Tag: super

How brands are measuring Super Bowl ad success

An estimated 123.7 million people tuned in to watch the Super Bowl on February 11, making the event the most-watched single-network telecast of all time, per Nielsen. That’s good news for CBS and the football industry — and advertisers as well.

Super Bowl commercials are costly. A 30-second ad this year, according to sources, totaled $7 million. Still, many brands decided to make the investment, using the opportunity to reach new audiences or tease new products.

Many years ago, brands’ Super Bowl efforts revolved around TV. Now, with audiences interacting with Super Bowl content on various channels — linear TV, digital websites, Instagram and TikTok among them — brands are drawing out the length of their Super Bowl campaigns and repurposing the content long after the ads have aired. They see these ads as investments in building brand awareness over time, a long-term bet for bigger market share.

At the same time, brands are methodically tracking parts of their campaigns to see the direct impact on their businesses and provide reassurance to investors. With so many ways for consumers to view and respond to content, brands are using a wide range of KPIs to judge the success of their Super Bowl ads.

Here’s what three brands who ran their first Super Bowl ads in 2024 — Vuori, Salomon and Nerds — took into account.

Vuori

  • Ad title on YouTube: “A New Perspective on Performance Apparel”
  • Super Bowl ad length: 30 seconds
  • Ad’s main KPIs: Web traffic and brand awareness

Athleisure brand Vuori turned around its Super Bowl spot in less than a month, founder Joe Kudla told Modern Retail. The brand, which is in the midst of opening 20 to 25 new stores a year, had run TV ads for years. It sees TV as a valuable marketing

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‘Advertisers tried too hard’: Few Super Bowl LVIII ads win as celeb takeover continues

Super Bowl LVIII on Sunday delivered another nail-biter on the field but a lot of head-scratchers on the advertising front — hello, Temu and RFK Jr. — with just a handful of clever, albeit conventional, commercials cutting through the clutter. 

The Kansas City Chiefs secured a clutch win over the San Francisco 49ers in overtime at Allegiant Stadium in Las Vegas, fortifying their status as the next NFL dynasty. The night also acted as a Hollywood moment for fans who have tracked the relationship between Chiefs tight end Travis Kelce and Taylor Swift, capped off with a victorious kiss, though the excitement mostly stayed focused on the ups and downs of the game itself (with one of Kelce’s blowups achieving meme status).

Marketers seeking a similar moment in the sun relied on tried-and-true tactics, playing it safe in the wake of a year rife with culture wars controversy, though the realities of an election cycle and global strife still uncomfortably crept in. As with last year’s big game, too many companies relied on the mere presence of a celebrity (or celebrities in many cases) to score points, with humor, wit and a connection to the product curiously absent. A deluge of listless cameos ended up benefitting ads that actually had a distinctive angle, such as CeraVe’s winning, weird effort with Michael Cera or State Farm’s campaign playing on Arnold Schwarzenegger’s accent, the leader of the pack for USA Today’s closely watched Ad Meter

“The Super Bowl this year was the Kitchen Sink Bowl,” said Jason Harris, president and CEO of agency Mekanism, in emailed comments. “Advertisers tried too hard. Instead of one celebrity, they put in 5 or 6. Instead of one clear joke, they aimed for several. It was overly complex and hard to even

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Kanye West divides fans after blowing $7MILLION on a Super Bowl advertising spot to share a bizarre homemade video filmed in the backseat of his CAR

Kanye West enjoyed a victory of sorts on Sunday evening after spending $7million of his own money to share a homemade video during the Super Bowl. 

The outlandish rapper was in attendance at Allegiant Stadium in Las Vegas as Kansas City Chiefs triumphed over San Francisco 49ers to claim their third title in five years. 

But if West’s Alexander McQueen designed crucifix mask hadn’t already commanded enough attention, the zero-budget commercial filmed to promote his new merchandising campaign certainly did. 

The 25-second clip, filmed on a mobile phone, finds West – his voice affected by newly fitted titanium dentures – urging viewers to visit his Yeezy website as he travels in the backseat of a car. 

‘Since we spent all the money on the commercial spot we actually didn’t spend any money on the actual commercial,’ he admits, before urging viewers to visit his Yeezy website. 

Kanye West enjoyed a victory of sorts on Sunday evening after spending $7million of his own money to share a homemade video during the Super Bowl

Kanye West enjoyed a victory of sorts on Sunday evening after spending $7million of his own money to share a homemade video during the Super Bowl 

The 25-second clip, apparently filmed on a mobile phone, finds West urging viewers to visit his Yeezy website as he travels in the backseat of a car

The 25-second clip, apparently filmed on a mobile phone, finds West urging viewers to visit his Yeezy website as he travels in the backseat of a car

Brands including Dunkin’ Donuts, Mountain Dew, Uber Eats and Oreo spent an average $7million apiece to secure an advertising spot during Sunday evening’s Super Bowl – watched by 114million across the globe. 

But while West’s bizarre homemade addition to the TV schedule was at odds with the glossy, big-budget commercials that aired on Sunday, some fans claimed it was a stroke of marketing genius. 

Taking to X, formerly Twitter, one impressed viewer wrote: ‘The genius that is Kanye West. Put

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How to Write a Killer Call to Action: 8 Super Effective Tips

Read to the end of this blog post to receive $1 million!

Oh, if only that were true. However, now that you’re thinking about the proper way to motivate someone, let’s talk about the mighty call to action (CTA).

A CTA is the most important element in most marketing messages. Whether you want people to place an order, set an appointment, or subscribe to your email, CTAs are the final step in making it happen.

call to action - example CTA from Duedil

Look at that blue call-to-action button telling us what to do next.

But how do you write a good call to action?

In this guide, we’ll show you how to craft the type of CTAs that jump off the screen and get people to do the one thing you really want them to do. Maybe you won’t get a million dollars directly, but with your new CTAs at the ready, you’ll generate a lot more business. And that’s almost as good.

Table of contents

What is a call to action in marketing?

In marketing, a call to action, or CTA, is a word or phrase that tells your target audience what to do next. They can be plain copy, but they’re often clickable links either in text or in a CTA button.

call to action - screenshot of a landing page from brand Bark Bright

You can use CTAs in just about any type of marketing message. In fact, a customer might see several CTAs as they move from unaware prospect to repeat buyer.

For example, someone might click a “learn more” button on your Facebook ad, then click a “subscribe now” button on your landing page, then click a “buy now” CTA button from your newsletter.

🚨 Boring CTAs won’t cut it. Download this free guide of the 36 best call-to-action phrases ever and start using conversion-boosting CTAs.

Benefits of a good call to action

A call

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