Advertising during the Super Bowl is a privilege for any advertising professional, not only because of the one hundred million people tuning in every year — making it the most watched program in the US — but also because of the incredible amount of resources it takes to buy a spot, develop an ad, and execute a campaign correctly.
Between 2018 and 2022, I’ve had the privilege of leading Paid Media for Anheuser Busch, the biggest in-game advertiser. Since this is the first year in a while I don’t have to worry about putting out fires and negotiating last-minute requests related to running 4-8 ads in the Super Bowl, I thought it would be fun sharing some of what I’ve learned.
Here are nine lesser-known things about Super Bowl advertising and some of my tips from experience.
Attention is the most valuable resource in the advertising industry. It is a prerequisite for message reception, encoding, and ultimately, the ability to change perception and drive behavior. As advertising legend Bill Bernbach said, “If your advertising goes unnoticed, everything else is academic.”
While the idea of measuring and optimizing for human attention to improve advertising effectiveness is becoming more prominent in the industry, thereare still those who believe it’s a concept too ephemeral to properly be measured or too marginal to grant the investment needed to make it mainstream.
This adverse perspective is often driven by a limited understanding of the nuances around this topic or a deliberate effort to protect a business interest. While there’s little I can do about the latter, I want to help address the former. I do so here by laying out some of the foundations for a constructive conversation around this fundamental resource.
Inspired by the 2019 State of Digital Marketing report by Luma Partners, I’ve decided to combine what they have shared with some of the data points I’ve been collecting over the past few months and come up with my 4 predictions for the TV and video industry in 2020 and related trends over the next two or three years. Based on these predictions, we can also speculate what advertisers and companies should do to keep their competitive edge.
There is this weird distinction in the advertising industry between “performance marketing” and “brand marketing”, where the former usually refers to the highly-trackable, data-driven spend, where the other is awareness-creation, emotions-driving, hard-to-measure-impact kind of spend: the most obvious example of the two are SEM and TV advertising. Continue reading