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When you're spending $7 million on advertising-the average cost of a Super Bowl ad-you're probably assuming the price is worth the payoff. After all, it's a national event with celebrity, spectacle, and sport. And that's just the commercials.
Yet, Nataly Kelly, CMO of advertising company Zappi, says Super Bowl ads are often less effective than everyday commercials.
After testing every Super Bowl ad over the last 2 years for creative effectiveness, Zappi found that commercials during the Big Game underperform in key areas like brand consideration, linkage, and behavior change.
The common mistake brands make, Kelly says, is distracting viewers from the actual product or service they're trying to sell. She points to time-honored commercials like Coca-Cola with Mean Joe Greene, that exemplify how brands can leave an impression while staying attuned to the times. "The problem is that the line between effective advertising and star-studded spectacle is blurrier than ever," she says.
Using celebrity influencers is great for grabbing attention, but doesn't necessarily guarantee a commercial's success. Advertising with brand characters drives better sales conversions, greater consumer appeal, and higher brand recognition, according to a Super Bowl report from New York City-based market research company System1. Jake from State Farm, for example, is an easy character for customers to remember and identify, and has driven strong brand engagement as a result.
Humor is also a winning angle when it comes to consumers' ad preferences. CINT, a market research company, found that the funnier an ad is, the more memorable and enjoyable it is for the majority of viewers. The right balance, however, could be the combination of all factors.
"Year on year, it's not the loudest brands in the week leading up to the Super Bowl or the big-ticket celebrities that steal the show; more often than not, it's the ads that take us by surprise to have the last laugh," Kelly says, adding that "in a world where humor and celebrities make up the majority of the viewing experience, perhaps the key to standing out is by telling stories that connect people and feelings."
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When you're spending $7 million on advertising-the average cost of a Super Bowl ad-you're probably assuming the price is worth the payoff. After all, it's a national event with celebrity,........
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