Secondary Devices are Changing Super Bowl Ads

The Super Bowl is the most television event in the United States, so it’s hardly surprising that ad space for a Super Bowl commercial goes for millions of dollars. After all, commercials have become half the reason a majority of people watch the Super Bowl. Marketing agencies are now faced with the challenge of getting viewers’ attention when many watch the game on secondary devices and a majority of viewers are using secondary devices while watching the game.

This year, people trying to stream the Super Bowl on a secondary device could only stream it on CBS Sports online or on their Roku, Apple TV and XBOX One (if they had the CBS Sports channel app). All of these devices played the same commercials as the people watching the game via traditional television. This way, CBS was able to control the commercials and ensure that the ad space remained valuable for marketing agencies.

Of course, the new challenge for advertisers is to keep the attention of viewers during the commercials because of the distraction created by secondary devices. People are using social media and other apps on their smartphones and tablets all the time. Advertisers are fighting for attention and some companies are choosing to join the world of secondary devices and create campaigns on social media to get a better response to their commercials.

Esurance made the most impact this year by creating a sweepstakes via Twitter that took place during the game. The company’s Twitter campaign, dubbed #esurancesweepstakes, ultimately gave away over $1 million to seventeen participants. Esurance even conducted video calls with some of the winners in real time and asked viewers to retweet throughout the game to increase Esurance’s brand awareness.

This was certainly the most effective use of advertising through a secondary device during this year’s Super Bowl. Marketing agencies should take note from Esurance on how to run a great campaign that will get viewers to be involved in their commercial from their secondary device—even after the TV ad is over. 

In order to keep viewers’ attention, brands should make requests of the viewers, like retweeting a hashtag campaign or having an interactive treasure hunt. Marketing agencies need to rethink the way they advertise by creating a more layered experience within their ads. A majority of viewers are on secondary devices while watching the live game and that number will only increase next year. Companies need to evolve in order to get viewers to react to their ad campaigns.

Lura Briggs writes for Fusion 360, an SEO and content marketing agency. She writes for many other clients as well. Follow on Twitter.