Home Advertiser Why B2B Monday.com Is Buying A Super Bowl Ad (And How It’s Measuring The Impact)

Why B2B Monday.com Is Buying A Super Bowl Ad (And How It’s Measuring The Impact)

SHARE:

The Monday after the Super Bowl is a big day for marketers, as people kick around their favorite ads from the game.

This year, the Monday after will be especially important for monday.com, a Tel Aviv, Israel-based workforce app development platform. The B2B company bought a Super Bowl sponsorship in a space more often associated with beer, car and movie commercials.

Monday.com is spending more than 10 times what it’s ever invested in a campaign before to pitch itself during the game in hopes that the spot will spur the company into a new stage of growth and usage of the platform, said Guy Shriki, head of brand awareness and offline marketing. And like a good geeky B2B platform, monday.com built a robust measurement plan to find out if the 10x spend was worth it.

Monday.com previously advertised on television in a few US markets. But the Super Bowl can’t be compared to other TV campaigns.

“This is the one broadcast that people are actually watching, paying attention to the ads and talking about,” said monday.com brand manager Molly Aviva Sonenberg.

While some apps and tech brands have found that when they buy space during shows with viewers that aren’t super engaged, they’re more likely to take out their phone and check out your site or app, monday.com wanted the opposite extreme. Monday.com isn’t just trying to reach a large audience. The company is trying to get its users to think about the platform in a new way.

“We want our end users to understand that they have the power to use monday.com to build workflow tools without engineering or a decision coming from the top down,” she said.

Monday.com is a B2B company, but this campaign’s goal isn’t to influence executives who make vendor purchase decisions – the account-based strategy that is the bread and butter of B2B marketing. The idea is to emulate a consumer-facing business and spur everyday employees with access to the platform to feel comfortable doing so even if they have no coding or experience.

Post-game media plan

The in-game commercial will be amplified by a huge offline and online marketing push. YouTube, Facebook, Instagram, TikTok, Twitter and LinkedIn are on the media plan, Shriki said, as well as out-of-home campaigns in many major US cities, including New York City, Los Angeles, Chicago, Boston, Miami and Austin.

A few cities are explicitly left out of the campaign to function as control groups for post-campaign attribution and incrementality measurement, he said. For instance, a city that monday.com targeted for TV, social media and OOH billboards should see a big spike in new trial users or log-ins and first-time accounts within companies that already license the platform. Since some markets were held out of the campaign, there should be a measurable lift in platform engagement that can then be attributed to the Super Bowl push.

Subscribe

AdExchanger Daily

Get our editors’ roundup delivered to your inbox every weekday.

Monday.com has also started pre-campaign surveying to set a baseline for brand awareness and overall knowledge of the tool set, Shriki said. Another round of surveys in the weeks after the game should help construct a picture of where and how the campaign worked in raising people’s awareness of the brand name and what the tech does.

There are other attribution tricks, too. The company’s sales and customer service lines use a recording service that identifies when customers or potential customers use the term “Super Bowl” or other keywords from the ad campaign. Shriki said that trick could even help understand whether companies from specific areas or verticals responded directly to the campaign.

“That’s why, as a B2B company, we still speak as a B2C brand,” Aviva Sonenberg said. “It’s important to be part of the conversation.”

Must Read

Comic: Gamechanger (Google lost the DOJ's search antitrust case)

DOJ v. Google: How Judge Brinkema Seems To Be Thinking After Week One

Where does the DOJ v. Google ad tech antitrust trial stand after one week of remedies arguments.

Swish, A Company That's Bringing Programmatic to Product Sampling, Announces Seed Funding

Swish, a startup that partners with retailers to provide product full-size CPG samples to people doing their grocery shopping online, announces $2.3 million in seed funding.

DOJ v. Google: During Opening Arguments, The DOJ And Google Battle Over An AdX Divestiture

Court is back in session. And the fate of  the open internet is in the balance.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Chris Mufarrige, director, Bureau of Consumer Protection, FTC

FTC Consumer Protection Chief: No Easy Answers On Privacy, ‘Only Trade-Offs’

Privacy isn’t black-and-white, says the FTC’s Chris Mufarrige, promising evidence-driven consumer protection cases under the Trump administration.

How Encryption Keys Could Resolve The TID Furor

Rather than sharing universal TIDs that any DSP or curator can access, Raptive says publishers should instead share encrypted TIDs with an encryption key provided only to trusted demand-side partners.

Clear Channel Brings Mid-Flight Measurement To Its OOH Network

Clear Channel will provide advertisers weekly, mid-flight reports on outcomes driven by its inventory in order to bring OOH measurement closer to the speed of digital.