Tag Archives: branding

2021: Super Bowl 55 Advertisements

Winter is cold, but the Super Bowl always pumps up the heat! The Super Bowl has become one of the premier venues for marketers. The thrills, the chills, the excitement and surprises – and that’s just the advertisements! At a cost of $5.6 million for 30 seconds of air time, the Super Bowl is also the most expensive advertising placement of any event or show. Add to the air time the costs of designing and producing ads, plus the integration into other marketing tactics, and a company can easily spend upwards of $6 million on a single day.

Love them or hate them, Super Bowl advertisements have become a talking point before, during, and after the game. It’s a big stage, and can also be a big risk. This year, a Jeep advertisement featuring Bruce Springsteen backfired when news surfaced that Springsteen had received a DWI citation in November. Other criticism was about the lack of inclusion and diversity. Of the 67 public figures who appeared in the ads, only 18 were Black, 14 were women, one was Indian American, one was Asian American, and five were of multiple ethnicities.

This year an audience of 92 million adults in the U.S. tuned in to watch the Tampa Bay Buccaneers dominate the Kansas City Chiefs. The game had a 38.2 U.S. household rating and was viewed in an average of 46.2 million homes, far lower than previous years. Roughly 68% of U.S. homes in use were tuned to the Super Bowl.

The average amount spent per person was $74.55, a decrease from last year’s $88.65. Most is spent on food and drinks at 77%. As to who watches the big game, only 35% of Gen Z watch, compared to 54% of Millennials, 51% of Gen X, and 52% of Baby Boomers.

Which ad is your favorite?

Group Activities and Discussion Questions:

  1. Show the Nielsen data: https://www.nielsen.com/us/en/press-releases/2021/super-bowl-lv-draws-nearly-92-million-tv-viewers/?utm_campaign=Corporate%20Marketing&utm_medium=Email&utm_source=SFMC&utm_content=Newswire%20Newsletter&utm_id=02_10_2021
  2. Bring up one of the Web sites that have all the Super Bowl ads: https://www.ispot.tv/events/2021-super-bowl-commercials
  3. Divide students into teams. Have each team select a Super Bowl ad to analyze and present in class.
  4. What is the target market, key message, and offer from the ad?
  5. How does the ad integrate with a company’s other advertisements?
  6. Are the messages integrated with a company’s Web site and social media?
  7. As a class, after each commercial have students assign one to five stars for the advertisements. Which advertisement won the class vote?

Source:  Ad Week; CBS; iSpot.tv; Nielsen Research; other news sources

 

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Top Ads Watched on YouTube in 2020

The year 2020 was long and challenging for all of us. Sure, 2020 had a lot of down moments, but on the whole we met the challenges and made the most of it. So, we’ve all earned a little time to relax, and no better way to do that than by viewing the top advertisements of the year.

Advertising surrounds us. And while ads can be annoying, people still search online to view compelling ads. Starting a new year is a good time to examine the winning campaigns from last year.

The most compelling advertisements and videos are ones that have a strong story, humor, inspiration, and excitement. They build a bond with the audience, and inspire thoughts and action. It’s not easy to create a short video that engages audiences and inspires them to share the video and view it more than once, so it is worth examining the top advertising videos of 2020. Here are the most viral brand videos posted to YouTube in 2020:

  1. Nike: Never too far down. You can’t stop us.
  2. Google Super Bowl: Loretta
  3. Hyundai: Smaht Pahk
  4. Clash of Clans: Lost & Crowned
  5. Turbo Tax Super Bowl: All people are tax people
  6. Apple: The whole working-from-home thing
  7. NFL Super Bowl: The next 100.
  8. GEICO Insurance: Aunt Infestation
  9. Hummer EV: Horsepower
  10. Michelob Ultra Super Bowl: Jimmy works it out.

Remember, these are the ads that people seek and choose to watch – a marketer’s dream! In total, the top 10 ads generated 470 million views and 1.3 million “likes.” (Note: Ads are determined by an algorithm that factors in organic and paid views, watch time, and audience retention.)

What’s your top ad from 2020?

Group Activities and Discussion Questions:

  1. Discuss the importance of branding and brand management. How do the videos fit into branding?
  2. Divide students into teams. Have each team analyze one of the following videos with respect to target market, key message, type of appeal, etc.
  3. All ads are available at: https://www.thinkwithgoogle.com/marketing-strategies/video/youtube-leaderboard-year-end-2020/
  4. When teams have completed this, have each team show the video and discuss their analysis with the rest of the class.
  5. What are the commonalities between the videos? What are the differences?
  6. What should other companies do to replicate the success?

Source:  YouTube.

 

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Black Friday/Cyber Monday 2020

Since we wrote about November 11 – Singles Day in China, it seemed only fitting to next cover U.S. shopping over Black Friday and Cyber Monday. And, while the gross revenue sales in the U.S. fell well beneath the 2020 Singles Day record of more than $75 billion in purchases over an 11-day period, U.S. shopping still hit record levels of roughly $9.6 billion on Black Friday, an increase of 21.6% from 2019!

Black Friday shopping was followed by another strong shopping day tallying $10.6 billion on Cyber Monday. To many marketers, more interesting than the dollar amounts are the shifts in habit to online shopping. In particular, sales on mobile devices accounted for an estimated 40% of purchases for a total of $3.6 billion, an increase of 23% compared to last year. Mobile is where it’s at these days.

Some additional shopping highlights:

  • People spent an average of $312 on holiday purchases between Thanksgiving and Cyber Monday.
  • Americans spent 116.6 million hours shopping online.
  • Consumers spent $6.3 million per minute online.
  • Average spending per consumer online was $27.50.
  • Biggest categories were electronics, clothing, and toys.
  • In-store shopping on Black Friday declined 37% .
  • Online shopping on Black Friday increased 8%.

Consumer shopping habits are certainly changing. Now marketers have to keep up!

Group Activities and Discussion Questions:

  1. Discuss the changes in U.S. consumers’ shopping habits.
  2. What new shopping habits have the students formed?
  3. Where do they shop? Why? Online and in person?
  4. Show video about the changes in store for Black Friday shopping: https://www.wsj.com/video/the-end-of-the-mad-rush-how-2020-is-reshaping-black-friday/FD19834F-9701-46E9-A6D5-14A1AE2F9601.html
  5. Poll students about their shopping over Thanksgiving Week – Cyber Monday. How much was spent, which products were sought after, etc.?
  6. Divide students into teams.
  7. Considering the increasing use of shopping on smart phones, have students develop a marketing campaign specifically for mobile devices.

Source: AdWeek; CNBC; New York Times; Wall Street Journal; other news sources

 

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