Missed Mobile Opportunities In The Super Bowl

Marketers that spend big on Super Bowl ads often miss out on opportunities for mobile.

This year, it will cost marketers and advertisers $5 million for a 30-second spot during the game. But it’s what comes after those 30 seconds that makes an ad successful in this day and age, says Jeff Hasen, founder of mobile consultancy Gotta Mobilize.

Amish Tolia, co-founder of Pear, sees a similar problem: “The consumer is evolving so quickly and their behavior, regardless of demographic, is evolving… brand roles also have to evolve.” His company helps brands reach grassroots audiences at scale through local sponsorships.

While some of the ads shown in previous years have been memorable (think Danny Trejo in Snickers’ Brady Bunch spoof), Hasen says that kind of ad could have been done 20 years ago and no one would know the difference.

Many of the most successful cross-screen campaigns have come from marketers building a database of an audience to retarget on different screen. For example, Arby's ran a successful campaign that incorporated a simple retargeting text message with the option to opt in to more offers. It got 650,000 responses and were able to build 172 local databases off of that data.

Marketers and advertisers have not built a relationship with consumers in which they expect device interaction with an ad will reward them in some special way.

Observers should not base their strategies off those on display at the big tentpole events this year, Hasen says. “Mobile marketing is a 12-month-a-year activity. Some of the most effective campaigns will happen outside of these big events.”

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