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Superbowl Ads Are So Darn Ineffective by Augustine Fou

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Advertisers should be smarter about using (or NOT using) SuperBowl ads. If you must, then at least pair it with digital and social ‘followups’ so at least you get some feedback loop about whether it worked or not.”

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Superbowl Ads Are So Darn Ineffective by Augustine Fou

  1. 1. Superbowl Ads are less effective than you think Dr. Augustine Fou http://linkedin.com/in/augustinefou Marketing Science Consulting Group, Inc.May 31, 2012 1
  2. 2. 2009 – Forgotten by Day 3 “it’s over after it’s aired” Even Superbowl ads stimulate only fleeting recall – of the top 100 daily Google searches how many were related to Superbowl ads?: • Feb 1 (day 0): 20 of 100 • Feb 2 (1 day after): 6 of 100 • Feb 3 (2 days after): 1 of 100 • Feb 4 (3rd day): ZERO of 100 (forgotten ) Source: Marketing Science Blog, February 3, 2009May 31, 2012 2
  3. 3. 2010 – Hitwise: SuperbowlAds drive generic searches People searched for the ads not the brands; Google and YouTube got all the free traffic lift. Source: Hitwise Feb 22, 2010May 31, 2012 3
  4. 4. Largest Super Bowl advertiser.. 1988: 50.4M barrels 2001: 33.4M barrels 2010: $555 million ad spend 1996 “bud”-”why”-”zer” 1999 “whassssuuuuup?” 2012: 17.7M barrels …Anheuser-Busch’s 24 yr sales slump.May 1, 2012 4
  5. 5. 2012 – Can you name the Hint: they are ALL 2012 Superbowl ads …companies behind these ads?May 1, 2012 5
  6. 6. GM: Super Bowl Spots NotWorth The Cost; Skips 2013 “ … at $3.5 million for 30 seconds, with the significant increase in price, we simply can‟t justify the expense,” said GM’s marketing chief Joel Ewanick in a statement. Source: Wall Street Journal May 21, 2012May 31, 2012 6
  7. 7. So what? “Advertisers should be smarter about using (or NOT using) SuperBowl ads. If you must, then at least pair it with digital and social „followups‟ so at least you get some feedback loop about whether it worked or not.” - Dr. Augustine FouMay 31, 2012 7
  8. 8. Dr. Augustine Fou – Chief Digital Strategist “I advise clients on creating „unified‟ marketing campaigns that leverage both traditional and digital channels optimally.” FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT 95) AT AGE 23 ClickZ Articles: http://www.slideshare.net/augustinefou LinkedIn: http://www.linkedin.com/in/augustinefouMay 31, 2012 acfou@mktsci.com 8

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