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
Microtechnology industry is hiring – positive developments of past years continue
09.04.2018 | IVAM Fachverband für Mikrotechnik
RWI/ISL-Container Throughput Index with minor decline on a high overall level
20.03.2018 | RWI – Leibniz-Institut für Wirtschaftsforschung
For the first time ever, scientists have determined the cosmic origin of highest-energy neutrinos. A research group led by IceCube scientist Elisa Resconi, spokesperson of the Collaborative Research Center SFB1258 at the Technical University of Munich (TUM), provides an important piece of evidence that the particles detected by the IceCube neutrino telescope at the South Pole originate from a galaxy four billion light-years away from Earth.
To rule out other origins with certainty, the team led by neutrino physicist Elisa Resconi from the Technical University of Munich and multi-wavelength...
For the first time a team of researchers have discovered two different phases of magnetic skyrmions in a single material. Physicists of the Technical Universities of Munich and Dresden and the University of Cologne can now better study and understand the properties of these magnetic structures, which are important for both basic research and applications.
Whirlpools are an everyday experience in a bath tub: When the water is drained a circular vortex is formed. Typically, such whirls are rather stable. Similar...
Physicists working with Roland Wester at the University of Innsbruck have investigated if and how chemical reactions can be influenced by targeted vibrational excitation of the reactants. They were able to demonstrate that excitation with a laser beam does not affect the efficiency of a chemical exchange reaction and that the excited molecular group acts only as a spectator in the reaction.
A frequently used reaction in organic chemistry is nucleophilic substitution. It plays, for example, an important role in in the synthesis of new chemical...
Optical spectroscopy allows investigating the energy structure and dynamic properties of complex quantum systems. Researchers from the University of Würzburg present two new approaches of coherent two-dimensional spectroscopy.
"Put an excitation into the system and observe how it evolves." According to physicist Professor Tobias Brixner, this is the credo of optical spectroscopy....
Ultra-short, high-intensity X-ray flashes open the door to the foundations of chemical reactions. Free-electron lasers generate these kinds of pulses, but there is a catch: the pulses vary in duration and energy. An international research team has now presented a solution: Using a ring of 16 detectors and a circularly polarized laser beam, they can determine both factors with attosecond accuracy.
Free-electron lasers (FELs) generate extremely short and intense X-ray flashes. Researchers can use these flashes to resolve structures with diameters on the...
13.07.2018 | Event News
12.07.2018 | Event News
03.07.2018 | Event News
19.07.2018 | Earth Sciences
19.07.2018 | Power and Electrical Engineering
19.07.2018 | Materials Sciences