We won't know which 2014 Super Bowl commercials won the YouTube Ad Blitz until Feb. 14, but digital marketers can still share some eye-popping video statistics and a couple of compelling Super Bowl ads with their more traditional colleagues when they gather around the office water cooler and chat about last night's Big Game.
In real life, 82,586 football fans watched yesterday's official NFL Super Bowl XLVIII for two halves at MetLife Stadium in East Rutherford, New Jersey.
Meanwhile, in a parallel universe, more than 100 million football fans watched Super Bowl 2014 for almost 3.5 hours in four quarters plus a half time on the Fox broadcast television network.
Meanwhile, in another alternative reality, millions of football fans started to discover, watch, and share their favorite 2014 Super Bowl commercials on the YouTube Ad Blitz channel back on Jan. 16 and they'll continue until Feb. 14 because this 30-day-long event takes place over three periods: The pre-game, Big Game, and post-game voting.
And based on YouTube's data for 2013, football fans watched Super Bowl ads more than 265 million times for over 3.2 million hours – which is the equivalent of watching 914,285 Big Game broadcasts! And based on YouTube's pre-game data for 2014, it looks like the online views of this year's Super Bowl commercials are running about 2.2 times above last year.
Now, everybody knows that Fox Sports is charging around $4 million for 30 seconds of air time during this year's Big Game. But digital marketers may want to show their colleagues the research by Adobe Digital Index (ADI) which found that Digital and TV "Double Coverage" is the key to marketing success at the Super Bowl.
In fact, ADI analysis of the past three Super Bowls demonstrates that Internet traffic starts picking up for advertisers prior to Super Bowl Sunday. Traffic is typically up 15 percent during the day of the game. It peaks 20 percent above normal during the actual event from more mobile traffic. Traffic also stays higher than average for a few weeks after as the lingering impact of the advertising continues.
And digital marketers will definitely want to let their colleagues know that YouTube videos – even ones that also happen to be Super Bowl commercials – can be promoted at no cost with YouTube Fan Finder. They can also be promoted with AdWords for Video, which currently has an average CPM of $7.60, according to TubeMogul. By comparison, the CPM for a similar pre-roll ad on the Fox digital platforms is $60.00.
So, which of the more than 50 Super Bowl commercials won the pre-game in 2014?
Based on data from Visible Measures, Ad Age declared on Jan. 30, "It's Official: Doritos Won the Pre-Super Bowl Battle for the Web". Michael Learmouth wrote, "By sheer views, Doritos is crushing, with nearly 18 million so far and a couple days left until kickoff. Doritos' "Crash the Super Bowl" campaign, seven years old at this point, is a shop-worn concept, but it still works. Viewers will pick two from a cast of ads submitted by users to be shown during the game."
However, Ad Age declared on Jan. 31, "Further Review: Budweiser's 'Puppy Love' Grabs the Pre-Super Bowl Crown". Learmouth wrote, "Yesterday we called the pre-Super Bowl for Doritos, but a lot can happen overnight when you put a Clydesdale and a bunch of Labrador puppies in the same ad. Therefore, upon further review, we're reversing the call: Budweiser's ‘Puppy Love' is the pre-Super Bowl champion, really crushing on all fronts: views, shares, tweets, likes, plus-ones and collective aaawwwws."
According to Unruly's Super Bowl 2014 chart, which uses a different methodology, the winner was Budweiser Super Bowl XLVIII Commercial – "Puppy Love". It had more than 33.9 million views and 981,000 shares as of Sunday at 5:30 p.m.
This article was originally published on Search Engine Watch.
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Greg Jarboe is president of SEO-PR, which provides search engine optimization, public relations, video marketing, and social media marketing services. He's the author of "YouTube and Video Marketing: An Hour a Day," a faculty member at Rutgers University and Market Motive, as well as a frequent speaker at SES conferences.
March 19, 2014