Super Bowl Ads On Mobile Don't Encourage Brand Interaction


The majority of consumers watching the Super Bowl would like to take action on their mobile devices, based on television commercials -- but most didn't, according to findings released Monday by the Mobile Marketing Association and Session M.

In fact, 21% want to see more commercials inviting them to interact with the brand on a mobile device and be rewarded with incentives and content for their actions.

Michael Becker, the managing director of the MMA, said mobile is the one media that turns radio, television, print and out-of-home media into interactive media. "Brands need to respond in context based on the type of device, time of day and geographic location," he said.

Search engines also need to play a role, helping marketers connect with location, time and other parameters that feed into mobile to gain relevant responses. "You'll start seeing real-time bidding solutions, as I'm conducting a search to make sure the correct offers serve at the perfect time," Becker said. "Then there's the personal interest graph that will overlay on search results to serve real-time content."

During the Super Bowl, 91% of viewers used their mobile devices during the commercials -- most responding to the ads -- but only 35% reported completing a follow-up action on their phones after an ad aired, according to findings.

Companies like PunchTab, which power nearly 15,000 active loyalty programs reaching more than 22 million consumers every month, support engagement and loyalty platform programs on social channels such as Facebook, Twitter, Instagram, video and ecommerce platforms. The company created 15,000 giveaways to date with nearly 10 million entries.

Zoove has been allowing consumers to call **NFL to receive a link in a text message to download the app NFL Mobile. The digital becomes measureable through data companies. On Monday, comScore said it now collects data on more than 1 million smartphone users, 400,000 tablet owners and 150,000 households with connected home devices, such as game consoles and smart TVs.

4 comments about "Super Bowl Ads On Mobile Don't Encourage Brand Interaction".
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  1. John Grono from GAP Research, February 5, 2013 at 8:16 a.m.

    Do 91% of US people own a smartphone?

  2. Laurie Sullivan from lauriesullivan, February 5, 2013 at 9:25 a.m.

    [participating in the survey]

  3. John Grono from GAP Research, February 5, 2013 at 9:46 a.m.

    [in the survey conducted on mobiles perchance?]

  4. John Douglas from DG, February 5, 2013 at 2:53 p.m.

    I disagree that it's somehow the responsibility of search engines to drive this... or even twitter for that matter. Consumers have been using dual screen for years and in all that time, advertisers have yet to really capitalize on that behavior. But with the growth in tablets and the increase in apps, there's no longer an excuse for advertisers to let their TV messages and mobile advertising be managed and treated as separate executions. Specific mobile ads can be synchronized with TV ads in near real time --- creating the very opportunity this article is highlighting. I'm not suggesting hash tags and URLs be removed from art cards, but I am suggesting that there's no reason for a user to have to actively request an opportunity to engage with a brand if they've already got an ad-supported app sitting on their ipad.

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