely popular. I live in a houseful of men so I know there is no shortage of content available to them concerning the games,the scores, injury reports, rumors, stats, etc. When I was looking at my Twitter feed this evening it was obvious what was trending – #SuperBowl, #HalfTimeShow, #Seahawks. Plus, there were some good advertisements that were making hot social media topics – the Lost Dog, #LikeAGirl, and the Doritos Middle Seat commercial.

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  2. libby815 says:

    New media and traditional marketing platforms are becoming increasingly intertwined — Super Bowl XLIX proved that last night. Twitter reported more than 28 million tweets about the Super Bowl were made globally beginning at kickoff and up until 30 minutes after the ended. Facebook saw over 65 million posts about the game alone. Perhaps the most popular social media outlet of all was YouTube, which estimates that 4.4 million hours were spent watching Super Bowl commercials and teaser ads. The music service Spotify was also impacted by Super Bowl events. Katy Perry’s streams increased 85 percent following the half time show in which she starred. Missy Elliott saw an increase of 676 percent in streams as a result of her Super Bowl appearance. Needless to say, the Super Bowl had a big impact on those involved across all realms of media.

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  3. Lauren Le Beau Reynolds says:

    Emerging media has had a significant impact on the all of the national sports leagues and changed how consumers interact and engage with their favorite teams. Prior to live digital video fans could only watch sports games outside of their local broadcast network, or geographic location, if they purchased an extra sports package through their cable company. Before cable broadcasting consumers had extremely limited access to sporting events outside of their geographic location. This made it nearly impossible for a consumer to follow a team or player in another part of the country and also limited the number of games consumers were exposed to.

    Based on the history of consumer’s exposure to sporting events and because consumers now have access to any team in the NBA, NBL, NFL and NHL, do you think we will begin to see a change in how teams establish and maintain their fan base? Marketers of these major league teams can no longer rely on geographic location to automatically produce a certain number of fans.

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