Twitter has tripled the number of advertisers it’s working with directly since last year. For its 13 advertiser partners, among those PepsiCo and Anheuser Busch, Twitter is staffing “war rooms” to generate content in real time and monitor social conversations.
Meanwhile, YouTube has partnered with the NFL this year to churn out exclusive content surrounding the game. And through a separate partnership with Collective Digital Studios, YouTube is creating a halftime show to test audience engagement.
Tumblr, too, is looking to participate and struck a partnership with NBC to house Super Bowl ads immediately after they air on Sunday.
“All of these [ad products] point toward a wide acceptance of multiscreen, multitouch and multilayered set of experience within major sporting events,” said Smith, adding that Horizon is measuring these efforts using Nielsen’s cross-campaign ratings (XCR) product.
“We are also looking at YouTube engagement and social metrics, where our ads will be housed for social viewing, to understand the emotional connection we are driving with the audience,” Smith explained.
Horizon will also use mixed modeling to measure how linear and digital Super Bowl media is driving sales for its clients.
“We are attaching first-party site conversation data to retarget existing mid- and lower-funnel customers in Super Bowl content across the web,” Smith said. “We’re also measuring the impact of this as A/B test vs. non-first-party Super Bowl targeting. “
Others are using brand awareness as the core metric. Havas will couple social listening leading up to and during the game with brand studies for its main client, Avocados From Mexico, and will apply those insights back to regular campaigning post-Super Bowl.
“The Super Bowl is going to help us identify and solidify live audiences,” Kasper said. “It’s going to help us continue to grow our understanding of our target audiences and pinpoint which demographics are gravitating toward our client.”
But with ramped up digital efforts this year, how much inventory is being bought and sold programmatically?
“We’re using programmatic in terms of targeting through social channels, and in areas like video to push the spot and surrounding content out,” Kasper said.
But he noted that automaton might not be right for the particulars of Super Bowl advertising.
“We’re doing a lot of stuff that’s not automated and more manual, which is just as important,” Kasper added. “It’s dangerous to put everything in an automated basket for something like this because you have to make very specific and qualitative decisions to make it work.”
It may be too soon for programmatic to be the dominant strategy for Super Bowl advertising this year, but given time that could change. Advertisers are seemingly starting to reserve Super Bowl spots in an automated manner, but they're starting small.
On Sunday, WideOrbit will traffic two 15-second spots for Mondelez, through TubeMogul’s programmatic platform, PTV, to be aired in Erie, Penn. Erie’s a testing ground, but could point to national programmatic strategies to come.