When Wix bought its first 30-second Super Bowl commercial in 2015, it paid nearly $5 million for placement during football’s prime event.
“We didn’t know what our results would be, but we felt it was an investment that would pay off in the long term,” Shai said. “After we measured the first campaign, we had already seen the impact of our investment within the first quarter. That’s the reason we went for an investment for a second year in a row.”
Wix’s second Super Bowl campaign kicked off a month before the 2016 game.
It ran mobile video teasers of its Super Bowl spot on Facebook and beta tested Google’s Real Time Ads, which pushed video placements beyond YouTube to third-party sites using Google Display Network.
As a result, Wix generated 350 million video impressions for its Game Day spot beyond its 30-second commercial. Wix added about 5 million new members in the second quarter in the months following its latest Super Bowl placement.
Shai said there’s a “high chance” it buys another Super Bowl ad in February.
One obvious metric for Wix is new member signups.
Wix claims it adds about 1 million net new members per month (it currently has 90 million members) using a media mix tailored toward direct-response on search, display and social ads. It also invests in high-impact sponsorships.
For instance, Wix is running a promotion with the New York Yankees as its official web design platform sponsor, and a Condé Nast sponsorship gave professional photographers (who host their web galleries on Wix, of course) the chance to shoot the covers of Brides and Condé Nast Traveler.
Whether Wix’s marketing investments pay off most in gaining more brand recognition with new customers (or higher customer lifetime value for existing customers through upselling the new services such as CRM) remains to be seen, but the company claims it sees a total return on marketing investment within seven to nine months.