There has been a lot of buzz about how for the first time Superbowl ads will be less about warm fuzzy feelings and more about generating direct response ….
Over the years, it has been called the Ad Bowl, the Bud Bowl and the Buzz Bowl. Super Bowl
XLIII on Sunday will probably go down as the Hard-Sell Bowl.As the economy soured, advertisers began crafting a hard-sell approach to their game ads, and the results will be on display Sunday. They offer a stark contrast to the slapstick of Budweiser
‘s flatulent horse and Electronic Data Systems
‘ Herding Cats branding ad that in past years tended to soft-peddle products and services.
For television viewers, the Super Bowl offers an annual midwinter spectacle. On Sunday, in addition to a football game and a halftime show, they can watch Madison Avenue
try to walk a tightrope. The advertisers, which are spending up to $3 million for each 30-second commercial during Super Bowl XLIII, have a tricky task before them. They must figure out the right way to speak to consumers worried about the wretched economy while at the same time not ignore the long-standing appeal of Super Bowl Sunday as a night of escapist fare.
Determined to get their money’s worth, many of Super Sunday
‘s advertisers have been using pre-game Web efforts to rev up anticipatory interest in the commercials. But the process works in the other direction, too, according to a survey conducted last week for advertising/marketing/consulting firm Hanon McKendry. Thirty percent of respondents who plan to watch the game said seeing the telecast’s commercials makes them more likely to visit an advertiser’s Web site.
Digital agencies are not only being invited to pitch brands as agencies of record — increasingly, they’re winning. And at least one top digital-agency executive said he thinks the movement toward digital agency as full agency of record has yet to take hold. “It’s way too early to call it a trend,” said Clark Kokich, CEO of Razorfish
. “But you are seeing certain select opportunities where it’s becoming a real alternative for clients.” According to him, the move toward becoming a full agency of record is not an explicit strategy for the agency but an opportunity that can’t be ignored. Razorfish does not have any full agency-of-record relationships but has poached a creative director
and a planner from the likes of McCann
Worldgroup and SS&K.
This Is Your Brain On Advertising
Madison Avenue is increasingly turning to neuroscience to refine the art of crafting successful ad campaigns. The Nielsen Co. jumped into the field earlier this year by investing in Berkeley, Calif.-based research firm NeuroFocus, which applies neuroscience to advertising research. Now Google is applying “neuromarketing” to video advertising. In a study released Thursday, Google and MediaVest used NeuroFocus findings to show that overlay ads appearing in YouTube videos grab consumers’ attention and boost brand awareness.