26 Mar 2015

Digital Influence & Advertising

By Amberly Dressler, Managing Editor

Each Super Bowl, big brands reach into their deep pockets to call attention to their business for the purpose of selling products or services, and 2015 was no different. Everyone from T-Mobile to Wix.com showed they had access to the biggest stars and the best writers for their pricey commercials. So pricey, in fact, that this year’s Super Bowl advertisers paid $4.5 million for 30 seconds of airtime. What could $4.5 million buy on the Web?

Programmatic media buying platform RocketFuel found that for the same cost as a 30-second Super Bowl TV spot, digital advertisers could buy an 11-day takeover of the YouTube homepage, a nine-day takeover of Turner Networks’ affiliated Web pages (e.g. TNT.tv, CNN.com, NBA.com, Adult Swim, etc.), 45 days of standalone ads on Facebook’s logout page and more than 37 days of promoted trends on Twitter (paid positioning atop the network’s Trends feature). That’s a lot of potential influence, which big brands would be smart to explore.

What online advertising affords is more control over messaging and more control over how and when that messaging is delivered. Advertising today is no longer about the number of eyeballs on a screen (nor is it about the number of clicks from a display ad). Advertisers with sophisticated acquisition strategies understand the significant shift occurring today – that advertising for awareness (and clicks) is only a means to an end, but advertising for influence has the potential to create greater profits and lasting relationships. To build influence, the savviest advertisers are creating messaging that not only calls attention to their products and services, but also how consumers view the world – developing content that is reflective of a user’s needs and sharing it at a moment in time when it’s most impactful. In many ways, it’s the end of ‘Net advertising as you know it – as well as the beginning.

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