It’s not too late to advertise for the big game – Super Bowl ads aren’t the only way to get your brand out there. Most companies can benefit from advertising with the full gameday experience in mind, finding opportunities in high-traffic areas like grocery stores, on social media during the game and more.
Our co-founder and Managing Director @Jeff Hastedt shares one of his top #SuperBowl #marketing recommendations with @Chris Kelly of Industry Dive. Read it here: https://bit.ly/4hOk83B
For an even deeper look into those opportunities, our Director of Media Services Joe Leverone shares some thoughts:
Marketers don’t need to stand on the sidelines if they don’t want to foot the $8,000,000 for a 30-second ad during the big game. In fact, for many, it’s a wise choice not to.
The game is a full experience. We gather with friends, family and neighbors for an event that is much larger than what is happening on the field. The 30-second ad someone will see during the game is one quick exposure to someone who is passing chips, catching up with friends, or looking at their phones for the latest social media reaction. Many times, it is simply not enough to cut through to the consumer – especially if you’re overshadowed by another brand.
Brkthru recommends taking a more holistic approach to the game to help become part of the gameday experience rather than a footnote.
YouTube
According to Nielsen, YouTube accounted for 11.1% of all TV viewership in December 2024. Compare that to Max, which came in at 1.2%. YouTube has become a living room experience for many, at a price point that allows for anyone to get in on the action. Whether its folks watching game highlights, celebrity takes on the game (hello Taylor!), or their favorite podcast personalities, YouTube is part of the experience for even the most casual of game watchers.
Mobile Ads/Contextual
Roughly a quarter of adults will bet on the Super Bowl this year – that’s hard for marketers to ignore. This is going to lead to increased screen time checking updates, stat lines, odds, blogs, and more. Advertisers have an opportunity to reach millions of people with a stake in the game using mobile ads and contextually relevant pages. It is now possible to carefully curate sites for advertisers where these eyes will be, and to tailor messaging to resonate with them.
Social
Post and advertise on social media during the game. The game is filled with viral moments – and the people in the living room aren’t the only ones you’ll want to share them with. Social media is a key part of the game experience, and brands need to take advantage of that. During game breaks, people will be looking at their phones to see friends and others’ reaction to the big moments – giving advertisers another opportunity to be a part of an exciting, shared experience.
Digital Out of Home
The average Super Bowl party will cost folks close to $140 in food. I recommend getting in front of those consumers through digital out of home ads. These highly targeted ads can reach people as close to the checkout at their closest grocery store and on screens outside of stores. Once again, advertising around the big game is truly about gameday as a whole, not just the TV production.
The big game isn’t just for major brands. Anyone can get on the field. We’re working with our clients daily to help them be a part of a cultural experience that will leave a lasting impact beyond the commercial break.