What’s The Secret To Successful Super Bowl Ads On TV? Mobile Phones.

Advertising on the Super Bowl and related programs is as expensive as it is impactful, given the reach the Big Game commands year after year. The last Super Bowl telecast garnered an audience of over 123 million, with this year expected to surpass that figure. 

Advertisers should remember that 95% of that audience also owns mobile phones, making a mobile strategy an important consideration to get the most bang for their Super Bowl buck. The recently released Consumer Insights report from AI-powered performance marketing platform Wunderkind highlights how consumers prefer to engage with mobile devices. 

• Format: 40% of those surveyed prefer that brands communicate with them via email, while 20% prefer text. Use a mixture of both to increase the chances of post-game conversions. And pay attention to demographics, as 65% of older generations (65+) prefer offers via email vs text, while younger generations skew toward text messaging.
• Platform: 28% of consumers learn about brand offers through social media ads. Extending Super Bowl ads to social platforms is essential to maximize the cost of the TV campaign. Aligning social and digital content to extend engagement beyond the TV spot through social media, influencer partnerships, and behind-the-scenes Super Bowl content drives deeper brand connections.
• Personalization: 83% of consumers are more likely to purchase from a brand that personalizes its messages. That means post-game followup messages like cart abandonment reminders or price alerts customized to any products or services fans may have explored during the game can prove highly impactful. 

To best take advantage of these insights, brands advertising with the Super Bowl should establish real-time text and push notifications along with their Super Bowl ad spots to establish and sustain consumer engagement. 

If you're interested in exploring these strategies further, download the full Consumer Insights Report free at Wunderkind.co.

Also, be sure to check out more Super Bowl insights from Wunderkind and other Measure partners in our special Super Bowl hub.