Larger Companies are Focusing on Online Ads versus Super Bowl Ads
John Borkowski, January 27, 2011
As the much anticipated Super Bowl XLV draws nearer and nearer and the pressure on Steelers Head Coach Mike Tomlin, and Packers Head Coach Mike McCarthy heats up, there is another pressure looming in the air; the Chief Marketing Officers of organizations that have decided to spend $3 million for a :30 second clip on Fox Network. Fox has confirmed that 100% of ad space has been sold, with the big game a bit over a week away. Reports issued by online marketing research companies tell us that the usual companies will make an appearance…E*Trade, General Motors, BMW, Doritos, and Budweiser.
Marketing experts and business owners have pondered a new question this year...Is it more cost effective to switch to online ads versus placing a $3 million Super Bowl Ad? We are in the era of social media and online advertising is on the rise. Most businesses can build a year-long marketing campaign for the same $3 million that will expire on the 31st second of a super bowl ad. Social media sites Facebook® and Twitter® give organizations an inexpensive (surely not $3 million!) way to advertise to a multiple number of consumers that follow their businesses online. Company Mercedes-Benz is launching the “World’s First Twitter Fueled Race” which will award a vehicle to a two person team who gains the most Tweets and Facebook “likes” for Mercedes-Benz. This is a great example of a larger company focusing more on social media advertising.
Ken Wisnefski, Founder and CEO of WebiMax.com says "It is my experience and the experience of the organization I represent that companies are utilizing online advertising versus traditional marketing tactics. We see electronic communication of products and services, as a more efficient means of reaching clients. Companies today want to create a more cost-effective marketing campaign that provides customers with an interactive experience.”
With Super Bowl XLV 10 days away, the pressure is on in several corporate marketing offices just as much as it is on in Pittsburgh and Green Bay.