Would you pay $7M for a 30 second Super Bowl ad?

Super Bowl ads cost $7 million for a 30-second slot this year.

Last year, an estimated 113million viewers tuned in for the event, according to average audience estimates.

So, if you can make a lasting impact in 30 seconds the $7M might be worth it.

However, this space is usually taken up by B2C brands like McDonald's and Ford.

They tend to run digital teaser campaigns leading to the Super Bowl and create a huge hype around the Super Bowl ad, so even if you miss the 30 second ad you don't miss the buzz.

This year a B2B brand is participating.

Papaya Global is a late-stage global workforce payment startup and they are running a 30-second ad on Sunday.

The ad is meant to highlight the company’s software, which helps other companies stay compliant running payroll for cross-border teams.

Standing out was a big piece of why Papaya decided to do the Super Bowl ad, according to the company’s VP of brand and communication, Jessica Malamud.

Malamud said in a recent interview that the employee payments space has gotten more crowded since the company originally launched.

If you have been following the discussions in the DMD group, you already know that creating a buzz by drip feeding content on a variety of channels over a period of time is the strategy that we recommend.

And it works very much like Jay Abraham's Pre-eminence and Dan Kennedy's Magnetic Marketing to attract people who are ready to purchase.

For a detailed discussion on how to make this happen for your brand, reach out to us today.