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  • Five Ways To Supercharge Your Super Bowl Advertising

     

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    Brand Your Content With Emotion

    Advertisers with highest positive lift in emotions for their advertising used content that made audiences react with positive emotion as studied by Networked Insights. According to Networked Insights,  positive emotions  studied were as follows:  Amusement, Excitement and Joy, Love, Like, Happiness  and  Trust and negative emotions are Boredom, Confusion, Hatred, Disgust, Anger and Offense.

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    Some of the winners and losers in the brand content with social media chatter often are advertisers who went with an emotional theme that audiences connected with and took to social networks to discuss the ads.  Consumers proclaimed Loctite’s ad “weird in a good way” and professed unbridled happiness toward the reggae beat and idea that glue could fix almost anything. Always, Procter & Gamble’s feminine care brand, reran their wildly successful “Like a Girl” ad, and it resonated with viewers in very emotional ways, prompting huge gains across all the emotions, NI measured. Another ad that resonated with consumers was Kia’s action-movie ad. Although it may not have been emotionally complex, consumers took to social media to applaud with excitement for the special effects and clever use of Pierce Brosnan.  McDonald’s promotion of “paying with love” clearly prompted a similar emotional reaction among consumers.

    Networked Insights recommends, getting the Right Celebrity or Influencer Can Boost Your Emotional Score. Leveraging an influencer can build the emotional connect with your brand. NI has shared examples that worked during Super Bowl XLIX, “Renowned ESPN analyst Adam Schefter tweeted support for the Always spot hours before the game even kicked off. Chris Pratt promoted Jurassic World early and his fan base went wild with retweets.”

     

    Mobile and TV Advertising Make For an Ideal Combination

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    SuperbowlappsMessagingappsAccording to Flurry Analytics, “The jerky nature of our attention during the Super Bowl suggests that when we see something on the screen that grabs our attention, we immediately turn to our devices and apps to discuss what we just saw. A great example of this is the Budweiser Pac Man commercial. At 6:29 pm. we put our phones down to watch the real-life arcade game, but at 6:30 pm. picked them right back up. This suggests a big opportunity for advertisers to amplify their message by continuing the campaign within apps. The most striking example of this was Nick Offerman’s NASCAR commercial which ran at 7:10 pm, five minutes after the game ended. The chart shows that app activity increased by 20 percent during that spot while the social activity increased by more than 40 percent! App addicts were ready to talk about Offerman and NASCAR after the provocative spot.” Using Influencers to leverage the messaging phenomenon can help you build on the emotional engagement.

    Search and Social For Engagement

    Search Marketing impacts the mobile shopper journey. Brands that are targeting audiences with content for Super Bowl need to make campaigns visible with Keywords that audiences are looking for. Moreover search for Super Bowl starts a few weeks earlier as shared by Bing. Search queries peak during the Half-time entertainment. Food Recipes and Dips are the winners for content that kickstart the Game day Searches.

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    Social Media engages the audience with conversations that amplify the brand content.

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    Mobile-Friendly Campaigns

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    Create the right mobile mnemonics and cross-promote the same on social networks.

    To see some of the best campaigns on Snapchat that engaged audiences with follower growth for the brands, click here.

     

    Location based Intelligence For Personalization

    Brands that are offering special deals will benefit from Location aware campaigns. Audience Insights for Super Bowl Fans shared by PlaceIQ reveals that audiences can be targeted with customized deals based on buyer behavior.

     

     

    Super Bowl Demographics

  • Mobile Extends Holiday Season Shopping

    Adobe Digital Index, reported an increase of 12.7 percent, with online sales at USD 83 billion for the holiday Season, making the season better than expected, where the online sales were expected to grow at 11 percent Year-Over-Year. As reported by Adobe Digital Index,  “It wasn’t until the very end of the season that we saw a significant surge in sales, which drove the 12.7 percent year-over-year growth. Phone traffic exceeding desktop traffic some days was one of the drivers of that growth.”

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    The online sales during December were propelled by “buy online, pick up in-store” option offered by  retailers. With the service, the concerns around product availability were mitigated, extending the shopping season until the very end.

    “During the last couple of years, there was a lot of talk about retailers trying to spread out the holiday season,” White said. “This year, they really weren’t able to get the buying started that much earlier, but they were able to keep it going longer into the Christmas week.”

    Mobile Phones were at 39 percent of visits and 17 percent of sales during holiday 2015, which is more than the share of sales and traffic driven by tablets. However, share of sales from tablets at 44 percent from mobile devices in comparison with share of visits at 24 percent reveals a higher conversion rate for tablet users.

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    ADI reveals that search and referral sources were the key drivers of traffic at nearly 57 percent, for holiday season with email and display advertising gaining momentum.

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    The most buzzed brands among Big Box retail and eCommerce, maintained the velocity of social mentions, however Social Media was not an important source of online traffic. Social Media buzz is seen important for audience engagement and generating awareness,however, search and affiliate sources are the critical channels for driving online traffic, making for an approximate 60 percent of online traffic. Email and Display advertising are the fastest growing channels for online traffic.

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    Thanksgiving Day was the fastest growing Sales Day with Cyber Monday being the biggest for Online sales. Limited time Deals were the highlight of Retail sales strategy as product view rates for Out of stock products were high. The Deals available for different categories varied throughout the season, with discounts on electronics being the highest during Thanksgiving, while for Apparel discounts were available throughout the season.

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  • Top Ten Publishers And Four Elements of Viral Posts

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    According to Shareablee, media publishers accounted for 1.5 billion total social actions  in December (likes, comments, shares, retweets, dislikes), with 728 million actions on Instagram, 667 million actions on Facebook, 52 million on Twitter, and 17 million on YouTube (excluding views), for the US market.

    Instagram drove Bleacher Report’s 44 percent growth in total social actions, driven by a  mix of comedy and inspiration.

    Nature, Entertainment, Fashion, News and Sports are the leading categories for share of voice, with social media actions being the key metric.

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    Here are Four Elements from BuzzSumo that make for Viral Posts based on a study of 1 Million posts.

    Using an Influencer can make the difference for your posts getting shared.

    Create posts that combine some of the elements mentioned in the Content Amplification Grid below. The posts that often use elements that are emotionally charging and surprising are often shared more than the ones that do not evoke an emotion.

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    Include Images, video, and Quotes to Tell your story.

    Tasty, an extension of BuzzFeed food has generated over 300 actions per thousand fans with Video posts.

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    Write Headlines that combine more than one or two elements.

    Checklist For Viral posts
    • Does the content have an emotional element?
    • Does the post include shareable content types, such as facts, images, and quotes?
    • Is the topic one that resonates with your audience? Is it trending?
    • Is the format one that works well with your audience - such as practical tips or a quiz?
    • Does the post require your audiences to interact?
    • Do you have an Influencer that can amplify your     content?
    • Do you know the key engagement metric to measure the success of your post?

     

  • Online and Non-store Holiday Season Sales Grew By 9 percent

    NRFAccording to National Retail Federation, Online and other Non-store holiday season sales grew by 9 percent to USD 105 billion. Holiday sales in 2015 increased 3 percent to USD 626.1 billion. NRF’s  earlier forecast of total growth, including online sales, was at 3.7 percent reaching USD 630.5 Billion dollars.

    “Make no mistake about it, this was a tough holiday season for the industry. Weather, inventory challenges, advances in consumer technology and the deep discounts that started earlier in the season and that have carried into January presented stiff headwinds as retailers competed with one another and their own bottom line,” said NRF President and CEO Matthew Shay. “Despite these factors, the industry rallied, consumers responded and sales still grew at a healthy rate, which is a huge testament to the resilience, knowledge and expertise of our retail leadership.”

    The US Commerce Department placed the growth estimate at a decline of 0.2 percent, for December retail sales seasonally adjusted month-to-month and increased 2.2 percent unadjusted year-over-year. Though there is more to the data as pointed out by the Chief Economist for NRF. While on the surface trends may appear softer than expected, according to NRF Chief Economist Jack Kleinhenz the rise in November retail sales is actually very much in line with the events shaping the 2015 holiday shopping season. Sales in November excluding autos, gas and restaurants increased 0.5 percent seasonally adjusted over the previous month and 3.0 percent unadjusted year-over-year.

    “The growth in November really does point to a healthy consumer who at the end of the day will help retailers see solid growth, despite the economic and environmental challenges.” Jack Kleinhenz, NRF Chief Economist

     

     

     

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