Super Bowl Metrics
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The document discusses the challenges of advertising during major televised events like the Super Bowl. It notes that advertising aims to attract public attention to products and businesses. While the Super Bowl draws millions of viewers, the cost of advertising is high. Additionally, brands must consider how advertising exposure during the game might impact their ratings, how social networks discuss the ads, and whether the return on their advertising investment will be worth the cost. The document emphasizes analyzing advertising data and goals to understand the potential benefits of such campaigns.
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Super Bowl Metrics
- 1. The Challenge of Advertising in the big game University of Lethbridge – Reading Class Gabriela Almeida
- 3. New Words Advertising - The activity of attracting public attention to a product or business Eg. (...) “that I found myself continuously pondering, relates to the *ROI of the many advertising campaigns that were shown.” *ROI = Return on Investment
- 5. New Words Consume - To occupy the full attention, interest, or time of. Eg. “I found myself completely consumed by one of the games most exciting distractions”
- 7. New Words Rating - A measurement of how popular, good and important someone or something is. Eg. “talking about the incredible advertisements that were shown around the game, ratings have been established” (...)
- 9. New Words Pan(ned) - Informal - to strongly criticize a film, play, book or something else in a newspaper, or on television or radio. Eg. “advertisements that were shown around the game, ratings have been established, and brands panned.”
- 10. New Words Filled
- 11. New Words Filled - To make something become full. Eg. “social networks have been filled with game memorabilia”
- 13. New Words Pondering - Formal – to think carefully and seriously about something. Eg. “that I found myself continuously pondering, relates to the ROI of the many advertising campaigns that were shown.”
- 14. New Words Airing
- 15. New Words Airing - Exposure to public attention. Eg. “I, like many business leaders, would have loved to have a commercial for their brand airing on TV or floating virally online”
- 16. New Words A game of inches
- 17. New Words A game of inches - a sport or effort with minimal gains or losses. Eg. “Advertising, like football, is a game of inches. ”
- 19. New Words Wrestle - To try to understand or solve a difficult problem. Eg. “The perplexing part of the equation that I wrestle with every day, is the "profit" or benefit”
- 21. New Words Plaguing - To cause pain or trouble to someone for a long time. Eg. (...) “I am drawn back to a conversation that I had this very morning with a potential client who was wrestling with the ultimate question that will also be plaguing her (and many other executives) on Super Bowl”
- 22. Reflecting about advertisement What are their real meanings? What do they have to do concerning to catch our attention?
- 23. Buy it! See it! Do it! Consume it! “I found myself completely consumed by one of the games most exciting distractions – the advertisements.”
- 24. Reflecting about advertisement What is the impact of social communication in a brand?
- 25. Reflecting about advertisement What is the impact of social communication in a brand?
- 26. Reflecting about advertisement What is the impact of social communication in a brand?
- 27. And about price? What cost is the right cost to pay for such exposure? Any advertising game, before playing, one has to try to understand whether cost of such an investment will be worth the potential benefit.
- 28. Profit x benefit “In a situation like the Super Bowl – one that will attract millions of eyes, the cost is fairly certain (although, depending on the channel that you choose variability can persist).”
- 29. What are your goals? “How will that data ultimately be analyzed, reported against, and reviewed, internally? Why?”
- 30. What are your goals? “How will that data ultimately be analyzed, reported against, and reviewed, internally? Why?” “Because understanding what you want the analysis to produce, is often just as important as what your strategic goals are.”
- 32. Thank you (: