What Are Super Bowl Ads Worth?
With the big game looming, we thought we’d take a minute to talk Super Bowl advertising. Yes, the reach of a Super Bowl ad is immense and the lure of attracting that volume of prospects is attractive, but the question becomes: what’s the ROI really on a massive campaign like that? What are Super Bowl ads worth? Is there a better way to attract your best customers?
What Are Your Super Bowl Ads Worth?
This year, a 30-second ad during the Super Bowl costs $5 million, perhaps explaining why there are still slots available as of the day we write this post. In addition, brands estimate that they’ll spend at least another 25% to market the ads. Why?
For starters, not everyone will watch the game. While the audience that does watch is indisputably large, some Americans won’t even turn the game on. Companies will therefore tease their ad in advance of the big game to build interest and hopefully encourage viewers to tune in. From social media campaigns hinting at the spot running during the game to teasers of the full ad to events geared toward supporting reviews of the game’s ad spots, big name advertisers can easily spend $15 million by the time it’s all said and done.
Furthermore, most Americans who do watch the game will do with some other distraction in-hand. They might be texting their friends, checking Facebook, or snapping Super Bowl party pics. Their attention is divided between the TV and at least one other device, and therefore they are not 100% focused on the game itself or any ads. In fact, 73% of viewers will be watching the game on two screens.
Finally, likely due to the nature of the game itself, Americans view the ads surrounding the Super Bowl as entertainment. They do not see the ads as real factors influencing their actions, as part of their unique buyer’s journey. So, if you don’t have an unlimited marketing budget – and the percentage of companies that do is quite small – what are those Super Bowl ads worth, if they’re not converting customers?
We Have a Better Solution!
No one knows your customers better than you do. You know their demographics, their likes and dislikes, their location and you might even know their shopping habits. Knowing your customer makes finding them and talking to them directly a really easy task.
How so, you ask? Well, at Purplegator, we’ve eliminated noise and wasted impressions from the equation. Why blast your message at millions of people who will never want or need what you’re selling? What spend millions on leads that won’t actually turn into sales?
With your clear business objective and your ideal customer, we can create a campaign that delivers results. How? By serving ad units to them, on a platform they both use and trust, with a message that is sure to delight. Mobile devices contain a wealth of information about the people using them, and the apps they use the most further identify them.
The beauty of mobile advertising is that ads push directly to your ideal customers on their mobile devices when they are most likely to react to message. Whether it’s a carousel ad on Facebook or a mobile ad on the ESPN app, the message is relevant and timely, creating engagement and therefore causing interaction. This is how you acquire legitimate, valuable leads that result in sales.
We’re pretty sure you have something better to do with the millions that you could spend on a Super Bowl ad – like grow your business via a tangible, measurable campaign. So give us a shout. Let’s talk about reaching your ideal customer with a message that will prompt action and initiate a sale.
We’re Purplegator. We eat, breathe and sleep mobile (so you don’t have to).