For the first time during a football championship, Super Bowl Facebook is deploying an all-new marketing gaming plan which will help companies to purchase ads in real time. Facebook earlier had sold Super Bowl ads based on user’s prevailing likes, profiles as well as demographic information.
This made it the first time that the site would be using new targeting features which would customize audience clusters for advertiser, as briefing with regards to the game is revealed. According to Reuters, video ads for instance, triggered by using certain keywords which members would mention in their post on Facebook, while watching the American football game, would automatically begin to play within the user’s news feeds.
Twitter’s platform has already been in real-time marketing for years but the strategy represents a first for Facebook. Tablets and smartphones have provision of a second screen for the Super Bowl’s 100 million television audience to comment, regarding the proceedings of the game, giving advertisers an appropriate option to target messages.
Twitter – Mantel of Real-Time Platform
Twitter has owned the mantel of a real-time platform though the sophistication of Facebook’s ad targeting is unparalleled, according to Noah Mallin MEC, head of social for North America, a media buying agency and a part of WPP. Twitter has been leading in this arena which other social media networks are seeking to match up with.Super Bowl marketers on Facebook, last year, couldaim ads to segment of members depending on their likes, demographic information and profiles and Facebook had introduced real-time targeting features thereafter.
The social network this year with around 155 million daily users in United State as well as Canada could customize audience clusters which advertisers could target in real-time at the time of the game. According to the head of social media at the marketing agency Eleven Inc.
Maura Tuohy, states that Facebook had to work hard to dispel the notion that people do not use the network while watching live tent pole events and that people are talking about the shows on Facebook.
Need of Strong Presence – Online/Mobile
According to the director of traditional and emerging media at Toyota, Dionne Colvin-Lovely, comments that the automaker is running two commercials at the time of the Super Bowl though has turned to digital platforms such as Facebook, Twitter, Google Inc.’s YouTube as well as Hulu in order to generate a conversation around car buyers. Colvin-Lovely further adds that the TV is an important media which is not much dominant and there is a need to make sure of a strong presence, online as well as well in mobile.
For the Super Bowl, Twitter has been staffing `war rooms’ of 13 advertisers which includes PepsiCo as well as Anheuser Busch, triple the number of companies who worked directly with Twitter for the big game last year. Both Facebook and Twitter are speculating that by executing memorable real-time ads with a more concrete way in reaching consumers, would be an additional advantage in their long-time efforts to have a bigger slice of the estimated $66 billion television advertising profits. Several marketers are also turning to digital platforms which also include YouTube.
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