Which is most valuable: the Super Bowl spot, or the social media and mobile extensions?

Replies to This Discussion

Permalink Reply by Pat Coyle on February 3, 2011 at 2:59pm

This just in: Apple and Campbell's say iAds are twice as effective as TV read article

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Permalink Reply by Remco Tevreden on February 3, 2011 at 3:13pm

I think social media and mobile extensions add more value. You need to stay innovative. The sportfans/ consumers simply get a blind spot for the (old) traditional advertisement spots

 

 

http://www.sportmanagement.cc

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Permalink Reply by Kristen Sonsma on February 3, 2011 at 3:21pm

I don't see the TV spots going away as for some brands that visual and audience size is very powerful. However, I think the social media/mobile side has more opportunity for more interation with the fans. The viral side of social media allows for brands to reap the benefits of a positive campaign even after the event takes place.

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Permalink Reply by Mark Gallo on February 6, 2011 at 12:58pm

Social media allows brands the opportunity to own an entire week of super bowl chatter instead of winning USA Today's Super Bowl Ad meter award. Case in point, Volkswagen Commercial: The Force. This was brilliant. 12 million views before the game!

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Permalink Reply by Dan Lobring on February 3, 2011 at 3:23pm

Best case scenario is an integrated combination of all three. Can't view a TV ad as just as one-off, needs to be part of a integrated strategy including social media. We tackled this issue on MediaPost recently -
Does Super Bowl Spending Equal Super Returns?

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Permalink Reply by Mike Chan on February 3, 2011 at 4:42pm

Cop out answer, but of course it depends on what objective the brand is trying to achieve. If it's awareness, I don't think the value of any single media placement can compare to a super bowl ad spot. But the accompanying social media and mobile components will have a greater impact on the middle of that marketing funnel - consideration and preference and ultimately conversion.

 

Also, the question is tough to answer because the impact of the two options are not mutually exclusive. The Super Bowl ad wouldn't have as much value without the social and mobile extensions, and the social and mobile extensions wouldn't have as much value without the Super Bowl ad.

 

@mikewchan

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Permalink Reply by Pat Coyle on February 3, 2011 at 4:51pm

It's all very Gestalt, isn't it? Each component has value which is heightened by the presence of the others. The whole is more valuable than the sum of its parts. I think the only way to judge the total value of each component is over time. TV provides the big bang. Social and mobile live on well beyond the event.

 

;-)

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Permalink Reply by Mark Gallo on February 3, 2011 at 5:13pm

Most valuable asset is the :30/:60 commercial itself in the game. Nearly 100 million people will watch your ad and hopefully will make it "water cooler" talk at the office tomorrow morning. The end result  and goal of ads, social media is word of mouth advertising from trusted resources. Twitter has allowed you to create lists, Facebook has groups and the list goes on. All these forums are ways for people to receive trusted advice/recommendations. By running an ad in the Super Bowl, advertisers are buying the best return possible for their brands.

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Permalink Reply by Kristen Sonsma on February 3, 2011 at 5:26pm

Mark - Great response!

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Permalink Reply by Mike Mahoney on February 3, 2011 at 5:23pm

I believe they work better together. They should complement each other and extend the life of the SB spot.

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Permalink Reply by Tim McGarry on February 3, 2011 at 6:07pm

I agree with Mark and Kristen about the power of the Super Bowl TV ads.  The novelty of a Super Bowl TV ad is pretty powerful.  This is one of the few times where commercials take center stage, and I don’t think this should be overlooked.  Brands that want to be talked about on Monday morning need a TV spot.

 

That being said, I think the most effective campaigns will use TV commercials to leverage social media campaigns.  A few of the top brands are embracing social media in their TV ads this year, and it will be interesting to see how this is received.

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Permalink Reply by Mark Gallo on February 4, 2011 at 2:41pm

Tim,

 

2 or more methods are always better than one. The case I was  making was if you have to choose between 1 or the other and a decision needs to be made where to invest resources, the investment in the spot advertising is more valuable. Companies that are spending the going rate needed for in game advertising are forcing social media chatter about their decision already. Getting both of best worlds with 1 buy.

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