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Super Bowl Ads – Biggest Waste of Money for Brands?

For millions of people, the Super Bowl is as much about the advertisements as it is about football.  This is especially true for marketers.  With the average cost of a 30 second spot during the super bowl raising to about $4.5 Million this year, it just makes sense to wonder what other marketing could be done with that money.  Programmatic Ad Platform, Rocketfuel, has done some research to really answer that question.

To start with, they found that for just $3.8 million, a company could buy out every ad impression that is available on all of the major digital ad exchanges during the entire Super bowl.  They estimated $1.50 CPM, and 2,542,573,344 total ads being displayed during the four hours that the game was on.

Yes, that’s right.  For less than the cost of one 30 second ad spot, a company could essentially buy out the entire Internet!

Of course, that is not the only option.  Brands could also buy out every single advertisement that gets displayed on YouTube’s home page.  For 11 days!  Or maybe you’re a Twitter fan?  If so, you can get 37 days of continuous sponsored trending status.

If you’re looking for a more targeted approach, you could opt out to buy up all the ads on all of Turner Networks, which includes TNT.tv, CNN.com, NBA.com, AdultSwim.com and many others.

So, the big question is why on earth do brands shell out millions of dollars for such a brief ad spot?  Surely the return on investment must be great, right?  As it turns out, this is not actually the case. RocketFuel looked at the conversation improvement rates related to Super Bowl ads and found that there is virtually no bump in sales at all!

While most of us will have little influence on the way major brands spend their ad budgets, we can at least pat ourselves on the back for not being the biggest idiots in marketing.

You can read the full report from Rocket Fuel HERE.

Pesach Lattin
Pesach Lattinhttp://www.adotat.com
Pesach "Pace" Lattin is one of the top experts in interactive advertising, affiliate marketing. Pesach Lattin is known for his dedication to ethics in marketing, and focus on compliance and fraud in the industry, and has written numerous articles for publications from MediaPost, ClickZ, ADOTAS and his own blogs.

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