New Tactic for Super Bowl Advertisers

Perhaps you’ve found yourself a bit confused recently. If advertisers are wiling to spend $3.5 million for a 30 second spot during the upcoming Super Bowl, then why are they posting these advertisements on YouTube before the big game?

For the first time, advertisers seem to be using this tactic, and waking up to the importance of social media for their success.  Analysts are saying that this year shows a turning point for businesses that are incorporating social media into their advertisement plans like never before.  As Tim Calkins, professor of marketing at Northwestern University, said “This year, we’re really seeing it go to a totally new level where marketers are making social networking a core part of their Super Bowl efforts.” 

Advertisers are trying a new way to extend the life of their costly commercials and to build viewer excitement. They are doing so this year by showing either teaser clips, or the entire commercial, on TV or the Internet.  As Peter Daboll, CEO of Ace Metrix, points out however,

“This is kind of a risky tactic to us. With such a large audience watching the game, there’s a certain surprise appeal.”

Time will tell whether the social media craze will be worth it for advertisers after the Super Bowl – or if they’ve abused their outlets by offering too much access ahead of time.