Our Super Bowl coverage continues, now with an entry from Brenda Fiala, who’s spent the last three years in New York as SVP, strategy at Blast Radius and had worked for several years as a strategist at Diageo during her career. Here, Fiala has some sage advice for big game advertisers. So, why waste your time with our drivel, read on.

That which drives sales works. That which does not is a huge failure.

Advocacy and social vitality succeed when they drive sales, and that’s why launching the ad in social media prior to the Super Bowl is worth it if the ad connects with audiences to start sales sooner—as in before the actual game. Unfortunately, too many pre-Super Bowl ad launches may fatigue the audience’s patience over time.  TV is still a funny medium in that its effect on brand sales cannot be directly measured. Digital ads, however, are less ambiguous as drivers of sales.

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