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.

 

 

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Mobile Extends Holiday Season Shopping

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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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Key Insights For Valentine’s Day Campaign

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According to Harris Poll, among 2,232 U.S. adults surveyed online between January 14 and 19, 2015, flowers come in as the No. 1 gift women would most like to receive for Valentine’s Day, and men appear up to the task as it is also the No. 1 gift they’re likely to give. Candy is the featured Gift that women would like to give and men are equally receptive of the same. According to Bing Ads Insights, the desire to invest in love is on the rise – in the US, Valentine’s Day saw a total spend of USD 18.9 billion in 2015, a 10 percent increase from 2014.

The study, sponsored by performance analytics specialist SOASTA, found one in five Millennial men say that dating apps like Tinder will be critical to their Valentine’s Day plans.

More than one in three 35 percent planned to use their smartphone or tablet to play music using apps like Spotify and Pandora and nearly a third 32 percent planned to use picture sharing apps like Instagram and SnapChat. Messaging Apps like Facebook Messenger have added newer features such as Photo Magic and Graphics that enhance the conversation.

E-cards at 13 percent, buying movie tickets at 11 percent, playing games at 10 percent, dating at 6 percent are some of the other activities, according to SOASTA study, published in Feb 2015.

Bing Ads that reaches 53 M additional searchers for Valentine Day’s gifts for retail category, has shared specific insights that let you target audience for devices and time of day they are most likely to be searching for your products. Mobile makes for 32 percent of searches in the category.

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The most searched for category is Jewelry followed by Gift cards, flowers, Valentine Cards, Chocolate and candy. Total retail searches for Valentine’s are at 687 Million and Top Ten searches for Gifts account for 32 percent of search volume, of which Gift cards search contributes to 16 percent of the top ten search volume. Search volume starts trending up from last week of January. The Click through rate increases closer to the day making it important for advertisers to use bid modifiers for maximizing clicks. For different categories the rate of increase in clicks differs.

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For details on Time of Day for clicks and CTR to optimize your campaigns, Bing Ads Insights, has details on the fourth largest spending holiday of the year.

Five Content Marketing Resolutions For The New Year

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Begin your New Year with Content Marketing resolutions that can start your New Year at the right note. Here are some suggestions for content marketing resolutions.

Resolution 1
Include Video as often as possible.

Product Videos are increasingly important in your mobile consumers stream. As important as it is to have a publishing schedule for engaging content on a consistent basis, it has been seen unboxing videos for seasonal sales, new launches or videos with utility are absolutely essential for Smartphone users.

 

Resolution 2

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Infuse Emotions In Your Content.

Emotions increase content engagement. Humor is seen to work better than other emotions. Include a Humorous post in your content publishing schedule.

Humor seems to be a winning creative approach with audiences and as more audiences view content on Mobile, Humorous points strike an instant chord, encouraging audiences to share your posts. As high as 70 percent of respondents in a study by Adobe felt that humor makes companies more relatable.

Resolution 3
Try a New Content Idea For Personalization.

Include Location based content in your campaigns for engagement that will help you increase personalization with user-generated content. One of the ways to do it is to use apps that stream user-generated content with location awareness. One of the Apps that can help audiences connect with activities that are taking place around them is 7dayz. Campaigns that are geo-targeted and encourage audiences to interact are likely to bring better campaign ROI.

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Resolution 4
Focus on the Audience.

Include User generated Content wherever possible. Content that is served on a timely basis brings better response. Including User Generated Content serves as an endorsement and helps audiences decide. As high as 23 percent of consumers share brand content for products they  do not purchase and 43 percent share content for products that they purchase.

 

Resolution 5
Try a New Content Amplification Tactic.

Build an influencer campaign for content amplification in your Content Marketing Plan. Sharing on social networks can improve your content amplification. Influencers help you achieve your content marketing goals of site visits with fan engagement that goes beyond your brand’s content reach. Plan on an Influencer campaign at the time audiences are most likely to be looking for options in your category. Marketers have seen an average of 1.4 times higher value in 2015 as compared to 2014, from Influencer campaigns, as reported by eMarketer. Instagram is seen to be the best for content amplification and content promotion is one of the core requirements from Influencer campaigns.

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