Mobile Marketer recently published an article detailing why certain brands are pulling back from Super Bowl ad spends in favor of more targeted and cost effective mobile efforts.
Our customers tell us the same story as they move budget from traditional media to mobile. Here's a bit more insight from our team:
Why are budgets moving away from broadcast television, specifically?
It's no secret. Brands who spend big at the Super Bowl are looking for one thing: to put their name in front of millions of people. But the cost is high, and the impact is arguably immeasurable.
Just like TV advertising, mobile also allows you to reach millions of people with your message right where their eyes are looking: their mobile screens.
Unlike a TV spot, though, consumers can engage more deeply with a mobile ad with the tap of a finger and then on a landing page. Can you tap a TV ad to learn more? Definitely not.
There’s lots of talk about using data to reach the right customer. What does that mean, exactly?
Data is all the rage. Companies like CraveLabs are doing some cool things with data to target their audience: using consumer’s history, interests, app engagement, and more. Gathering and gleaning insights from data offers powerful ways to reach customers who are most likely to engage with your brand.
CraveLabs’ software, DropIn, uses some relatively simple data to help you reach the right audience: real-time location data.
In the context of the upcoming Super Bowl, how would CraveLabs recommend brands put their message in front of the right audience? Run mobile ads over every suburban neighborhood in the Boston and Seattle area. Knowing a large audience is going to be glued to their TV, smartphone, and tablet screens that day. Use time and location, as well as a relevant message, to reach an engaged audience right where they're looking.
So, what do Super Bowl budgets buy in mobile?
In 2014 advertisers spent $4 million per 30-second TV spot to reach 100 million eyeballs.
Hypothetically if you spent that $4 million in mobile advertising you could buy 2 billion impressions or more. Yes, billion with a ‘b’. We’re talking 20x the Super Bowl TV ad reach.
That $4 million price tag doesn’t include the cost of producing the TV spot, either. So, now you’re really starting to understand why mobile advertising is looking pretty good to advertisers.
So, what are you waiting for? Launch some geotargeted mobile ads with DropIn. And go Pats!
Read the full article here from Mobile Marketer: http://www.mobilemarketer.com/cms/news/advertising/19615.html