The Super Bowl Ad Playbook


It’s here! (Literally.) Super Bowl XLVIII is upon us and New York City is buzzing. But we are most excited about the advertising and in-the-moment consumer connections that brands will be trying to make during one the biggest advertising events of the year.

Brands that advertised during the 2013 Super Bowl reached, at it’s peak, well over 110 million Americans and saw an average web traffic increase of 23% that Sunday with an extended boost in the days following. For those who used their Super Bowl ads to unveil new products, Budweiser’s Black Crown and Beck’s Sapphire for example, expected an immediate 50-80% jump in consumer awareness due to their ad buys. This is a result of both the direct exposure the products received the day-of and the long-tail effect for Super Bowl commercials—especially the good ones—derived from the ongoing media coverage, round-up lists and viral sharing activity that results in amplified awareness. Doritos, for example, estimated it received $90 million of advertising value due to this type of indirect ad activity after the 2013 Super Bowl.

What is new is that advertisers are starting to catch on, and introducing a number of ways to mobilize consumers…often in real time.

The bottom line: mobile will be in the playbook.

As advertisers determine which plays to make, they usually look to the ones they think will result in increased brand awareness and engagement for new and old customers alike. In the past, engagement meant a future sale. Now, engagement can mean anything from connecting over social media or downloading an app to making a real-time sale.

So to round things up just in time for this year’s big event, we at StarStar have prepared some content and commentary to get your ad-data-mobile-tv juices flowing.

First up, our latest Infographic: Will Super Bowl Advertisers Put Hashtags and Facebook URLs in Their Spots? 

During last year’s big game, only 14 percent of the advertisers used a Facebook call-to-action, while 33 percent included a Twitter hashtag and 53 percent mentioned a branded online destination. It’s worth noting that Facebook did not have hashtags at this juncture a year ago and few brands were utilizing them on Instagram compared to now. So high-paying Fox advertisers such as Volkswagen might be more inclined to employ them on-screen since they are now relevant across three major platforms.

Second, save the date for our Super Bowl 2014 Lessons Learned in Advertising Webinar. This free, hour-long webinar on Thursday, Feb. 20 at 2 p.m. will reveal the results of a study to analyze how brands are tapping the television-to-mobile connection as well as offer key insights from brand advertisers about activating the second-screen experience with audiences in a meaningful and optimized way.

No matter what team (or advertiser) you’re cheering for, enjoy the festivities and let’s see which brands can make the biggest connections with audiences!