Super Bowl ads are over-rated.
They worked when information was scarce. Before the internet, culture moved more slowly. And conversations could only happen in person.
Super Bowl ads are expensive. The average cost of a 30 second Super Bowl ad has skyrocketed.
Last year, a 30-second ad cost $5.05 million. $166,667 per second. 87% increase over the past decade.
With that same money, you can buy:
- 4 weeks of Snapchat lens.
- 2M more Facebook reach.
- 2.6B Instagram impressions.
- 2.6M Amazon paid search clicks.
Here’s how big brands think:
- The Super Bowl is a shared experience.
- ~111 million people watched the game last year.
- That’s why Super Bowl ads appeal to the lowest common denominator.
Big brands are stuck in their old ways.
They want us to talk about Super Bowl ads.
That’s why Super Bowl ads are memorable and quotable. But the conversation doesn’t happen in person anymore. It’s moved to the internet — where conversations go viral.
On Facebook, it’s like the Super Bowl every day. Facebook has 1.4 billion daily active users. As a result, "impressions" are a commodity.
I’ll watch the game. But I won’t watch the ads. I’ll look at my phone instead. Savvy brands know this.
Social media has changed the shape of advertising.
Gone are the days of poor data, imprecise targeting, and scarce ad inventory. Even “impressions" is an outdated term.
The best ads are informed by data and the best brands tweak their messaging for different customer sets.
Traditional advertising doesn’t work on social media. The best brands have invented new ways of telling stories. One example: I’ll be with friends so the sound on my phone will be off.
The best brands are on every screen, not just the big one.
Young people deplore traditional advertising.
They want to be talked with, not talked to. They don’t listen to brands. They listen to friends and influencers.
Super Bowl ads are mostly overrated. They're expensive, inefficient and hard to measure. Super Bowl ads are a tax that brands pay because they’re not relevant to people’s lives the rest of the year.
Less TV; more Internet.