Super Bowl Advertising Trends Illustrate A Lack Of Uptake To Offline Integration

With the Super Bowl attracting record numbers of television viewers year-on-year, it would be expected that brand marketers would look to use traditional television advertising during this period. Including a reference to a brand’s online and social media profiles would help to increase visibility to these platforms, thereby boosting traffic and engagement. However, in regards to the Super Bowl this wasn’t the case, with a report by Altimeter finding that 32 percent of the 87 adverts shown didn’t include a single reference to one of the brand’s online portals.

Such a large margin of non-integration illustrates that many marketers aren’t aware of the benefits of offline and online integration. At a time when consumers are seemingly always connected to the internet, whether it be through their laptop, smartphone or tablet, combining offline and online strategies is key in driving engagement and building social visibility. When brand marketers are judged on their ability to bring in new fans and encourage engagement through online platforms, the lack of integration with offline channels appears to be a big missed opportunity for a brand looking to extend its popularity to the masses.

It could be argued that Super Bowl adverts are more of a ‘spectacle’ than an advertisement and as such marketers didn’t feel the need to include such links, perhaps assuming that word of mouth would help spread brand visibility at the time and over the coming days through news reports and online channels. But without a call to action, the brand had no way of tracking real-time reception from the viewing audience, and as such can’t fully determine how effective the advert was in attracting viewers to interact with and purchase from the brand.

Clearly there is a requirement for change. With portable devices for internet access currently so popular, brands are missing a trick when it comes to increasing their customer base. Consumer trends illustrate that people are looking to spend an increased amount of time browsing and shopping online, with it being likely that many will be watching the television at the same time. Such incorporation doesn’t require a massive overhaul; it could simply be a symbol of a social platform or specialist offer for those who visit the profile having viewed the advert. But with trends pointing towards an increased number of people accessing the internet on the move, such activities have the potential to drive traffic and visibility to a brand’s profile at little extra cost.

It’s easy enough for a brand to create a social media profile, but without relevant marketing a brand is restricting the audience it has the potential to reach, decreasing engagement and visibility as a result.

By: WoDavis

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Punch Communications is an integrated PR, social media and PR agency at the forefront of presenting its clients with online PR to help maximise brand awareness through digital means. Through its focus on digital PR, Punch ensures its provides clients with a PR campaign across on and offline channels.