$4 million dollars is a ton of money to spend for only 30 seconds of airtime, but depending on how well the ad turns out, but it actually has a better chance of being a decent investment than ever before. In the past, the value of a Super Bowl ad was measured by how many people watched it during the game. Now you also have to factor in how many people see, discuss and share the ad online.
A Super Bowl ad will always be a high risk/high reward scenario where there are winners and losers. But much like the movie industry developed new streams of income with the advent of DVDs and streaming videos, a top-notch Super Bowl ad has the potential to be seen by more people online than during the game. The Super Bowl ads themselves have become a highly publicized event. With the best commercials being seen, shared and discussed online before, during and after the game, there are more opportunities than ever before to get enough viewers to warrant that hefty price tag.
But, like all advertising, your commercial has to be clever and creative to be effective. A Super Bowl ad that isn’t memorable or draws heavy criticism definitely isn’t worth the investment. You may have noticed more Super Bowls ads trending towards heartfelt rather than always trying to be funny. Funny only works the first few times you see it. Ads that make you feel good or bring a tear to your eye can have that effect over and over again, thus they are more likely to get shared online.
In general, television advertising is only effective if someone is watching that particular channel whenever your broadcast video production runs. But at Calibrate Digital Marketing, we’ll take your commercial video productions and upload them online, so your TV commercials can help drive more traffic to your website around the clock.
Television production companies aren’t cheap, so as an advertising agency in Springfield Missouri, we take full advantage of these broadcast video productions and use them everywhere we can online to help you get your money’s worth. We strive to create clever television commercials that are as effective in bringing you business after they’ve aired as they were when they ran on TV.
An interesting side note about the Wheat Thins commercial featured in this post. Our owner always loved this ad, but couldn’t understand the last line when the actor is yelling so excitedly and was driving him nuts. So, he did some investigating online and found the actor’s name: Bill Escudier.
He found his Facebook page and paid $1 to send him a Facebook message and have it go into his Inbox instead of his “Other” folder. He actually responded and was very gracious about it and told our owner that the last line is “Ted! Check it out! A Yeti!”
Behold the power of social media.