Dive Brief:
- One-third of marketing professionals surveyed by AdParlor expect to advertise online only around the Super Bowl.
- Cost of Super Bowl TV spots is one reason, but marketers also know they can take to social media and tap into the social traffic the Super Bowl creates.
- The latest social media platform to hit the big leagues is Snapchat with 31% of brand reporting plans to include the messaging app it in Super Bowl campaigns.
Dive Insight:
AdParlor surveyed 400 brand and agency professionals about their Super Bowl marketing plans and 60% reported expecting to advertise around the event. The research also uncovered that a portion of those marketers expect to only advertise online, taking advantage of the social media buzz the Super Bowl creates while avoiding the astronomical TV ad spot fees.
The social media platforms cited by respondents feature the usual suspects – Facebook, YouTube, Twitter and Instagram – with one newcomer: Snapchat. AdParlor's Paul Herdtner told Digiday, “A lot of people are putting a lot of faith in Snapchat. That was a stunning number to me.”
He added, “Snapchat was half YouTube and Facebook and even Twitter, but the fact is that you can’t really target on Snapchat in a profound way.”
The study also pointed out that mobile is the “trump card,” stating, “All of these social video platforms – YouTube, Facebook, Twitter, Instagram and Snapchat – are ideal cross-device platforms that offer optimal mobile experiences. In a crowded Super Bowl party, viewers might have to strain to see the TV, but their phones are always at arm’s length!”
