The ad spending for future super bowls and other big events are changing. The advertising attraction for these big events used to be their ability to reach a massive audience. While these events still reach a massive audience, the evolution of digital advertising not only offers similar reach, but marketers have realized that blanketing content to a mass audience isn’t always the best form of advertising.
The article points out some interesting statistics that point out the capabilities of digital advertising to reach a similar audience as big event at a fraction of the price. Let’s look at super bowl 50 as an example.
It would cost $1.9 million to run an ad programmatically across premium sport sites every monday night for the duration of the football season.
There are 13 million weekly viewers that tune into watch monday night football.
Digital Advertising Alternatives
In 2015 there were 17 monday night football games. That equals a reach of 221 million views over the course of one season.
The point of these stats is to show that what was once the ultimate stage to reach a huge number of people is now joined by other platforms buy telemarketing leads which have the capability to reach just as many people. According to facebook, there are 1.04 billion daily active users on the platform. The possibility to reach a huge number of people is now in the hands of businesses of any size.
Because of resources like digital advertising and social media, marketers have shifted their focus from reaching the max amount of peoplto creating a unique experience for each person. Scott mclean, co-founder of the consultancy the intelligent marketing institute, explains how the shift has occurred.
“as the advertising costs soar, not just for the 30 second slot but for the entire campaign, then there will have to be a rigorous focus on the end-to-end audience engagement journey. How will all the activities, including the ad, be structured to take the audience on a buying journey?”
How can you relate?
So why should this matter to you if you don’t have any plans to spend millions of dollars on an advertising campaign with air time during one of the most popular sporting events in the world? Because the trends highlighted on the world’s biggest stage create opportunities to see how the industry is changing.
Let’s sum up this article to hopefully make it a little bit clearer
Content should live longer than a 30-commercial. It should be promoted and gain the attention of a valuable audience leading up to highly viewed event.
Once it’s viewed, it should create intention IT Cell Number to be shared through social platforms and live on for continued viewing.
Don’t focus only on reach. Instead, create a digital advertising campaign that create an easy buyers journey.
Define your target audience to effectively manage your advertising budget. Find out who is going to buy your product and spend money talking to those individuals.
