Home Mobile Search And Social Make Gains, But It’s Still The Super Bowl Era

Search And Social Make Gains, But It’s Still The Super Bowl Era


sbLSay you’re an advertiser plunking down $5 million for 30 seconds of prime Super Bowl ad time. You’re going to want to make sure that campaign drives some sort of action online.

But between Facebook, Google and Twitter, how do you choose what to use?

According to a report released Monday, Google’s attribution engine, Adometry, measured 7.5 million incremental searches driven by TV spots during the game, a 40% jump from brand searches during last year’s Super Bowl.

Instant conversions or purchases are less important for these branding-oriented campaigns, as indicated by Adometry’s breakdown of what drove the most cross-screen interest. The six most popular campaigns (going by search strength on Google and YouTube) were either car commercials or movie trailers.

Meanwhile, Facebook’s “Sports Stadium” hub attempted to aggregate a live community of fans, thus providing a denser marketing audience. But Stadium struggled to keep up with the pace of the game and to generate a significant user base.

Twitter outpaced its would-be rival in live event commentary, but had a much more difficult time turning its audience into revenue.

“The Twitter budget is so small, I don’t even remember,” said Omer Shai, CMO of the web site creation company Wix, which ran a major Super Bowl campaign, in an interview with Bloomberg before the game.

If a brand wants to reach Facebook or Google audiences, they generally must go directly to Facebook or Google (YouTube influencers excepted). But the best course on Twitter is often through individual personalities on the platform, not through Twitter itself.

Just as the game was ending, for example, Broncos wide receiver Emmanuel Sanders tweeted out a sponsored video spot advertising Tide Pods.

Proctor & Gamble put a bit of money behind promoting the tweet, but a brand pays the influencer (in this case a victorious wide receiver) for a “native unit” on Twitter. Facebook and YouTube keep brand access to their property under strict control, like ticketing at an amusement park, whereas Twitter is more of a state park that wants to make incremental revenue once you’ve shown up.

Cross-screen campaign measurement has matured to the point that digital-first firms like Adometry can reliably track the ebb and flow of audiences between television and digital channels (primarily search and social media). But even as these difficult measurement challenges are overcome, the creative and brand utility still lags behind.

Must Read

Advertible Makes Its Case To SSPs For Running Native Channel Extensions

Companies like TripleLift that created the programmatic native category are now in their awkward tween years. Cue Advertible, a “native-as-a-service” programmatic vendor, as put by co-founder and CEO Tom Anderson.

Mozilla acquires Anonym

Mozilla Acquires Anonym, A Privacy Tech Startup Founded By Two Top Former Meta Execs

Two years after leaving Meta to launch their own privacy-focused ad measurement startup in 2022, Graham Mudd and Brad Smallwood have sold their company to Mozilla.

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.