From QBs to KPIs: What’s Your Style?

Published on February 5, 2016

RIESTER Super BowlTo say that Peyton Manning and Cam Newton will be on display this weekend is understated. There will be more than 100 million pairs of eyeballs on these two during Super Bowl 50. At RIESTER, their differing style of play is topical because it encapsulates an everyday client question: What advertising approach is best for us?

Here’s the connection: Peyton Manning is the traditional, drop back ‘in the pocket’, systematic veteran who is a proven Super Bowl winner. Manning’s style of football is a lot like the traditional proven methods of advertising—consumer research, a tested television ad, and anticipated TRPs.

To the contrary Cam Newton is a new age, multi-threat because he can run, pass, block and even fly into the end zone. His style and his tremendous range of ability that attacks unpredictably from so many different angles are more like today’s media landscape—programmatic TV, social media, CRM, captivating digital environments, SEO and so much more. The latter is capable of outperforming a traditional advertising program and certainly has the potential for more excitement and engagement.

Just consider the differences in marketing options for the same investment level. The traditional, Payton-style, 30-second commercial in the Super Bowl while conventional, could either come up short or be talked about for a long time due to its brilliance. Or the same investment level could offer a Cam-style of advertising with a spectrum of options and competitive impressions through mobile Apps, custom social media tools, one-one-engagement, SEO and more.

Consider $5 million would get you:

  • 1 30-second Super Bowl commercial
  • 2.1 million app installs on Google
  • 5 custom Twitter emojis
  • 12.5 days of sponsored Snapchat Snaps
  • 15 million search ad clicks on Google
  • 10 premium Instagram campaigns
  • 100 to 200 Snapchat influencers
  • 250 million Facebook video views
  • 50 Tumblr takeovers
  • 8 to 10 YouTube masthead ads
  • 2 week takeover on NYTimes.com*

During and after Sunday’s game we will be watching advertisers online and offline as closely as we will be watching the quarterbacks. It will be interesting to see whose approach rises to the occasion.

 

*SOURCE: Media Buyer & Planner, January 2016: NewsBay Media