During this year’s Super Bowl, viewers will be keeping their eyes on more than just the score. Advertisers buying space during this year’s sports spectacular are looking to create a more engaging and interactive experience for the consumer than in years past. Last year, consumers were driven to social networking sites like Facebook and Twitter with targeted ads, and this year brand executives are anticipating a heavier push on mobile advertising.
The Super Bowl is the biggest advertising event of the year, and TV commercials draw as much attention as the game itself. The conventional approach to Superbowl advertising (30 secs and out) is being transformed by the fact that people interact with brands in more ways than ever. What is currently a fleeting (and hugely expensive) single impression is evolving, along with the technology itself into multi-channel, extended engagement with consumers incorporating mobile and online, along with TV and potentially more.
Many marketing executives are cutting their Super Bowl advertising spend altogether for investments in Facebook, Twitter, YouTube and other social networking sites. Research firm IDC predicts that, by the end of this year, mobile advertising spend is likely to reach $1 billion. According to a recent survey from ETrade Financial, this year’s Super Bowl will see consumers more engaged with social media and online and mobile devices than ever before. Some 77 percent of adult respondents between the ages of 18-34 plan to use text messaging during this year’s game according to the survey. It’s projected that by 2013 three billion mobile coupons will be issued to subscribers through targeted advertisements.
The growing demand is opening the door for innovative mobile technology startups to make a splash. MogoTXT, powered by Sybase 365, is one such example. MogoTXT is embedding targeted advertisements into text messages fans can receive from professional athletes of the NFL, NBA, FIFA and MMA by simply signing up and making their selection on MogoTXT’s website at http://mogotxt.com. The potential for mobile to feature more campaigns using coupons, loyalty programs and deals is huge.
True to form, advertisers will walk before they run. While demand for mobile advertising is on the rise, roughly 25% of brands currently spend less than one percent of their marketing budgets on new media, according to a survey from the Association of National Advertisers. Yet one thing is clear, after movies, TV and games the fourth screen is becoming the darling of advertisers. February 6, 2011 will be a memorable day for football fans – and for the myriad players in the world of mobile marketing.