This year's Super Bowl comes as brands navigate an economic downtown and social media upheaval. All of this has created challenges as well as new opportunities in Big Game marketing.
On Feb. 7, Ad Age's Super Bowl Playbook will explore the trends and emerging technologies that will shape Super Bowl advertising.
From QR codes and generative AI to TikTok and influencers, brands will continue to lean into new tech and incorporate social moments into their Super Bowl marketing. At the same time, the precarious economic environment has forced some companies to cut back on spending and the economic downturn is expected to lead to commercials that are more humorous and light-hearted in nature.