Super Media Sunday: Making The Most of Advertising Campaigns on Social
January 30, 2015
The Super Bowl is every advertiser’s dream. Millions, upon millions of viewers are glued to their televisions. But, TV time is pretty costly, and quite frankly not always the best solution or investment for everyone. This year, a whopping 30 seconds of airtime will cost $4.5 million. If your advertising budget can’t stomach the $4.5 million price mark – don’t worry – because there are plenty of other ways to get in front of consumers.
Consumers spend a lot, and we mean a lot, of their time during the Super Bowl on the “second screen” browsing Facebook, Twitter, Instagram, and Snapchat. This poses a key opportunity to engage consumers online with spontaneity and a more cost-effective way to spend those ad dollars. To put it into perspective, one 30-second Super Bowl TV ad is equivalent to 6.8 billion impressions on Facebook.
Consider that during last year’s Super Bowl 381,605 tweets per minute were reported in the third quarter alone. That comes out to 24.9 million tweets for the game. That’s a whole lot of Tweeting, and a whole lot of opportunity to directly engage with consumers on a top of mind topic. Similarly, Facebook reported that 50 million unique personal profiles each had more than 185 interactions (likes, comments, posts) related to the game.
So while some of the more predictable online conversation during this years Super Bowl may be about #Deflategate, #BeastMode, or #TomBradyUGGs, there are plenty of great ways to connect on a deeper level with your customers on game day via owned and paid content. For example:
“The Big Game” Targeting Segment: Facebook announced early last week that marketers will have access to a Facebook-made Custom Audience of people who are talking about the Super Bowl, which will add people in real-time as they talk about the game. This offers brands the opportunity to connect instantaneously with Super Bowl enthusiasts on Facebook to ensure their ads are reaching people engaged with the game.
Create Interest-Based Targeting Groups: Using Facebook’s Custom Audience and lookalike audience tools, it’s easy to build target groups of people that affiliate with a certain sports team, live in a specific area (like Seattle or New England), or meet other more specific criteria such as, “people that have searched for jerseys on my e-commerce site” using data from your CRM or website. On Twitter, you can target people based on the Twitter accounts they follow (think ESPN or sports teams) or latch on to specific trending topics to get your brand in front of an audience who otherwise may not see your Tweets.
Continue the Conversation Across Screens: If your brand is already advertising on the big screen, continue the conversation and keep your brand front and center by advertising on social platforms. Or, if you’re not advertising on TV, pick up the conversation anyway by commenting on things that happen during the game or during notable commercials.
Don’t Spam, and Stay Relevant: No one likes an internet spammer. Engage appropriately with consumers and other brands. Like a great football coach, add value to the conversation by listening first, then speaking directly to consumers’ ideas and preferences. Consumers are more likely to react positively to your social media posts if they are creative, relevant, and spontaneous.
Create a Post Super Bowl Plan: You probably have spent weeks planning out an extremely strategic Super Bowl advertising strategy for the big game on Sunday. However, don’t stop the planning there. By leveraging Facebook and Twitter, you can retarget users who interacted with your brand or visited your website during the game, delivering ads and content at a later date. Create a post Super Bowl plan to ensure you’re making the most of the ad dollars spent during the game.