Social Media Shifts Super Bowl Ad Execution Strategies

The annual Super Bowl is one of the most watched sporting events in the world. With the big audience comes huge potential for advertisers.

Marketing expert Jim Karrh with Mangan Holcomb Partners and Karrh & Associates evaluates this year’s crop of Super Bowl ads. He notes several interesting trends.

Karrh said that many ad agencies went the extra mile to test their ads in advance of Super Sunday after last year’s public relations fiasco by Groupon. He also said that there were more car ads this year, owing to the rebound in auto manufacturing and sales.

Karrh also highlighted the emphasis on social media to advance Super Bowl ad hype. He says Super Bowl ads used to be about placement in the game in hopes of next day water cooler discussions. Now, there is build-up for the ads before, during and after the big game.

“That’s where a lot of the leading edge marketers have gone,” Karrh said. “It takes some of the guess work out of it. Advertisers can build the story ahead of time.”

Karrh dissects several ads from the Super Bowl in our Talk Business interview. Read more and watch this video of his comments.