The Social Bowl: How Brands’ Touchpoints Go Beyond the Game

The Social Bowl: How Brands’ Touchpoints Go Beyond the Game

‘Tis the season for brands to spend most of their marketing budgets all in one day. As the 2017 Super Bowl approaches this weekend, brands will spend around five million dollars for a single 30-second spot. Although the big game is iconic for its television spots, recent trends are paving the way for brands hoping to reach younger consumers. By partnering traditional with digital media, brands garner more interactions with that audience while spending less.

Take Pepsi-Co, for example. Last year’s big game featured the second-largest soft drink brand shifting 40 percent of its budget away from television and into the digital realm. Of those who watched the game, 83 percent of viewers aged 18 to 24–or as MOJO Ad lovingly calls them, the Youth And Young Adult (YAYA)™ market–were expected to have a secondary device on hand while watching. Digital and social media are now the hub of conversations during the big game.

Before kickoff, companies have the opportunity to interact with consumers through Facebook, a platform heavily used by the YAYA demographic. Prior to last year’s Super Bowl Sunday, 70 percent of total ad shares for traditional television advertisements had already occurred through Facebook.  Through sharing, liking and tagging, these spontaneous online shoppers, or what we call the Sponloppers, begin to identify brands that resonate with them.

During the game, Snapchat became a key player. Gatorade received 160 million impressions on its animated filter compared to the 115 million people who watched the game. Instagram was the rookie of the year for the 2016 Super Bowl; it offered a 60-second video option for the first time, specifically targeting brands wanting to advertise during the Super Bowl. Throughout gameday, 38 million viewers interacted with related content an average of four times.

When preparing for this year’s Super Bowl, it’s important for brands to become a part of this digital conversation before, during and after the game. This will not only lead to higher engagement with the YAYA demographic, but it will help brands break through the clutter and make the most of their investments. Off the field, businesses can use these tactics to engage with this digital consumer base every day.

MOJO Ad is the premier student-staffed advertising agency at The Missouri School of Journalism. To learn more about YAYA consumers, tune into our 2017 State of the YAYA webcast. Get a taste of our expertise on all things young and see what a partnership with MOJO Ad can do for you.

Facebook Upgrades Vertical Video for Mobile

Facebook Upgrades Vertical Video for Mobile

If you can’t buy them, do everything exactly the way they do it. That seems to be Facebook’s motto with it’s latest update.

Facebook will soon provide greater support for vertical video in its news feed to enable a better experience on mobile devices. Thanks to other social media and live streaming apps like Snapchat and Periscope, vertical video is no longer a mark of amateurism and the feature should be a success for Facebook when it rolls out in October. Advertisers should keep this feature in mind when targeting consumers on Facebook and on other mobile social media platforms.

There are huge benefits to creating content vertically. Daily Mail North America CEO John Steinberg said last year that Snapchat told him vertical video ads have up to nine times more completed views than horizontal video ads. This is because content creators are meeting users on their level. It’s not that people can’t turn their phones horizontally; they just don’t want to.

Screen orientation is a major factor for advertisers to consider when targeting audiences. For example, vertical content works best for the YAYA market and mobile users, but horizontal content appeals to older generations and desktop users. Soon there may be an integrated Facebook campaign where the same ad is being shown vertically or horizontally, depending on what device is being used.

Although vertical video is growing in popularity, both orientations are equally viable options right now. By the end of this year, the number of video views will be virtually equal between mobile and desktop. For now, the only things that determine which one an advertiser should use are their intended audience and the medium used to reach it. In the future, an increase in mobile video views will lead to a greater emphasis on vertical video.

Facebook may be a little late to the vertical video party, but its arrival has definitely helped seal the legitimacy of vertical video in the minds of YAYA consumers.

Written by: Derrick LinJalen MosbyHailey Rutledge

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