In today’s landscape, advertisers no longer need to rely solely on TV to reach their audience during the game. Today’s viewers consume media on an average of 3.64 digital devices which means that advertisers are able to connect with their audiences in multiple mediums, across multiple devices all at once! That’s a heck of a lot more impressions than 110 million viewers watching the game.
Let’s explore a few trends that we’re seeing leading up to the Super Bowl including: cross-device media consumption, how advertisers are using behavioral science in their ads to influence their audience, and lastly, how brands are saving money by using channels other than TV.
CROSS-DEVICE MEDIA CONSUMPTION
Having this insight, advertisers can target across device and connect the commercial they’re running during the game to a targeted mobile ad, a sponsored social post, and a digital display ad – all of which can be accessed on multiple devices.
In fact, in 2016, Adobe published a study stating that 1 in 3 consumers watch the Super Bowl on a device other than TV.
Adobe’s study also revealed that 8% of Millennials said they’d re-watch Super Bowl ads on their mobile devices and would be 3.5 times more likely to watch Super Bowl ads on Facebook, YouTube, and Twitter than the Gen X or Boomer demographics.
So what’s this mean to brands? Well, for brands without those multi-million dollar budgets, they now have more power and opportunity than ever before to engage with 110+ million consumers via lower cost channels, streaming spots, and variations of the ad in apps, YouTube, or other social media channels.
Meanwhile, brands with the budgets to run those $5 million, 30-second spots can and should be capitalizing on the opportunity to engage across devices by driving viewers from their TV spot to an online experience. Whether it’s a landing page or asking viewers to engage on social media, this extended participation often drives greater awareness and brand recall.
BEHAVIORAL SCIENCE IN ADVERTISING
Commercials aired during the Super Bowl are often thought of as the “best of the best”. Brands and agencies sweat blood, tears, and money to develop and produce their best work.
Why? Because other brands are doing it, but even more so, because of their reach potential. The Super Bowl is the most watched event of the year!
Behavioral science, neuromarketing, and behavioral economics have all become buzz words in the business world, as marketers further tap into their audiences’ mindsets to uncover what motivates behavior and drives action.
Let’s take a look and see how a major brand has leveraged behavioral science in their Super Bowl spots.
Behavioral Science Principles Used: If you watched the spot prior to reading this, you might have a hunch that I’m about to reference a behavioral science principle known as the Status Quo Bias. This essentially states that people are more comfortable doing what they’ve always done, even when a really good offer presents itself. This Tiffany & Co. spot is a teaser with Lady Gaga about being different and breaking away from who you are or what’s expected. Something that both she and the brand are good at.