Super Bowl ad placements offer brands a massive pool of consumers who could potentially enter the sales pipeline. Millions of people watch the Super Bowl each year, with 43% of consumers watching specifically for the ads. In the U.S. alone, sports programming accounted for 98% of the most-viewed programs across broadcast, Nielsen research found, and 72% of the most-viewed programs on cable television between January and September 2021—with last year’s Super Bowl LV accounting for 20.3 billion minutes viewed.
要想在超级碗广告中大获全胜，并确保 600 万美元的投资能够带来回报，广告就必须在 30 秒的广告之后长期发光发热。虽然在超级碗期间投放广告通常是一种提高品牌知名度的策略--即使对于那些已经成为市场领导者的品牌来说也是如此--但广告插播必须被视为更强大的营销策略的一部分，这样才能在比赛日结束后长期培养消费者。
品牌应始终努力成为消费者心目中的首选；但过分关注知名度策略会削弱超级碗广告的潜力。营销人员应将其广告纳入全漏斗方法，持续执行品牌建设计划，支持漏斗上层，并在潜在客户和老客户向漏斗下层移动的过程中培养他们。将围绕品牌超级碗广告的每一个消费者接触点都视为品牌建设的机会，营销人员就能开展更具凝聚力的营销活动，产生更大的影响。
将知名度转化为品牌建设
超级碗广告不仅要实现品牌的短期提升，还应该强化品牌的常规电视广告，而不是取而代之。已经听说过某一品牌的消费者可能最终会在超级碗比赛后被迫购买该产品，而在比赛日首次了解某一品牌的消费者可能只是将该品牌纳入他们的考虑范围。同样，"超级碗 "广告也能在关键利益相关者那里强化品牌，如啤酒经销商或汽车经销商。超级碗广告的另一个好处是，这些广告投放可以阻止竞争对手使用自己的播出时间--因此营销人员希望充分利用这一时机，让自己的品牌成为消费者心目中的首选。
To increase the reach of their Super Bowl ad and solidify its impact on audiences, marketers can air the commercial outside of that 30-second TV slot. More organizations are choosing to share their ads ahead of the game, with brands like Amazon already releasing their 2022 Super Bowl commercials. Additionally, continuing to air Super Bowl ads after the event also strengthens brand building efforts by increasing wear-in, which grows the ROI on the placement. Known as the halo effect, ads aired again after the game are more recalled and liked by viewers who tune into the Super Bowl than those who did not watch the game, underscoring how repeated brand exposure can solidify a consumer’s relationship with a brand.
Play the long game
Super Bowl advertising is useful for increasing awareness and quickly achieving reach goals—but zeroing in on short-term tactics loses marketers the opportunity to drive bigger returns over time. Nielsen historical data shows that the ROI for Super Bowl advertising is lower than typical TV spending, meaning the short-term lift from these placements isn’t as impactful as marketers anticipate. To expand a Super Bowl ad’s impact, marketers should think of the Super Bowl ad moment as a launch point for a bigger campaign. Given how many viewers tune in specifically for the ads, Super Bowl ads tend to fuel higher-than-usual ad recall (e.g., 尼尔森Ad Intel found that ad recall for a Super Bowl ad from a major food and beverage company delivered 80% higher recall than the brand’s other TV investments). However, remembering an ad isn’t the same as acting on it, which is why marketers need to establish a path of consumer touchpoints that prompt future action.
社交媒体可以成为后续接触点的有力渠道。超级碗广告播出后，通常会在社交媒体上引起热议，人们也会与广告品牌进行互动。许多消费者还会寻找他们在比赛期间错过的广告，从而进一步提高了收视率。营销人员应利用这一热点加强与消费者的联系。除了鼓励销售的 "号召性行动 "外，广告还应引导消费者采取能让他们保持品牌氛围的行动，如关注其社交渠道、使用标签或加入忠诚度计划。通过建立全方位的品牌建设活动，不断加强品牌对消费者的价值，营销人员将看到每个单独策略的投资回报率（如超级碗活动）都在增加。
即使是 "超级碗 "广告也可以作为营销人员的学习经验，让他们随着时间的推移不断强化自己的信息传递和策略，这就是为什么营销人员应该对自己的营销活动抱有持续优化的心态--同时拥有一个动态的营销技术工具箱。使用正确的工具来了解渠道顶部工作和渠道底部工作之间的所有接触点，有助于更好地了解每项投资的价值，从而使营销人员能够敏锐地评估绩效，更好地规划未来的计划。
超级碗是品牌的一个闪亮时刻。除了提高品牌知名度，营销人员还应该利用超级碗广告与关键受众建立长期关系。这样，他们就能确保超级碗广告在首次投放后的很长一段时间内都能继续获得成功。
This article first appeared on DMCNY.
