ANA/4A's AD-ID To Help Track Super Bowl Ad Effectiveness

Super Bowl LIX ads running on Fox this year will have AD-ID tags embedded in the ads to help advertisers connect with consumers, measure campaign effectiveness, deliver relevant creative ads, and attempt to avoid wasting ad dollars.

“Live events seem to drive a lot of attention for advertising and measurement,” says Nada Bradbury, CEO at AD-ID. “Creative ads coming into the system for the Super Bowl will have an AD-ID attached. It’s like a UPC code.”

Most publishers use AD-ID for live sporting events for a variety of reasons. The company offers high-profile major supporting events something that Bradbury called “talent tracking.” because SAG-AFTRA -- the union for actors -- requires it when talent appears in an ad.

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AD-ID provides the advertiser with a unique ID code or tag. It's a unique sequence of numbers embedded in a Vast code, watermark or trafficking instructions accompanying a creative that ensures the ad is placed and tracked appropriately.

The company also provides associated metadata that reflects the content of the creative.

The ID is usually attached to an ad creative, either by the advertiser or the agency. This is the case with Fox.

More than 62% of consumers will tune in this year to the big game just to view the ads, according to an AD-ID commissioned survey of 2,083 U.S. adults at least 18 years of age between January 15 and January 17, 2025. About 1,729 of them plan to watch the Super Bowl this year.

Some 48% of past Super Bowl viewers said they have changed their mind or their opinion about a company or brand because of its Super Bowl ads.

Some 85% of U.S. adults plan to watch the Super Bowl this year. Among those who plan to watch, 62% say they will tun in more for the ads.

Women viewers are more likely than men -- at 23% and 14%, respectively -- to say they will tune in to see more of the ads.

Viewers ages 65 and up are more likely than younger viewers to say they are tuning in more for the game this year.

Super Bowl ads are highly anticipated, given that 50% of all U.S. adults agree that they often watch and re-watch some of the ads after the game, whether they plan to tune into the game or not.

Some 66% of viewers ages 18-34 are more likely to say they will go back and re-watch ads than older viewers. The remainder of the age demographics include 76% of those 35 to 44 years old, 70% of those 45-54 years old, 64% of those 55-64 years old and 53% of those 65 years and up.

About 81% say Super Bowl ads that evoke emotion are more memorable than ads that showcase new products and features. About 4 in 5 of viewers, at 79%, prefer a humorous or lighthearted ad over ones focused on the tough topics in the real world.

“It surprised me that 4 out of 5 people want to see something endearing or laugh, rather than see something heavy,” she said. “About 80% said they want to see Super Bowl ads that evoke some soft of memorable emotion.”

AD-ID is a joint venture of the Association of National Advertisers and the American Association of Advertising Agencies.

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