Submitting case memo this week (team 5).
If I were spending millions of dollars for a few seconds in front of over 100 million people, I'd want to be sure that those dollars will be well spent. Edmunds.com tracks in real time, how effective the ads are by correlating the "considerations" for specific vehicle or make at the exact time that the ad runs. This type of effectiveness measure only represents how well an ad will cause someone to look up the vehicle immediately, so only those watching who have access to the site where they are (access to a second screen).
Forbes put an article up discussing last year's results here.
NBC has a very slick online streaming site this year that could be very effective at getting not just impressions, but solid click throughs allowing immediate customer interaction (for banner type ads). Those that are just in it for the commercials, can watch them on demand. I wonder if the commercials will also be different online? Other cool features: live camera selection, twitter interaction (votes), fans can ask questions and get them answered.
This week I also read an article about the 4 aspects of effective advertising from the James Group. The Forbes article above mentions that "The analysis found that the secrets of winning Super Bowl car ads are compelling story lines and engaging characters maybe with some catchy music thrown in, but, most important, life beyond the game – before and after." Interesting to see the relationships with the James Group article (character/story). The repeatable theme seems to be prevalent in most car and beer ads (VW- Star-wars, Budweiser-Clydesdales).
If I were spending millions of dollars for a few seconds in front of over 100 million people, I'd want to be sure that those dollars will be well spent. Edmunds.com tracks in real time, how effective the ads are by correlating the "considerations" for specific vehicle or make at the exact time that the ad runs. This type of effectiveness measure only represents how well an ad will cause someone to look up the vehicle immediately, so only those watching who have access to the site where they are (access to a second screen).
Forbes put an article up discussing last year's results here.
NBC has a very slick online streaming site this year that could be very effective at getting not just impressions, but solid click throughs allowing immediate customer interaction (for banner type ads). Those that are just in it for the commercials, can watch them on demand. I wonder if the commercials will also be different online? Other cool features: live camera selection, twitter interaction (votes), fans can ask questions and get them answered.
This week I also read an article about the 4 aspects of effective advertising from the James Group. The Forbes article above mentions that "The analysis found that the secrets of winning Super Bowl car ads are compelling story lines and engaging characters maybe with some catchy music thrown in, but, most important, life beyond the game – before and after." Interesting to see the relationships with the James Group article (character/story). The repeatable theme seems to be prevalent in most car and beer ads (VW- Star-wars, Budweiser-Clydesdales).
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