When the Super Bowl is discussed in our industry, popular topics include exorbitant ad costs, big-impact creative, impressions, social engagement and the topic du jour. This year there seems to be lots of talk about the pros and cons of debuting your ad on YouTube before the big game.
Just as important, if not more so, is a question that's often overlooked because it's just not as sexy. Perhaps that's because it's cumbersome, intimidating and hard to solve. Yet today the answer to this question is the biggest differentiator between successful brands and brands that are rapidly falling behind:
During the biggest annual marketing moment of the year, what are you doing about data?
How should you harvest customer data from your Super Bowl buy? What should you do with the big pile of data once you have it? How can you mine the millions upon millions of impressions to reveal golden insights that will benefit your brand's digital relationship with customers?
If you didn't put the right systems in place to track and collect data this year, here are some tips for next year:
- Embed your own customer data capturing system (tracking pixel) within your video ads and in third-party sites where ads are being viewed, such as YouTube. This will ensure that you own your campaign data instead of trying to leverage a third party's information post-campaign.
- Set up a Super Bowl campaign landing page on your brand's site (such as Brand.com/superbowl) to lead customers through an ad-serving tag process so you can better reach them in the future.
- And if you want to take it to the next level, audio match your ad (via the Shazam app, for example) to ensure that interested customers arriving via this platform will be redirected through your ad-serving tag, making it possible to capture and leverage their data.
Of course, many of you may be amassing a mountain of data from your Super Bowl efforts already. Now what should you do with it?
Super Bowl ads are a little tricky. Someone may watch your ad three times on YouTube because they just can't get enough of the cutest puppy ever. That doesn't mean they will drink your beer.
The following are some ways to identify the people who are actually interested in your product, affording you a sizable, accurate new customer database:
- Cookie match to a third-party vendor (like a data management provider or a trading desk/ad network) for segmentation on demographics and psychographics.
- Cookie match to your existing data for segmentation, remarketing, look-a-like targeting or RLSA advertising via Google Adwords.
The Super Bowl is arguably the biggest annual tentpole advertising event in the U.S. It's also widely viewed and appreciated globally. Do everything you can to fully maximize the man hours and money you are investing in a Super Bowl ad by having a very clear data strategy and plan to capitalize on all the eyeballs you get before, during and after the game.
About the Author
As president of iProspect, U.S., Jeremy Cornfeldt leads iProspect's strategy, product offerings and client services teams. A true visionary, Jeremy builds on the agency's strong foundation and core offerings to drive growth and champion the agency as an emerging digital performance powerhouse. He has extensive experience building strategic relationships with large, complex brands. For the last 11 years of his 20-year career in marketing and advertising, Jeremy has held key roles within the Dentsu Aegis Network, including overseeing the Global Media Partnerships team and working hand-in-hand with Facebook, Apple, Microsoft and Google.
Across the globe, iProspect makes digital marketing human by creating the connections brands need to stay ahead and giving businesses a tangible advantage. Marketing has changed. As digital extends into all areas of our lives, every tweet, status update and video is a potential customer touch point. While this gives advertisers great opportunities, it also means customers expect more. Audiences today want services and content that meet their needs, wherever they are, whatever they're doing. By putting the customer at the center, iProspect creates simple, effective strategies that connect with people across every channel–and grow business in measurable ways.