Companies who are engaged in successful marketing campaigns are focused on cross-channel communication. Their strategy includes multiple channels with cohesive messages and branding, and ideally, one effort supports another. Brands who promote through traditional media channels such as television or radio must have this concept in mind.
This was especially true during Super Bowl 50. During the Super Bowl, there were more than 7.5 million incremental searches for brands advertising during the game, which was 40% higher than searches for brands during the 2015 Super Bowl. "Second-screen searching" is a powerful indication of brand interest, whether it is meant to re-engage with the ad, learn more about the advertised product, or to make purchase.
For many brands, this means that the advertising presence isn't the ultimate goal; the strategy isn't complete without the viewer following up on their mobile device.
There also seems to be a direct correlation with ad-driven searches and the intrigue of the game. During the 2015 and 2016 Super Bowl, when the game was very competitive throughout the entire second half, we saw these searches drop off in the second half. However, three years ago, when the Seattle Seahawks blew out the Broncos, ad-driven searches actually increased during the second half, probably because, at that point, many people found the game to be "boring".
Micro-moments happen all the time, even when people are sitting in front of the tv. Surely you've been guilty of playing on your smartphone while sitting in front of the big screen! Advertisers are taking advantage of that, and making sure when someone sees their ad, the micro-moment drives that viewer to take action on their small screen, whether it be to watch the ad again, learn more about the product, or make a purchase.
Did any of the Super Bowl 50 ads intrigue you enough to take a follow-up action on your smartphone?
Content from this article was generated by a recent Think With Google report.
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