As Predicted, Social Media Dominates Ad Campaigns For Brands

As Predicted, Social Media Dominates Ad Campaigns For Brands
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The Super Bowl is over and it’s time to move on. The only thing left for fans is looking forward to the NFL Draft and wondering who is going to show up at the White House to celebrate. For others, the game has just begun.

According to Bill Belichick, his team is already “five weeks behind the other teams for 2017 season.” This tells you a little bit about player and coach mentality. Despite the season being over, they are already preparing for the next.

But NFL teams are not the only ones preparing for the upcoming season. Advertisers are as well.

One of the best parts of the Super Bowl are the commercials. While Tom Brady’s comeback might be the highlight of the game, marketers and consumers alike had a lot to discuss when it came to this year’s commercials.

While the data for Super Bowl 51 won’t be known for some time, it was the analysis for Super Bowl 50 that helped lead to this year’s most successful ads.

Automotive ads are a staple of the Big Game. One such analysis by Experian examined five automotive brands that used a social media component in their advertisement for Super Bowl 50. The goal was to see just how successful a $5 million advertisement investment for a 30-second commercial is for a brand.

“If a brand is going to invest in high-dollar ad space during the Super Bowl, they need to make sure they take full advantage of the connection they can make with audiences,” said Brienna Pinnow, Experian’s director of product marketing for Targeting. “Brands should take a multichannel approach, which means extending the ad’s story into a social media conversation. Our analysis found the number of consumers talking about the auto brands increased by 17.2 percent meaning that when Super Bowl advertisers link their strategy across channels, they have the power to motivate action.”

According to the analysis, these brands not only gained more social media followers, the followers gained were more influential and socially active than the average social media user. The percentage of high-influencer followers (consumers with more than 1,000 followers) for these brands increased 14.8 percent during the month after the Super Bowl.

Here are some of the core demographics from the analysis, focusing on those who actually engaged with these brands within a month of the actual campaign:

· Men were approximately 30 percent more likely to engage.

· Almost 60 percent of all users who engaged were between 26 and 50 years old.

· The average income was between $50,000 and $99,999 for more than 37 percent of those who engaged.

Interestingly, four of the five automotive brands in the analysis were also ranked in the top 20 for brand loyalty.

“Social media continues to be an outlet where people can freely express their opinions and preferences,” adds Pinnow. She also notes that social media offers unique insights to marketers, including behaviors, beliefs, and preferences towards brands. “When marketers use social media data and turn it into meaningful insight, they can deliver content that is relevant to their audiences, particularly when planning for the next Super Bowl.”

The data from Experian did not go unnoticed. According to Forbes, the game, the ads, and the half-time show invaded social media.

“Given the excitement of the game, the Super Bowl's advertising machine also made its way into social media, to the benefit of advertisers,” writes Nelson Granados. “Consumers spent a record 350,000 combined hours watching Super Bowl #51 ads on YouTube.”

“Super Bowl Sunday's social media chatter is impressive on its own,” continues Granados. “There were 27.6 million Super Bowl tweets globally from 3-11pm (includes re-tweets). On Facebook and Instagram combined, about 110 million people had 400 million interactions (posts, comments, reactions) from 3am to midnight.”

It was only a few years ago that we started to see hashtags in television commercials. This was the start of what have become super-charged ad campaigns that leverage social media to get a better return on investment.

Recent data from Experian has not only predicted, but been proven true, that social media is a way to leverage your television advertising dollar. Looking forward to where we are going in 2018.

I am sure you are sick of talking about this, but what was your favorite ad this year?

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