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 firstname.lastname@example.org or (607) 379-3730.
Scott Hamula | Newswise Science News
Frugal Innovations: when less is more
19.04.2017 | Fraunhofer-Institut für Arbeitswirtschaft und Organisation IAO
Europe's microtechnology industry is attuned to growth
10.03.2017 | IVAM Fachverband für Mikrotechnik
An international team of physicists has monitored the scattering behaviour of electrons in a non-conducting material in real-time. Their insights could be beneficial for radiotherapy.
We can refer to electrons in non-conducting materials as ‘sluggish’. Typically, they remain fixed in a location, deep inside an atomic composite. It is hence...
Two-dimensional magnetic structures are regarded as a promising material for new types of data storage, since the magnetic properties of individual molecular building blocks can be investigated and modified. For the first time, researchers have now produced a wafer-thin ferrimagnet, in which molecules with different magnetic centers arrange themselves on a gold surface to form a checkerboard pattern. Scientists at the Swiss Nanoscience Institute at the University of Basel and the Paul Scherrer Institute published their findings in the journal Nature Communications.
Ferrimagnets are composed of two centers which are magnetized at different strengths and point in opposing directions. Two-dimensional, quasi-flat ferrimagnets...
An Australian-Chinese research team has created the world's thinnest hologram, paving the way towards the integration of 3D holography into everyday...
In the race to produce a quantum computer, a number of projects are seeking a way to create quantum bits -- or qubits -- that are stable, meaning they are not much affected by changes in their environment. This normally needs highly nonlinear non-dissipative elements capable of functioning at very low temperatures.
In pursuit of this goal, researchers at EPFL's Laboratory of Photonics and Quantum Measurements LPQM (STI/SB), have investigated a nonlinear graphene-based...
Dental plaque and the viscous brown slime in drainpipes are two familiar examples of bacterial biofilms. Removing such bacterial depositions from surfaces is...
23.05.2017 | Event News
22.05.2017 | Event News
17.05.2017 | Event News
23.05.2017 | Physics and Astronomy
23.05.2017 | Life Sciences
23.05.2017 | Medical Engineering