While the New England Patriots and the Seattle Seahawks watch film and study Xs and Os preparing for Sunday’s Super Bowl XLIX, other teams will be busily planning real-time marketing for the Big Game.
Yes, teams of marketers are looking forward to game time just as much as football fans. But this year, real-time digital marketing strategies around the Super Bowl will be very different than years past, predicts Tamara Gaffney, principal analyst at Adobe Digital Index (ADI).
1. Real-Time Social Execution And Optimization
Last year, Gaffney said, was the year of the social media war room, with Oreo having started the trend. Many of the big companies gathered their marketers in a room to watch the game, hoping for the perfect moment to insert their brands into the social media chatter.
“I think that because social media has become more about links and videos this year, and less about images, it changes the whole notion of what the ‘war room’ needs to be,” Gaffney told CMO.com. “The point of a social media war room is to have all of the necessary marketers and counterparts in the same room to aid in the quick turnaround of some real-time marketing cleverness. Now that everyone’s mastered that concept, this year’s Super Bowl winner—from a marketing standpoint—must master quick creative execution and optimization.”
That’s going to be difficult, especially in the case of video, which is difficult to produce well at any time, let alone on-the-fly. But it’s not impossible, Gaffney said. Likely, marketers have been planning around this for some time, devising different possible scenarios that might play out and prepping appropriate video content.
Besides this increased focus on videos, Facebook algorithm changes will make 2015 very much about link posts as well. Share of posts with a link are on the rise, up 69% year-over-year (YoY), according to ADI, while text posts continue to drop. Share of total text posts is down 77% YoY.
2. Bigger International Appeal
Another big change for marketers is that this year's game will have a bigger international audience than ever before. That has as much to do with the mere availability of the broadcast as anything else. It is no longer just a television event, but can also be accessed via online and mobile channels.
According to ADI, the NFL now sees about 21% of its social buzz from countries outside of the United States.
Such international appeal means advertisers get to cast a wider net this year, Gaffney said, whichmeans potentially exposing their brands to consumers who might never have heard of their products or services.
3. Mobile’s Role Will Be Huge
Another prediction from ADI has to do with the huge—as in, bigger-than-ever-before—role that mobile will play. The reminder for marketers is to make sure that every component of their communications during the Big Game is mobile-optimized. Consumers will likely be watching the game and simultaneously surfing the Web and social channels via their mobile devices.
According to ADI, Web site visits for automotive (24%) and media (26%) increased during the 2014 Super Bowl, compared with an average Sunday, with many of these site visits originating on mobile devices.
Additionally, digital advertising clicks were up 15% during last year’s Super Bowl, compared with the average Sunday in 2014. Media ads saw a 19% increase.
Also of note, more than a third of online video viewing of special sporting events in 2014 occurred on mobile devices. ADI predicts mobile consumption of Super Bowl content and mobile traffic to advertisers’ Web sites will reach record levels this year: Nearly 50% of visits to Super Bowl advertisers’ sites on the day of the Big Game will come from mobile devices.
4. Marketers Will Laugh And Cry
Visually and emotionally evocative or humorous marketing will make an even bigger impact in 2015, according to ADI, as digital marketing becomes more commonplace and as a greater number of marketers realize they can capitalize on the Super Bowl even if they can’t afford the $4.5 million tab for a 30-second spot.
“The increasingly crowded landscape of marketers in digital trying to capitalize will make creative excellence all the more important,” Gaffney said.
In fact, marketing continues to move to more visual practices, with Google Shopping Ads on the rise in Q4 2014, with 20% share of clicks.
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About Adobe Digital Insights
Adobe Digital Insights publishes research on digital marketing and other topics of interest to senior marketing and e-commerce executives across industries. Research is based on the analysis of select, anonymous, and aggregated data from more than 5,000 companies worldwide that use the Adobe Digital Marketing Cloud to obtain real-time data and analysis of activity on websites, social media, and advertising.
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