It’s Super Bowl weekend! That means most of the advertising industry is strutting, preening, and fretting in advance of the one event in which ads are at least as anticipated as the game. This time of year the industry’s worries are on full display: are we just making ads so people can see what fancy ads we’re making, or are we actually helping to sell products? We know where we stand at Verso.
IF A MARKETER DUNKS IN THE DARK, WILL ANYBODY SEE IT?
Only a few years removed from the Super Bowl power outage and the Oreo tweet that launched a thousand industry thought pieces — “Power out? No problem, you can still dunk in the dark” — the idea of social media “war rooms” is on the wane. It turns out that not only is a “free” social media onslaught expensive, it’s also not as wide reaching as it used to be:
“A couple of years ago, there was a lot more fun and opportunity in real-time marketing,” said Gareth Goodall, partner and chief strategy officer at Anomaly. “Those days are behind us. It’s a paid-media game today and with that, comes a lot more preparation than real-time inspiration.”
POLITICS AT POLITICO
Politico has never been immune to the political turmoil it covers so well, but with two founders scheduled to leave at the end of the election cycle the question becomes: is this an orderly transition that signifies the site’s healthy growth or a sign of an unstable foundation for the future?
WHAT WILL A SUPER BOWL MARKETING BUDGET BUY ONLINE?
As a thought exercise, AdWeek asked marketers what a $5 million Super Bowl ad budget would buy online. For your weekly book marketing meeting, here are some alternatives: 1.5MM app installs; 5 custom Twitter emojis; 12.5 days of sponsored Snaps; 10.5 premium Instagram campaigns; 50 Tumblr takeovers; 8-10 YouTube masthead ads; and a gazillion Facebook impressions. But how many of those alternatives could possibly drive a conversation in the way that a first quarter Super Bowl spot can?
MORE THAN 50% OF US POPULATION WILL WATCH STREAMING VIDEO
EMarketer projects that 2016 will be the year that more than half of the U.S. population will watch TV shows online at least once a month.
AUTO-PLAY GETS POPULAR (WITH WEBSITES IF NOT USERS)
Caveat emptor: Facebook’s move to auto-play has made it popular for many websites. It certainly gooses the numbers of video views. The question is are they *good* views, and do the readers like it or are publishers just asking people to install ad blockers?
ON CONVERSATIONAL COMMERCE
Will 2016 be the year of conversational commerce? Uber’s Chris Messina thinks so. Platforms like Facebook Messenger, Peach, Slack and more are moving in this direction and advertisers should pay attention—especially since there’s more global traffic on messaging apps than there is on social networks:
“Suffice to say, the verbs we use with traditional apps are irrelevant in the conversational paradigm. We “buy”, “download”, “install”, and “trash” apps. The conversational paradigm is more social, and therefore less technologic. We use humane verbs like “add”, “invite”, “contact”, “mute”, “block”, and “message”. The language of conversation is more accessible to a broader audience, which will in turn accelerate the adoption of conversational agents faster than we saw with desktop apps.”
MARKETERS NOW: DOWN ON FACEBOOK, UP ON SNAPCHAT
Visual marketing is in. That’s good news for Snapchat, Instagram and Pinterest:
“According to research from eMarketer, more senior U.S. ad buyers are planning to advertise on Snapchat for the first time this year over any other social media site.”