How To Make a Splash During the Super Bowl Season (Without the Expensive TV Spot)
ICX Media, Inc.
We are an intelligence, data science, and precision-based audience activation partner helping brands stand out.
It’s Super Bowl season, which means part of the entertainment for viewers and consumers are long-awaited advertising campaigns from some of the biggest brands along with some up-and-comers hoping to make a splash in what is the most watched event of the year. Even with cord-cutters in the U.S. outpacing “cord-nevers” for the first time, according to Insider Intelligence, Super Bowl 2023 is expected to fetch nearly 100 million viewers if on trend from last year’s event.
This year’s lineup of brands features many of the tried-and-true categories, including consumer goods, beverages, alcohol, and automotive. And with economic woes and tightening media budgets, not every brand has the ability to place a multi-million-dollar TV spot in this year’s live event. But there still are ways to benefit from and capitalize on the gridiron’s big game.?
Boost your media efficiency.
The macroeconomic climate has put the impetus on brand marketers and media buyers, whose budgets have been under increased scrutiny for the last nearly twelve months, to fine-tune their campaigns in a significant way. This means that marketers are under more pressure than ever to show efficient use of ad dollars, especially during the Super Bowl season.
One way to optimize spend is leveraging the right audience intelligence and custom audience data to build powerful campaigns that resonate with your core consumers—consumers who self-identify as likely or highly likely to purchase your products. Tapping into the right contextual and behavioral data can provide insights and inform more efficient digital campaigns. In other words, don’t rely on static, stale data to move the needle.?
?Meet viewers and consumers where they are.
There have never been more digital channels, and for consumers, this means endless options and myriad choices of ways and places to consume their favorite content. And while millions of eyes will no doubt be glued to the big game this year, there are a whole host of opportunities to connect with your audiences before, during, and after it airs.
But for marketers, more channels through which to reach your audience presents their own set of challenges. Understanding where and how consumers like to engage is critical. Meeting consumers where they spend their time and in the channels they prefer can guide the content—and format, for example—which can lead to stickier, native campaigns and messaging that resonates deeply with your audience.?
领英推荐
Mirror—and augment—viewer demographics.
Lastly, to take full advantage of The Big Matchup this season but aren’t throwing your hat (and dollars) into the ad ring during primetime, there are still ways marketers can capitalize on it.
There’s no need to reinvent the ‘media’ wheel for high-impact campaigns. For example, if your brand or product fits a core category during The Big Game—whether that’s consumer goods, beverage, alcohol, or automotive—one way to tap into that audience is to mirror the demographics of the viewers who are primed and ready for those categories. Augment those segments by layering rich audience insights with key demographic criteria to align with their preferences. Conversely, if your brand doesn’t quite fit the Super Bowl ‘profile’ but is looking to build awareness and attract new customers in those audiences, bucking the trend and going against the grain can be just as effective.
As the Super Bowl fast approaches, brands everywhere are hoping to snag a little piece of the action and gameday hype. Luckily for marketers, opportunities abound to connect with their customers this season. And with a sound strategy and approach, backed by the right data, brands can avoid getting left on the sideline this season—without the hefty price tag.
ICX Media has made targeting football fans easier than ever. Search for "ICX Media NFL" in your preferred data marketplace or contact us directly for access to our audiences.
Thank you for reading. If you enjoyed this month's?edition of?Insider, be sure to subscribe, share, and like, or leave us a comment below.?
To learn more about?ICX Media?and our custom audience activations leveraging our 200+ million Rich Profiles in the ICX Media data ecosystem,[email protected][email protected]?to get in touch. Or go to?www.icxmedia.com.?