3 Paid Media Trends in the 2013 Super Bowl Advertisements
Now that it’s time for the Super Bowl, it doesn’t cease to amaze me when I see brands marrying their creative and media planning forces to produce paid media campaigns that viewers will love.
And it isn’t just big name brands who are saddling up to make a statement in their advertising, either. Everybody’s trying to get a piece of the pie and what better time to claim a portion of paid media fame than now?
We understand why 2013 is the year for B2C marketers to make a statement in their paid media marketing strategies. In fact, we’ve put together a short report that helps marketers use marketing trends to appeal to their ideal audience. Read this and see how getting ahead in your media planning and buying strategies has never been easier.
This is the only time of the year when consumers are actually hungry for paid media advertising.
If you’ve been paying attention, you’ve probably noticed that trends are starting to emerge in the paid media sector of marketing. And the more complex the marketing landscape becomes, the more brands will rely on these trends to get consumers to interact with their paid media campaigns.
Here are 3 marketing trends we’ll see a lot of during the 2013 Super Bowl:
Using Incentives for Brand Consideration
45% of consumers are spending more time than ever doing research on their brand choices – this is called brand consideration. And with the growing rate of competition in all industries, brands need to do whatever they can to make the lineup. It goes without saying that brand consideration is a way to help consumers spend their money wisely. So, how are brands responding to this? By offering incentives, of course.
Example: GoDaddy’s “YourBigIdea.Co” Ad
GoDaddy.com is known for being one of the go-to sites for buying domains. But, if you’re still looking for a reason to choose them over the next, their 30-second paid advertisement for the Super Bowl, “YourBigIdea.Co” is all the convincing you’ll need.
The incentive here is helping you be the first to register your big business idea online. Let’s face it, we’ve all had that “BIG” business idea that we rushed to put in effect, only to find out that the domain was already taken.
And what’s the best way to stop that from ever happening again? By being the first to register it, duh.
Good job, Sky Waitress – er, I mean GoDaddy.
Out with the Old, In with the Old
Yeah, you read that right. We’re seeing that a number of brands are resorting back to old tactics to kind of “strike a memory” with consumers. This way, if consumers lost touch with the brand or didn’t necessarily need its services at an earlier point in their lives, jogging their memory will hopefully get them in the spirit to follow through with the call-to-action.
Example: E-Trade’s Talking Baby
It’s almost hard to forget a baby that talks like a grown-up. But in case you did, E-Trade is bringing him back as their paid media campaign for the 2013 Super Bowl. This will be E-Trade’s sixth year participating in the Bowl’s paid advertising lineup and hopefully they can use their ad to strike a chord with viewers.
The baby is something consumers can identify with and, in case newer campaigns weren’t resonating with viewers, will help E-Trade put everything back into perspective for interested prospects.
Offering Once in a Lifetime Opportunities
Okay, brands are thinking outside the box with this one. In fact, with this emerging marketing strategy, brands are making it known that a $20 gift card is no longer the “ultimate” contest prize. Instead, they’re giving away opportunities for consumers to win prizes that will are nothing short of mind-blowing. These prizes are commonly offered in the form of trips and can truly be labeled as once in a lifetime opportunities and experiences.
Example: Axe’s Trip to Space
Talk about a product introduction. As a part of Axe’s paid media campaign for the Super Bowl, the company is giving someone a chance to go to space. In total, there will be 23 participants, but the first ticket will be given away as a part of the pitch for their new brand, Axe Apollo. The competition is set to span across 75 countries in total.
It goes without saying that these and other emerging marketing trends are helping B2C marketers advance their paid media strategy and stay in front of the audiences that mean the most to their brand. And if you aren’t using these trends, then you should definitely be researching others that could help you get ahead in 2013. Click here to download Paid Media in the 21st Century and learn more about how your media planning and buying will help you get results in the evolving digital world.