Though our interest has waned a tad considering that none of our teams actually made the cut, there is as always plenty of anticipation for the marketing bonanza–er, sorry, NFL football championship–that is the Super Bowl. We expect more industry insight as we head towards the Big Game on Feb. 3, and some post-game thoughts afterwards. So, let’s begin with this ditty from Tony Winders, SVP of marketing at L.A. based in-image ad platform, GumGum. Here, Winders advises marketers on digital plans that extend beyond the TV blitz.
As big brands prepare to spend big money to advertise on CBS during Super Bowl XLVII – reportedly $3.5 million for a 30-second spot – smart advertisers are finding more resourceful ways to reach the Super Bowl’s audience online.
While it’s hard to match the impact of television or the captive audience of consumers as hungry for the ads as they are for the game, use of contextual and audience targeting in the days and weeks surrounding the Super Bowl can extend the reach of a television buy and give advertisers who can’t otherwise afford it a way to associate their brands with the biggest television sporting event of the year.