Is a $4.5 Million Super Bowl Ad Worth It?

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Photo Courtesy of Google Images

Aside from every viewer in America going to bed last night most likely still pondering why offensive coordinator, Darrell Bevell did not call a play to hand the ball off to one of the most aggressive running backs in the game, Marshawn Lynch; another question some may have been subconsciously wondering is “Whether or not a 4.5 Million Super Bowl Ad is Worth It?” This article posted to CNN Money by Paul R. LaMonica is extremely intriguing and explores both sides to the debate.

Many companies justify spending $4.5 million on a 30-second Super Bowl Ad by rationalizing how it is the one time you can reach more than 100 million people. In addition, many viewers (myself included) tend to be more interested in the Ads than the game itself which deters so many of us from switching the channel, muting the TV to engage in conversation with our friends, or hitting fast forward on the DVR remote. Essentially, this article brought awareness to the fact that the price for super bowl commercials will more than likely increase year to year and how will companies continue to afford this expense? Many will continue to pay these big bucks, but many will have to look for cheaper methods of advertising such as viral YouTube Videos, Twitter and Facebook posts and they are smart to do so! As I’m sure many of you can remember from two years ago, Oreo stole the Super Bowl…with a Tweet and capitalized on a situation that was happening in real-time through the power of social media.

Photo Courtesy of Google Images

Photo Courtesy of Google Images

“Relevance is Key.” You need to make sure your brand is connecting and resonates. Oreo had the right message at the right time and it made complete sense,” said Francois Petavy, CEO of eYeka, and online crowdsourcing firm.

The line that resonated most from the article stated, “Ads must be a mix of “old and “new” media”. Yes, of course paying millions to run an ad during the super bowl can have a huge impact on a company, but this isn’t enough. People now are looking to social media as their news feed. It is not enough to just create 30 seconds for television. It almost appears as if people don’t necessarily need to pay attention as closely as they were before because they don’t fear that dreaded feeling of missing out (FOMO). This is in large part due to the fact that everything is being captured via social media along with comments and active engagement. “According to a poll of more than 400 consumers by Salesforce, Jeff Rohrs, Vice President of marketing insights for Salesforce, estimates that nearly two-thirds of the Super Bowl viewers will also be using Facebook while watching the game and that younger viewers will be most active on Twitter and Snapchat”. This statement alone demonstrates the change in our culture and our large dependency on social media. For most companies, it would be wise to understand the monumental breadth that social media has to offer and reap the advantages. Press is press, whether it is good publicity or bad. Not everyone may have loved the friendly, dancing sharks that accompanied Katy Perry or the two-minute comeback of Missy Elliott, but these performances are now trending on social media and will remain at the forefront for quite some time.

To read the entire article, click on the link below:
http://money.cnn.com/2015/01/30/media/super-bowl-viral-ads/index.html

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