Most Monday-morning marketers and advertisers will want to know which Super Bowl ad was the winner of last night’s big game. And internet marketers and video content producers will also want to ask an even tougher question: Was that top Super Bowl ad worth the money?
Let’s start with the winner. According to Unruly’s 2013 Super Bowl Ads Chart, which ranks brands’ social videos from the big game based on the amount of times content has been shared on Facebook, Twitter and in the blogosphere, 2013 BUDWEISER SUPER BOWL AD - THE CLYDESDALES: “BROTHERHOOD.”
”Brotherhood” has basically gone viral. It is by far the most shared Super Bowl 2013 ad so far, with over 1.5 million shares and 5.5 million views (that means one out of every 3.6 people who saw it shared it).
But, more interestingly, it has become the third most shared Super Bowl ad of all time - after just five days. To put this into context, “The Force: Volkswagen Commercial” - the most shared ad of all time - managed around 700,000 in six days.
Dan Best, Planning and International Activation Director at Unruly, says, “Budweiser’s Super Bowl ad, ‘Brotherhood,’ has really touched a nerve, becoming the third most shared Super Bowl ad of all time in just five days. So despite all the ads from autos brands, it’s real horse power which won the day.”
He adds, “Bearing in mind that the average Super Bowl ad attracts 55 percent of its shares a month after Super Sunday, ‘Brotherhood’ certainly has the form to overtake ‘The Force’ to become the most shared commercial of all time. The only thing that could hold it back is whether it boasts the same global appeal as ‘The Force’ did.”
Best concludes, “It’s not surprising the ad is so popular. It’s really taken on board the fact that ads which elicit the strongest, most positive emotions are the most shared. ‘Brotherhood’ does this by using their extremely popular Clydesdale horses to tell a heart-warming tale of an enduring friendship, eliciting very strong feelings of warmth, nostalgia and happiness. The choice of Fleetwood Mac's iconic track ‘Landslide’ is also a masterstroke.”
So, was “Brotherhood” worth the money?
If 1.5 million people share your Super Bowl ad, but sales of Bud remain flat for the next few months, then was it worth over $7 million to buy the 60-second spot? Or, might it indicate that people feel the foal in your Super Bowl ad is adorable, but think your beer still tastes like horse piss?
The video ad reflects the findings in a new report that Adobe just published which says that Super Bowl Advertisers Can Expect a 20% Increase in Web Traffic.
The Adobe Digital Index team analyzed visits and page views to companies that advertise on TV during the Super Bowl show a 20 percent increase in visits on the day of the game and maintain higher than average traffic for a week following the game. However, by the week after that, all is forgotten and traffic returns to its normal levels.
The chart below shows visits leading up to and following the Super Bowl in 2011 and 2012:
In 2012, more and more brands launched Super Bowl videos online before the game. The chart above shows that traffic for advertisers peaked much earlier in the cycle prior to the Super Bowl.
However, the week following the Super Bowl saw a lower lift of 12 percent more page views versus 15 percent in 2011 and 12 percent more visits in 2012 versus 23 percent in 2011. These findings indicate that the previews were more likely to pull traffic forward than increase the overall impact. Clearly, optimizing the digital returns from Super Bowl advertising is still a work in progress.
For advertisers and marketers, this begs a couple of questions: “Should I supplement my Super Bowl ad spend with online video to reach a more affluent and targeted audience with more measurable results?” Or, “If I can’t afford America’s most expensive 30 seconds of airtime, can I take advantage of the event in other ways online?”
A recent interview of Jon Kaplan, manager of U.S. sales at Google Inc., by Deirdre Bolton on Bloomberg Television’s “Money Moves” suggests that advertisers should be saying “yes” to the first question.
So, what would it cost to extend the life of a Super Bowl ad on YouTube?
Well, a standard Homepage Roadblock in the U.S. costs about $500,000, but it can be had for about $300,000 if an advertiser is flexible on dates. And a Homepage Roadblock makes you the only advertiser on YouTube’s homepage in the U.S. for a full 24 hours. That’s seen by about 23 million viewers, which is equal to a top-rated TV show.
And another Hompage Roadblock option lets you own the YouTube homepage around the world for a full 24 hours. Homepage advertising averages 205 million global impressions and over 70 million unique global users a day. So, YouTube homepage ads offer a huge canvas for your brand and they enable you to create deeply engaging user experiences that can extend the life of your Super Bowl ad.
Meanwhile, a test conducted over the weekend suggests that marketers should be saying “yes” to the second question, too.
Liana “Li” Evans, the CTO of Get City Dealz, reports that at least one small business in the French Quarter of New Orleans has used a YouTube video and a press release to sell Roger Goodell VooDoo Dolls.
Here’s the backstory: Get City Dealz, a recently launched daily deals site in New Orleans, teamed up with Jazzy Nola, a newly opened French Quarter boutique, to help them both reach out to tourists and visitors just in time for both the Big Game and upcoming Mardi Gras celebrations.
On Saturday, Feb. 2, 2013, they used Business Wire’s Smart News Release to promote Jazzy Nola’s tongue-in-cheek voodoo dolls featuring “G-O-O-D-E-L-L” beads, a tiny football, and a heart with both a fleur de lis and black pin through it. These hand-made voodoo dolls were a huge hit with the local New Orleans crowd. When the store first opened they sold out of their first supply in a matter of days and they expect a big rush on these as well once the deal hits the social networks.
Oh, I should mention that the Roger Goodell VooDoo Dolls cost only $28 on Get City Dealz, a savings of $7. And the official price for a six pack of Budweiser is $6.99. There must be a connection in here somewhere. If you find it, let me know.