Save a Little – Lose a Lot: The Potential Pitfalls of Translated Ad Copy
As more brand managers come to the realization that the Hispanic consumer plays an important role in the current and future health of their brands, the struggle to find enough money within the advertising budget to succeed across targets has intensified. Over the past decade or more, most of the larger brands have carved out sufficient ad budgets to engage Hispanics with dedicated creative, and the debate is around whether to create...
Super Bowl marketing shift: Brands don’t have to play (on TV) to win
A number of large companies have decided to sit out advertising during this year’s Super Bowl, giving smaller brands and marketers with 360-degree campaigns a chance to shine during the big game on Sunday. M&M’s, H&M, Dannon, and a number of major automakers, such as Volkswagen, General Motors, Ford, and Lincoln are among those that have decided not to run ads at the NFL’s marquee event on Sunday. Yet even with the exorbitant...
Super Bowl XLIX: YouTube vs. Television
The Super Bowl is the most-watched television event of the year by far. And, it’s getting even bigger, with last year’s telecast breaking the record for the most-watched TV event ever, with over 111 million viewers. This is not news. Everyone knows how big game day is, especially brands, who shell out upwards of $4 million for a 30-second spot. But, according to a study (conducted by research firm Communicus) and analyzed...
Social Sharing of Super Bowl Ads Declines, But Does It Matter?
Study Finds Pre-Game Promotions More Effective in Generating Sales Now that releasing Super Bowl ads before the game has become commonplace, people seem to be getting tired of it all. Sharing of Super Bowl ads dropped dramatically last year, and releasing the ads pre-game has a fairly negligible impact on awareness or purchase intent, according to separate research studies. Click HERE for more.
For Super Bowl Advertisers, Loud Bark Doesn’t Equal Big Bite
Small dogs can bark, and that certainly holds true for Super Bowl advertisers. But Communicus, a Tucson, Ariz.-based ad consultancy, says that big or small, the volume isn’t the point when it comes to successful Super Bowl ads. The company says that 80% of ads fail to produce meaningful impact among consumers, though small and “underdog” brands often beat those odds. Especially those brands offering something really new. The firm...