Move over TV, real-time digital advertising is the next battleground of Super Bowl marketing. While TV spots still command the most viewer attention during the Super Bowl, digital ads that are delivered on the fly are a rising channel for brands to engage their audiences during big moments.Whereas marketers spend months developing and testing the perfect TV commercial for the Super Bowl, real-time commentary, if done well, adds another layer of savviness to a brand. For instance, more people most likely remember Oreo's timely tweet during the blackout of Super Bowl XLVII than the TV spot that it spent millions on.
More businesses are acknowledging the value of real-time engagement. When asked to name a marketing tactic that will mark Super Bowl 50, Russell Sprunger, advanced data strategy lead at Google, replied, "dynamic creative that's delivered in real time" during a recent presentation hosted by Revana, a digital marketing firm and subsidiary of TeleTech, a customer experience solutions provider.
Although Twitter is the go-to platform for live messaging, it faces growing competition from other data giants like Google and Facebook. In January, Google introduced Real-Time Ads which allow brands to "instantly run an ad across YouTube, hundreds of thousands of apps, and over two million sites in our Google Display Network with a message that ties directly to the big moment consumers just experienced," said the company in a blog post. Website building and hosting firm Wix.com is one example of a brand that will be running Real-Time Ads on the web during Super Bowl 50.
And on the same day, Facebook launched Sports Stadium, a dedicated page where users can find content about specific games, including posts and commentary from friends and experts, as well as live scores and stats.
But participating in real-time conversations isn't enough to drive actual marketing results. After the Super Bowl is over, it's up to brands to convert brand awareness into revenue with meaningful customer experiences. As Don Peppers, founding partner at consulting firm Peppers and Rogers Group, (also a subsidiary of TeleTech), noted, "a good customer experience is frictionless." In other words, the brands that win the Super Bowl will be those that marry relevant advertising with an easy way for consumers to further engage with the brand through the channel of their choice.
Indeed, "the real trophy for this Super Bowl," noted Forrester Research Analyst Erna Alfred Liousas in a statement, "will go to behind-the-scenes marketers who orchestrate paced, highly-targeted campaigns that maximize the audience potential per channel, while simultaneously working towards a common business goal."