Five Surprising Stats About Pre-Super Bowl Advertising Every Marketer Should Know

70 Million

As of this morning, our Pre-Super Bowl Advertising Scoreboard shows consumers have viewed Super Bowl official teasers and spots on YouTube roughly 70 million times. To put this in perspective, this is like 7,700 years of continuous viewing. And this is on You Tube alone – that does not count other social networks and publishers talking (and showing) all things Super Bowl-related.

Oh, and by the way: we still have two more days until the Super Bowl.

Last year, commercials released on YouTube before they aired during the Super Bowl drove 2.5x more views on average than those released on game day.

Punchline: 100 million Internet users watch online every day. During the time leading up to the Super Bowl, it’s even greater. If you have plans to release something Super Bowl-related and your business objectives support it, release and promote your content, early…like, yesterday.

3 minutes 8 seconds

That is how long Toyota’s “To Be a Dad” spot is. That feels like a long time to promote any car, let alone Toyota’s bold, new Camry. However, consumers are enthralled with it, with over 2.1 million views on YouTube alone. In a world where marketers, agencies and pundits advocate publishing snackable content, brands are realizing that inherent value of long-form video. In the case of Toyota’s Camry or Coke’s “Kid President” or P&G’s “Like a Girl,” these advertisers are shirking the 30-second spot and using digital as forum to tell stories that move their consumers.

Here’s a notable fact: the top ten ads on YouTube in 2014 averaged three minutes in length.

Punchline: Consumers are willing to watch memorable, compelling stories about your brand. In a sea of bite-sized content, digital is a great way to provide native, long-form content.

2,154

The number of re-tweets a Boston bakery received from hundreds of Twitter users just days after selling under-inflated football cookies in the wake of #DeflateGate. The small bakery received monster level press including People, The Today Show, Sports Illustrated, CBS Sports and Boston magazine.

Clearly, you don’t have to be a big brand—with big pockets—to take advantage of Super Bowl hoopla.   “Participating in real-time conversation in a fun and playful way is a shrewd and clever tactic to ensure your brand gets visibility,” says Paul Calento, founder of Adknowledge’s TriVu Media, the largest buyer of YouTube advertising on behalf of clients and agencies. Punchline: Pay attention to the cultural and online conversation to take advantage of Super Bowl hype; the ability to move quickly and show a sense of humor never hurts. On its Facebook page, the bakery wrote: “Looks like our pastry chef let a little too much air out of these cookies to make them regulation cookies. But come on down and get them before Roger Goodell.” Cute.   

7 hours

That’s how long it took for GoDaddy to pull its planned Super Bowl ad from YouTube. The spot racked-up a quick 70,000 views, but commenter sentiment was negative by a 10-to-1 margin.  At 3:45pm on Tuesday, GoDaddy CEO Blake Irving announced he was pulling the ad:  

Pushing the envelope is required, but tricky. In a world where the scarcest resource on the planet is human attention, a brand needs to stand out. But understanding the difference between “hilarious” and “appalling” is tricky.

Punchline: Have someone in the room that can play devil’s advocate and, if necessary, have the courage and conviction to pull the ad.

1 + 1 = 5

In the end, combining online video ads with subsequent TV rotation can be a 1 + 1 = 5 strategy. It’s a symbiotic relationship that reinforces and builds upon each other. With over 110 million homes with televisions, the TV is still king when it comes to reach, but online reaches audiences where TV viewership is lower, specifically young adults.

The 18-34 demo, for example, spends 44% more time watching online video and 36% more time watching YouTube than the average online user, according to comScore.

So video channels like YouTube can address these younger, valuable targets through reach and with more frequency.

About the Author

Anita Newton

Anita Newton is the VP of corporate marketing at Adknowledge. She led marketing at P&G, Sprint and AMC Theatres, as well startups including Zave Networks (acquired by Google). Anita continues her entrepreneurial work by advising startups like Trellie and Mighty Green Solutions. She is based at Adknowledge's Kansas City headquarters.

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