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Sure, the #SuperBowl is great and all, but everyone knows it's really about the commercials. But, just how much ad spend do brands invest, the week before and after the big game? In 2023 top advertisers like Mondelēz International spent $2.94M on their #Oreo campaign, while Dunkin' threw $2.67M into their Ben Affleck driven ads, both unmatched against The Coca-Cola Company, which allocated $9.5M in the same time frame. And, while brands pay a premium for 30 seconds of air time to the largest audience of the year, spend and channel strategy for the other 364 days is just as important. In fact, US ad spend within the snack foods category has increased $200M in 2023, with the CPG category, as a whole, increasing spend 5 pts YoY on Instagram, 4 pts. on YouTube, and 3 pts. on TikTok, compared to all other categories. Want to see more insights about the CPG category and snack'n advertisers? You can watch the game. We'll crunch the numbers. Check out our full report here: https://twrdata.co/3UFrOgh #TheBigGame #CompetitiveIntelligence #MarketIntelligence #AdIntelligence #Snacks #SuperBowlCommercials

It's funny how many people praise the CeraVe Super Bowl ad (featuring Michael Cera) as the best Super Bowl ad of this year. And then there's this rating. There are people calling CeraVe’s ad “the most memefied ad of the year” and “an ad that creates buzz” or even “viral”. And sure, it will look great in a Cannes Lions case study. But does it actually work? (IDK btw.) Here, for those who missed it: https://lnkd.in/ezS73vNB Don’t get me wrong, I love it. As a creative, there's a lot I personally find fun and engaging. Plus, I like the guy (who doesn’t, right?). But on the other hand, you have commercials like T-Mobile's that make me physically feel sick (not only as a creative but also as a human being). Yet, it apparently works. That leads me to the point. What are we, as advertising professionals, committed to doing? Creating nice videos that drive memes, or ads that drive sales? (Gosh, I still hope CeraVe’s ad worked, because I love it. Maybe Jon Evans might share some numbers?)

Ad testing data from System1, The Creative Effectiveness Platform, helped determine what ads ranked highest across different categories, from brand building to fan favorite. System1 used audience reaction to test ads against “four Cs”: characters, celebrities, cultural references and comedy. By registering consumers' emotional responses second-by-second throughout an ad, System1's Test Your Ad scores long-term brand building (1.0 - 5.9 Stars) and short-term sales potential (Spike Rating based on emotional intensity and strength of branding). Behavioral research company Veylinx found that Super Bowl Sunday ads fuel a 6.4% increase in demand among viewers versus traditional primetime media buys. This year's ads averaged 2.7-Stars, down from 2023's 2.9-Star average but above the 2.3-Star average for all US ads. The top ads for brand effectiveness were: Michelob ULTRA, “Superior Beach”, Reese's, “Yes!”, Hellmann's, “Mayo Cat”, T-Mobile, “That T-Mobile Home Internet Feeling” and Lindt, “Life is a Ball”. While the brands that boosted their short-term sales potential the most were Dunkin', Hellmann's, Reese's, Oreo, and State Farm. #DrexelSBIZ #SportBusiness #SBLVIII #NFL #Chiefs #49ers #Dunkin #REESES #hellmanns

Snack Industry Ad Spend Gives Consumers Something to Chew On Ad spend within the sub category of snack foods has increased materially over the past few years, up 42% YoY and 10% YoY in 2023 and 2022, respectively. This has outpaced overall US ad spend in 2023 (up 15% YoY) and the larger CPG category (up 20% YoY). Furthermore, spend in the CPG category is directed towards younger audiences, with spend up 5ppts on Instagram, 4 ppts on YouTube, and 3 ppts on TikTok compared to the percentage of spend by channel across all categories in 2023. https://lnkd.in/gtfT8cZH

#CampaignSuccess: 🚀 We are thrilled to share the success story of our groundbreaking campaign with BigSave! 🌟 The mission was clear: boost foot traffic into BigSave stores during the festive season with strategic location-based targeting. 🎯 The results? Nothing short of phenomenal! 📈 BigSave's promotions soar to new heights thanks to our innovative approach. From pinpointing high-potential areas to crafting location-based campaigns, we left no stone unturned to drive results. 🔍 Dive into the details of our success in our case study: https://lnkd.in/dgeUd5vS #SuccessStory #CampaignSuccess #BigSave #LocationBasedTargeting #SebenzaSuccess #sebenzawifi #taxiadvertising #taxiwifi

Retail Media is exploding and it looks like Tesco has cracked the code by using insights generated via 21 million Tesco Clubcard households. 🚀🚀 - UK's largest closed-loop Grocery Media & Insight Platform - Media screens in 500+ stores - 6,500+ campaigns annually - Giving advertisers ROAS of ~6.6x compared to 3.8x in other channels - Worked with 450+ of the UK’s leading brands PepsiCo Case Study: - Helped PepsiCo snacking brands outsell competitors during the 2022 Soccer World Cup. - Two-pronged approach to audiences (1. Brand Awareness, 2. Mission-led Segment). - Full circle tailored messaging through Store Screens, Tesco.com, Facebook, and Instagram. - Solid end-of-campaign ROAS of 8.54x. - Generated 18 million impressions and 36% brand penetration.

Super Bowl Sunday provides brands with an incredible opportunity to reach millions of viewers, significantly enhancing their brand awareness and potentially tapping into new audiences they haven't previously engaged. But, the bar is set high for brands that are advertising during the game, as viewers expect to be entertained from kickoff, to the final seconds on the clock. And, with an average cost of $7 million for a 30-second spot, brands must give it their all. Considering the substantial investment needed to reserve the slot, not to mention the costs also incurred for creating the ad, how do brands determine if the campaign was successful? This is where market research comes in. Conducting post-testing market research can provide your brand with a better understanding of the performance of your campaign. Need help developing and conducting your brand's next research study? Contact the market research experts at Limelight Insights to get started. #superbowl #superbowlsunday #nfl #nflnews #gameday #advertising #marketingcampaign #superbowlad #superbowlcommercial

"𝗛𝗮𝘃𝗲 𝘆𝗼𝘂 𝗲𝘃𝗲𝗿 𝘄𝗼𝗻𝗱𝗲𝗿𝗲𝗱 𝗵𝗼𝘄 𝗠𝗰𝗗𝗼𝗻𝗮𝗹𝗱'𝘀 𝘁𝗿𝗮𝗻𝘀𝗳𝗼𝗿𝗺𝗲𝗱 𝗮 𝘀𝗶𝗺𝗽𝗹𝗲 𝘀𝗹𝗼𝗴𝗮𝗻 𝗶𝗻𝘁𝗼 𝗮 𝗴𝗹𝗼𝗯𝗮𝗹 𝗰𝘂𝗹𝘁𝘂𝗿𝗮𝗹 𝗽𝗵𝗲𝗻𝗼𝗺𝗲𝗻𝗼𝗻?" McDonald's iconic "I'm Lovin' It" campaign, launched in 2003, remains one of history's most successful advertising endeavors. The genius of this campaign lies in its simplicity and universal appeal. With its catchy jingle composed by Justin Timberlake, "I'm Lovin' It" seamlessly embedded itself into popular culture, becoming not just an advertising slogan but a cultural phenomenon. 😍 The campaign effectively tapped into the emotions and desires of consumers, associating McDonald's with feelings of joy, satisfaction, and indulgence. 🍔🎶 Furthermore, 'I'm Lovin' It ' marked a strategic shift in McDonald's marketing approach. The campaign targeted younger demographics by embracing a contemporary and hip image, aligning the brand with modern lifestyles and trends. McDonald's crafted a cohesive brand experience that resonates with consumers worldwide through television commercials, digital media, and merchandise. 📺💻🌍 This campaign's enduring success underscores the power of a well-crafted message to transcend mere advertising and become ingrained in the collective consciousness. ✨ "What's your fondest memory associated with McDonald's 'I'm Lovin' It' campaign? Share your stories below!" #ImLovinIt #McDonaldsMemories #CulturalPhenomenon #BrandSuccess #NostalgicAds #MarketingMagic

Lot of brands are MISSING THE BOAT 🚢 when it comes to using #digitalshelf to optimize #retailmedia -- but not Kraft Heinz. Yes, audience data is important. Yes, good creative is important. Yes, attribution data is important. Yes, incremental sales are important. But if you're not sending traffic to products that can convert, what's the point of the spend in the first place? All this is to say that the shopper experience should be at the heart of your media bidding strategy and that comes from digital shelf measurement. Am I in stock? Am I priced right? Is my content good? In this video, JEAN PHILIPPE NIER of Kraft Heinz UK discusses how they made their #amazon #PrimeDay campaigns more efficient by adjusting bidding in #Skai based on Profitero out of stock data. It's not too late for you to unlock this same advantage for #Cyber5, either. You can read more about how brands can leverage the power of #digitalshelfanalytics to optimize retail media. See the awesome blog written by my colleague Caroline Ballard in the comments 👇

"With lots of channels, how do we capture attention?" Retail expert Colin Lewis, gave the Cannes Lions audience a deep analysis of four retail campaigns; John Lewis & Partners, ASOS.com, Optimum Nutrition & then outsider campaign Juspy, that are doing a fantastic job of reaching across all media touchpoints from their initial campaign concept. He advocated that you can join the flywheel from any of the three points of entry; from commerce to build out media, media to build creativity or creativity which then builds out commerce. (Subscribers to https://lnkd.in/e83aApPc can watch here: Creative Impact Unpacked: How Do Creativity, Media and Commerce Combine? https://lnkd.in/e3WjGgVR) #CannesLions2024