The Super Bowl is that rare TV event where fans watch the commercials as intently as the programming, which also means that marketers are looking to gain traction not only on the big screen that friends and family are watching together, but on individual mobile devices through social and search channels.
Brands that paid millions of dollars for a single TV spot boosted their investment by leveraging cross-screen engagement, while other brands, even those who didn't advertise during Super Bowl LVI, looked to take advantage of all the attention around a single event to redirect some of those eyeballs and clicks toward their product.
Performance and brand success during the Super Bowl has broader implications for the rest of the year. Marketers use the occasion of the Super Bowl to introduce new strategies and messages. As the relationship between linear TV, CTV and mobile-first social platforms evolves, marketers across the industry can learn lessons about these moving goalposts and how they apply to their particular brand game plan.
Game day or game week?</h2>
Brands that show an ad during the game are looking to gain awareness during their big moment. But they also realize that the hype surrounding the game begins much sooner, and hopefully extends in the days and weeks following.
This doesn't mean that awareness didn't spike to another level during the game. The most unlikely sign of advertising success during the Super Bowl was probably when Coinbase's ad ran with a QR code and the Coinbase app crashed from all the traffic. Mission accomplished, I guess!