
This
Super Bowl Facebook is taking a page from Twitter’s playbook, for the
first time during a football championship selling ads that target people
based on what they are talking about in real time.
These
include video ads that will play automatically on Facebook’s news feed,
triggered by key words that members mention in their posts as they
watch the American football game on Feb. 1.
Smartphones
and tablets provide a second screen for the Super Bowl’s 100 million
television viewers to comment about the game as it proceeds, giving
advertisers a more precise way to target messages.
Twitter
is the leader in this arena that other social media networks are
seeking to emulate. Mondelez International’s Oreo sent out clever tweets
when the lights went out during the Super Bowl in 2013, a stunt
considered to be a marketing coup.
“Twitter
has owned the mantel of being a real-time platform but the
sophistication of Facebook’s ad targeting is unparalleled,” said Noah
Mallin, head of social for north America at MEC, a media buying agency
that is part of WPP.
“That is a big change.”
At
last year’s Super Bowl, marketers on Facebook could target ads to
segments of members based on their likes, profiles and demographic
information. Facebook has introduced real-time targeting features since
then, and this year the social network, with 155 million daily users in
the United States and Canada, will customize audience clusters that
advertisers can target in real time during the game.
Maura
Tuohy, head of social media at the marketing agency Eleven Inc, said
Facebook had to work hard to dispel the notion that people do not use
the network while watching live tent pole events. “People are talking
about these shows” on Facebook, she said.
For
example, Toyota Motor Corp in the past had turned to social media to
amplify its creative TV commercials running in the Super Bowl. Now, the
Japanese automaker is making commercials specially for social media.
Dionne
Colvin-Lovely, director of traditional and emerging media at Toyota,
said the automaker is running two commercials during the Super Bowl but
has turned to digital platforms like Facebook, Twitter, Google Inc’s
YouTube and Hulu to generate a conversation around car buying.
“There
is a lot more fragmentation,” Colvin-Lovely said. “TV is an important
media; it’s not as dominant. We need to make sure we have a strong
presence online and in mobile. It’s more complicated now.”
War-rooms
Twitter
is staffing “war rooms” of 13 advertisers for the Super Bowl, including
PepsiCo and Anheuser Busch – triple the number of companies that worked
directly with Twitter for last year’s big game.
Staffers
at the 13 companies will monitor social networks during the game and
pump out videos, tweets and graphical ads. Some companies will have
lawyers on hand to approve the spots.
A
growing number of big brand advertisers want to create “unplanned”
social ads for the Super Bowl, said Twitter Director of U.S. Brand
Strategy Ross Hoffman.
Twitter
and Facebook are hoping that by executing memorable real-time ads with a
more precise way to reach consumers will be an additional tool in their
long-time efforts to grab a bigger slice of the estimated $66 billion
(roughly Rs. 4,04,957 crores) television advertising pie.
Many
marketers are also turning to digital platforms, including YouTube.
While many agencies executives said social networks do not necessarily
charge more for ads during tent pole events, total spending rises as
advertisers target more people.
This
year, NBC is charging a record $4.5 million (roughly Rs. 27 crores) on
average for a 30-second commercial. So far the network, a division of
Comcast Corp, has sold 95 percent of the game’s inventory.
When
the $5 million (roughly Rs. 30 crores) to $10 million (roughly Rs. 10
crores) cost to produce a TV commercial is factored in, digital
advertising looks even more attractive.
“It’s
a much more complicated ecosystem than 2 years ago,” said Winston
Binch, partner, chief digital officer Deutsch North America. His firm
created the iconic “The Force” Super Bowl TV ad featuring a little kid
dressed up as Star Wars character Darth Vader in 2011 for Volkswagen,
which is not airing a spot this year.
“The price tag keeps going up. It’s not an easy decision now for big brands,” he said.
Posted by : Gizmeon
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