It is not necessary to stalk a tiny audience to get results. Brand advertising, with good creative and a high degree of creative works even better, without offending viewers. We believe publishers should encourage their advertisers to offer better creative, which will then pull people to their sites as less comfortable techniques never will. Publishers need to get in a partnership with their ad partners, agencies need to stress creative, and the ad industry as an entirety ought to move back to brand advertising.
Although this year’s SuperBowl game was indeed worth watching in its own right, several people have commented in our social media feeds that they “teared up” during SuperBowl ads, specifically the Coca Cola ad. When was the last time you heard somebody mention an emotional reaction to an ad?
The NYT summary of the ads revealed how powerful they can be:
• Coca-Cola and Airbnb were seen as making political statements on Sunday with ads that touched on immigration and diversity.
• People were searching Google for ads from Budweiser and 84 Lumber and those starring Justin Timberlake and Justin Bieber.
• Fox and the N.F.L. have been trying to avoid overtly political ads, with Fox deeming one commercial “too controversial” last month for featuring a border wall — but that’s tough to do in today’s environment.
We cannot repeat this often enough. It isn’t advertising per se that people try to block. It’s ads that have no relevance to their lives.
SuperBowl ads are not finely targeted. They are simply targeted to the audience watching the SuperBowl, or even to an audience that doesn’t care much about the game, but cares about the sheer creativity invested in the ads, and will go find them online. The best example of that was the 84 Lumber ad. Who had heard of 84 Lumber before yesterday? And who would run a performance ad for a construction company?
But that’s not what 84 Lumber did. The company had three goals for the ad: One was to generate awareness, the second was to position 84 Lumber as an employer of choice, and the third was to attract talent to fill the number of positions 84 Lumber has open over the course of the year, its chairman and CEO said. The ad turned out to be more political after President Trump passed the immigration ban, and its ending had to be altered because Fox wouldn’t run the original, but the altered ad functioned as intended.
Let’s call this a cross-channel promotion, since SuperBowl ads can now be viewed outside the game itself. The ad was viewed 4,000,000 times on YouTube before the game, and the company’s site received 6,000,000 requests in the hour after the ad ran. The site was swamped. The ad accomplished its objectives, because now everybody knows who 84 Lumber is and what it stands for.