Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Social Media Boost Return on Super Bowl Ad Dollars

03.02.2011
Despite the high cost of advertising during the Super Bowl — commercial time has sold for upwards of $3 million per 30-second ad — the big game continues to attract sponsors interested in reaching a vast audience for their products.

Marketing expert Scott Hamula says those sponsors are also finding more ways than ever to expand that audience through the use of social media.

“It’s likely that Super Bowl XLV will have more ads directing viewers online than ever before as marketers look for greater ROE — return on engagement,” said Hamula.

“In a tough economy, marketers more than ever scrutinize their advertising. They want to know what’s working and what’s not. CEOs, COOs, CFOs and CMOs like numbers. So, short of using elusive sales figures, ads that drive traffic to a microsite or that get consumers talking online are valued because they are immediately accountable. Ad agencies can say, ‘Look, this campaign is successful! We got x number of hits at our site or “likes” on our brand’s Facebook page.’ Plus, brands get the added benefit of interacting with consumers in some sort of virtual experiential environment which could result in a strong ROE for the ad dollars spent.”

An associate professor of integrated marketing communications in the Roy H. Park School of Communications at Ithaca College, Hamula points out that advertisers begin making connections with viewers way before kickoff. Pepsi, for example, is using the Internet to engage consumers with an opportunity to view five consumer-created Doritos and five Pepsi Max ads and vote on which will air during the Super Bowl.

“It’s fascinating how a marketer can drive traffic to a website and have people attentively watch just commercials!”

Hamula says that advertisers appear to be bullish on the February 6 game, which will be televised by Fox, as ad inventory sold out quicker than in recent years. He notes that some advertisers who cut back in the past are returning (BMW), and with a vengeance (Pepsi). Some newcomers to the Super Bowl include Groupon, Best Buy, Pizza Hut and CarMax. For the first time in about a decade, the big three Detroit automakers — General Motors, Chrysler and Ford — are all buying time.

For more information, contact Scott Hamula at shamula@ithaca.edu or (607) 379-3730.

Scott Hamula | Newswise Science News
Further information:
http://wwww.ithaca.edu

Further reports about: Advertising Dollars Social Impacts Super Bowl commercials

More articles from Business and Finance:

nachricht How Strong Brands Translate into Money
15.11.2016 | Kühne Logistics University - Wissenschaftliche Hochschule für Logistik und Unternehmensführung

nachricht Demographic change depresses tax revenues
04.11.2016 | Fraunhofer-Institut für Angewandte Informationstechnik FIT

All articles from Business and Finance >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Significantly more productivity in USP lasers

In recent years, lasers with ultrashort pulses (USP) down to the femtosecond range have become established on an industrial scale. They could advance some applications with the much-lauded “cold ablation” – if that meant they would then achieve more throughput. A new generation of process engineering that will address this issue in particular will be discussed at the “4th UKP Workshop – Ultrafast Laser Technology” in April 2017.

Even back in the 1990s, scientists were comparing materials processing with nanosecond, picosecond and femtosesecond pulses. The result was surprising:...

Im Focus: Shape matters when light meets atom

Mapping the interaction of a single atom with a single photon may inform design of quantum devices

Have you ever wondered how you see the world? Vision is about photons of light, which are packets of energy, interacting with the atoms or molecules in what...

Im Focus: Novel silicon etching technique crafts 3-D gradient refractive index micro-optics

A multi-institutional research collaboration has created a novel approach for fabricating three-dimensional micro-optics through the shape-defined formation of porous silicon (PSi), with broad impacts in integrated optoelectronics, imaging, and photovoltaics.

Working with colleagues at Stanford and The Dow Chemical Company, researchers at the University of Illinois at Urbana-Champaign fabricated 3-D birefringent...

Im Focus: Quantum Particles Form Droplets

In experiments with magnetic atoms conducted at extremely low temperatures, scientists have demonstrated a unique phase of matter: The atoms form a new type of quantum liquid or quantum droplet state. These so called quantum droplets may preserve their form in absence of external confinement because of quantum effects. The joint team of experimental physicists from Innsbruck and theoretical physicists from Hannover report on their findings in the journal Physical Review X.

“Our Quantum droplets are in the gas phase but they still drop like a rock,” explains experimental physicist Francesca Ferlaino when talking about the...

Im Focus: MADMAX: Max Planck Institute for Physics takes up axion research

The Max Planck Institute for Physics (MPP) is opening up a new research field. A workshop from November 21 - 22, 2016 will mark the start of activities for an innovative axion experiment. Axions are still only purely hypothetical particles. Their detection could solve two fundamental problems in particle physics: What dark matter consists of and why it has not yet been possible to directly observe a CP violation for the strong interaction.

The “MADMAX” project is the MPP’s commitment to axion research. Axions are so far only a theoretical prediction and are difficult to detect: on the one hand,...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

ICTM Conference 2017: Production technology for turbomachine manufacturing of the future

16.11.2016 | Event News

Innovation Day Laser Technology – Laser Additive Manufacturing

01.11.2016 | Event News

#IC2S2: When Social Science meets Computer Science - GESIS will host the IC2S2 conference 2017

14.10.2016 | Event News

 
Latest News

Simple processing technique could cut cost of organic PV and wearable electronics

06.12.2016 | Materials Sciences

3-D printed kidney phantoms aid nuclear medicine dosing calibration

06.12.2016 | Medical Engineering

Robot on demand: Mobile machining of aircraft components with high precision

06.12.2016 | Power and Electrical Engineering

VideoLinks
B2B-VideoLinks
More VideoLinks >>>