Marketers are getting ever wiser about how to get the most out of their Super Bowl ad buys. Here are five major trends that Adobe Digital Index is tracking that should get marketers to think differently about where and how they promote their products leading up to Sunday's game.
Social is more complicated. Social channels, a key digital marketing strategy in past years, will become even more complex. Facebook algorithm changes mean marketers will become less dependent on the image and more dependent on the video or link post. That means more complicated content, generated nearly in real time, will continue to stretch creative teams beyond even last year's frantic pace.
2015 will be the year of the link post. Adobe Digital Index shows that share of posts with a link are on the rise, up 69% year over year, while text posts continue to drop. Text posts share of total is down 77% year-over-year.
Brands who advertised during the game saw 6.5 times more mentions than their top competitors in 2014. Using social buzz to predict future trends is the next frontier for social marketing.
Organic impressions, down 32% year over year, will continue to decline in 2015. Brands will need to increase their posts or pay for impressions to get access to the large Super Bowl audience. Interaction with those organic posts is 26% higher on Super Bowl Sunday than on an average day.
Digital video means a wider audience. Alternate viewing platforms, such as gaming consoles and other over the internet options, brings sports advertising to the masses. Adobe Digital Index shows TV-Everywhere consumption was up 108% in the third quarter of 2014 compared to the same period in 2013.
Devices such as Xbox and Apple TV are replacing desktops in the living room, with over 10% share of viewing coming from these types of devices as desktop share continues to slide.
Android devices and gaming consoles have the most engaged viewers for TV Everywhere content. Both show users consume more than eight video starts per month.
International viewers can now tune in too. Digital video also means Super Bowl viewership becomes more international, as other countries have greater access to viewing the game in real time. Other leagues have also gained international viewers thanks to digital video options. Adobe Digital Index shows the NBA is the most international tracking geo-tagged social buzz, with 39% of its buzz coming from outside the U.S. The MLB gets 24% international buzz, while the NFL gets 21%. That's a boon for brands looking for a way to increase global brand exposure.
In the U.S., the NFL is the No. 1 most social sport, with more mentions prior to the season than any other pro league. During the NFL season, 10 of the NFL sponsors had nearly 500,000 mentions with its brand and the NFL in the same post.
Mobile means more viewers and shoppers. Expect consumers to use mobile devices to view the game and to visit advertisers' websites on Super Bowl Sunday. Mobile consumption of Super Bowl content and mobile traffic to advertiser's websites is at record levels. Mobile visitors are becoming even more valuable as larger screen phones equipped with mobile wallets improve the ROI for each mobile visit.
Over one-third of online video viewing of special sporting events in 2014 occurred on mobile devices. Mobile accounted for 16% of all online sales during the two-month holiday shopping period, but played a much bigger role on key online shopping days. On Black Friday, mobile accounted for 28% and on Thanksgiving it accounted for 29% of online sales. The majority of mobile buying was done via iOS devices. In fact, nearly half of all mobile sales came from customers using iPads.
Nearly 50% of visits to Super Bowl advertiser websites on that day will come from mobile devices.
Digital wallets has seen an increase in adoption since the launch of Apple Pay. In fact, 35% of consumers said their mobile phones let them pay for goods and services via a digital wallet technology, and 47% have actually used their device to make a digital wallet payment.
A great funny or moving ad is crucial to stand out in this crowded multichannel landscape. Arresting visuals, emotionally evocative stories or humorous marketing will help you breakthrough as digital marketing becomes more commonplace and a greater number of marketers realize they can capitalize on the Super Bowl, even if they can't afford the $4.5 million price tag. The increasingly crowded landscape of marketers in digital trying to capitalize will make creative excellence all the more important.
Adobe Digital Index shows marketing continues to move to more visual practices. Google shopping ads are on the rise with a 20% share of clicks in the fourth quarter.
Sundays have the largest share of clicks from mobile search, while Mondays rule desktop search, and Friday rules for social.
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