Click here to close now.

Welcome!

Web 2.0 Authors: Harry Trott, Tim Hinds, Adrian Bridgwater, Liz McMillan, Elizabeth White

Blog Feed Post

Super Bowl Advertisers’ Buzz Comes via the Water Cooler, Not Twitter

Super Bowl XLVIIThe teams for the Super Bowl are now set. Callers to sports radio shows and pundits on cable TV will debate who has the better chance to win and why.

At the same time, marketing pundits are gearing up to assess who will get the most bang for the $4 million being invested for each 30 second spot. It used to be the winner of the USA Today Ad Meter was the arbiter they used to assess who “won” and who “lost” the advertising wars. Now, however, conventional wisdom is that we can judge success by monitoring Twitter and other online social media.

It’s All About That Little Blue Bird… Right?

Consider these data and comments from last year’s postmortem, as an example: “The numbers are in and this year’s Super Bowl generated record-breaking numbers in social media comments.” The same article talked about a “firestorm of Twitter and Facebook activity” based on a reported 600 percent growth in social media comments over the year prior.

When I hear about 600 percent growth, I immediately assume whatever is being measured must be starting from a low base, because it’s much easier to grow small numbers six fold than big numbers. And indeed that is the case with social media and the Super Bowl. What was the total number of comments on social media last year? The Super Bowl as a whole drew 12.2 million social media comments, of which fewer than 1 million comments — 985,000 to be exact — were about the commercials.

So that’s “the firestorm” – a total of 985,000 comments about Super Bowl advertisers, a minute fraction of the estimated 111 million actual viewers. The big winner in social media – an ad for H&M featuring a bare-chested David Beckham – drew a total of 109,000 comments. The “Halftime in America” ad from Chrysler placed second, then a promo for NBC’s “The Voice,” a Doritos ad, and in fifth place was Pepsi, with its “King’s Court” ad featuring Elton John and X-Factor winner Melanie Amaro which garnered 45,000 social media comments.

The True Power of Advertising: Word of Mouth

Contrast those numbers with these. When we consider all word of mouth – conversations at Super Bowl parties, at the water cooler the next day and the days after that, as well as social media – the number of word of mouth impressions about Super Bowl advertisers increased by 236 million over the level of conversation these same advertisers enjoyed in the one month period prior to the Super Bowl. This comes from the annual Super Bowl TalkTrack® study conducted by my firm, and represents about two conversations about the advertisers per viewer.

The big winner in terms of total word of mouth was Pepsi, which saw its word of mouth spike by more than 41 million. 41 incremental million WOM impressions vs. 45 thousand social media posts – you tell me which is the firestorm!

Here is a list of the other high performing advertisers:

Super Bowl Word of Mouth

H&M, which captured more social media posts than any other advertiser, was one of the worst performing advertisers of any we measured, with word of mouth levels actually lower in the week after the Super Bowl than in the month prior. Did H&M win the social media battle but lose the much bigger word of mouth war? Was the online conversation more about David Beckham’s tattoos and pecs than about the advertised brand, H&M?

How Will Things Shape Up This Year?

This year’s Super Bowl comes on the heels of a highly successful Super Bowl XLVI, both in terms of the outcome (yes, I’m a Giants fan) and the volume of conversation about the ads. Here are a few additional statistics:

  • In total, advertisers saw their word of mouth rise a collective 26 percent, higher than in any of the previous five Super Bowls we have measured.
  • These conversations don’t just happen the day of, or even the Monday after. They remain at elevated levels for the three days following the game.
  • Word of mouth rose at a similar rate for both men and women, which is one of the keys to why this game, with its huge, dual audience is such a bonanza for word of mouth.
  • Most of the talk about advertised brands was positive.
  • Nearly half of consumers listening to a conversation about a Super Bowl advertiser (47 percent) said they were highly likely to buy the brand. This very high level of intent to purchase is consistent with what we see for word of mouth generally, and the reason word of mouth is so highly prized.

Engaging brands are like engaging people—we naturally want to invite them into our conversations and into our living rooms. Getting a hundred thousand people to post comments about your brand in social media is nice, but the real winners at Super Bowl LVXII will be those advertisers that ignite and sustain the much bigger prize of real world conversation. And lest we forget, getting invited into consumer conversation should not be a goal just once a year for Super Bowl advertisers, but for all advertisers, all year long.

May the best team – and the best advertisers – win.

(This content was originally posted at Keller Fay.)

Read the original blog entry...

More Stories By Shelly Palmer

Shelly Palmer is the host of Fox Television’s "Shelly Palmer Digital Living" television show about living and working in a digital world. He is Fox 5′s (WNYW-TV New York) Tech Expert and the host of United Stations Radio Network’s, MediaBytes, a daily syndicated radio report that features insightful commentary and a unique insiders take on the biggest stories in technology, media, and entertainment.

@ThingsExpo Stories
There's no doubt that the Internet of Things is driving the next wave of innovation. Google has spent billions over the past few months vacuuming up companies that specialize in smart appliances and machine learning. Already, Philips light bulbs, Audi automobiles, and Samsung washers and dryers can communicate with and be controlled from mobile devices. To take advantage of the opportunities the Internet of Things brings to your business, you'll want to start preparing now.
17th Cloud Expo, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Meanwhile, 94% of enterprises are using some form of XaaS – software, platform, and infrastructure as a service.
P2P RTC will impact the landscape of communications, shifting from traditional telephony style communications models to OTT (Over-The-Top) cloud assisted & PaaS (Platform as a Service) communication services. The P2P shift will impact many areas of our lives, from mobile communication, human interactive web services, RTC and telephony infrastructure, user federation, security and privacy implications, business costs, and scalability. In his session at @ThingsExpo, Robin Raymond, Chief Architect at Hookflash, will walk through the shifting landscape of traditional telephone and voice services ...
Explosive growth in connected devices. Enormous amounts of data for collection and analysis. Critical use of data for split-second decision making and actionable information. All three are factors in making the Internet of Things a reality. Yet, any one factor would have an IT organization pondering its infrastructure strategy. How should your organization enhance its IT framework to enable an Internet of Things implementation? In his session at Internet of @ThingsExpo, James Kirkland, Chief Architect for the Internet of Things and Intelligent Systems at Red Hat, described how to revolutioniz...
For IoT to grow as quickly as analyst firms’ project, a lot is going to fall on developers to quickly bring applications to market. But the lack of a standard development platform threatens to slow growth and make application development more time consuming and costly, much like we’ve seen in the mobile space. In his session at @ThingsExpo, Mike Weiner is Product Manager of the Omega DevCloud with KORE Telematics Inc., will discuss the evolving requirements for developers as IoT matures and conduct a live demonstration of how quickly application development can happen when the need to comply...
Container frameworks, such as Docker, provide a variety of benefits, including density of deployment across infrastructure, convenience for application developers to push updates with low operational hand-holding, and a fairly well-defined deployment workflow that can be orchestrated. Container frameworks also enable a DevOps approach to application development by cleanly separating concerns between operations and development teams. But running multi-container, multi-server apps with containers is very hard. You have to learn five new and different technologies and best practices (libswarm, sy...
SYS-CON Events announced today that DragonGlass, an enterprise search platform, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. After eleven years of designing and building custom applications, OpenCrowd has launched DragonGlass, a cloud-based platform that enables the development of search-based applications. These are a new breed of applications that utilize a search index as their backbone for data retrieval. They can easily adapt to new data sets and provide access to both structured and unstruc...
Converging digital disruptions is creating a major sea change - Cisco calls this the Internet of Everything (IoE). IoE is the network connection of People, Process, Data and Things, fueled by Cloud, Mobile, Social, Analytics and Security, and it represents a $19Trillion value-at-stake over the next 10 years. In her keynote at @ThingsExpo, Manjula Talreja, VP of Cisco Consulting Services, will discuss IoE and the enormous opportunities it provides to public and private firms alike. She will share what businesses must do to thrive in the IoE economy, citing examples from several industry sector...
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo in Silicon Valley. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 17th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal an...
The security devil is always in the details of the attack: the ones you've endured, the ones you prepare yourself to fend off, and the ones that, you fear, will catch you completely unaware and defenseless. The Internet of Things (IoT) is nothing if not an endless proliferation of details. It's the vision of a world in which continuous Internet connectivity and addressability is embedded into a growing range of human artifacts, into the natural world, and even into our smartphones, appliances, and physical persons. In the IoT vision, every new "thing" - sensor, actuator, data source, data con...
Disruptive macro trends in technology are impacting and dramatically changing the "art of the possible" relative to supply chain management practices through the innovative use of IoT, cloud, machine learning and Big Data to enable connected ecosystems of engagement. Enterprise informatics can now move beyond point solutions that merely monitor the past and implement integrated enterprise fabrics that enable end-to-end supply chain visibility to improve customer service delivery and optimize supplier management. Learn about enterprise architecture strategies for designing connected systems tha...
There's Big Data, then there's really Big Data from the Internet of Things. IoT is evolving to include many data possibilities like new types of event, log and network data. The volumes are enormous, generating tens of billions of logs per day, which raise data challenges. Early IoT deployments are relying heavily on both the cloud and managed service providers to navigate these challenges. In her session at Big Data Expo®, Hannah Smalltree, Director at Treasure Data, discussed how IoT, Big Data and deployments are processing massive data volumes from wearables, utilities and other machines...
SYS-CON Events announced today that the "First Containers & Microservices Conference" will take place June 9-11, 2015, at the Javits Center in New York City. The “Second Containers & Microservices Conference” will take place November 3-5, 2015, at Santa Clara Convention Center, Santa Clara, CA. Containers and microservices have become topics of intense interest throughout the cloud developer and enterprise IT communities.
Buzzword alert: Microservices and IoT at a DevOps conference? What could possibly go wrong? In this Power Panel at DevOps Summit, moderated by Jason Bloomberg, the leading expert on architecting agility for the enterprise and president of Intellyx, panelists will peel away the buzz and discuss the important architectural principles behind implementing IoT solutions for the enterprise. As remote IoT devices and sensors become increasingly intelligent, they become part of our distributed cloud environment, and we must architect and code accordingly. At the very least, you'll have no problem fil...
IoT is still a vague buzzword for many people. In his session at @ThingsExpo, Mike Kavis, Vice President & Principal Cloud Architect at Cloud Technology Partners, discussed the business value of IoT that goes far beyond the general public's perception that IoT is all about wearables and home consumer services. He also discussed how IoT is perceived by investors and how venture capitalist access this space. Other topics discussed were barriers to success, what is new, what is old, and what the future may hold. Mike Kavis is Vice President & Principal Cloud Architect at Cloud Technology Pa...
SYS-CON Events announced today that MetraTech, now part of Ericsson, has been named “Silver Sponsor” of SYS-CON's 16th International Cloud Expo®, which will take place on June 9–11, 2015, at the Javits Center in New York, NY. Ericsson is the driving force behind the Networked Society- a world leader in communications infrastructure, software and services. Some 40% of the world’s mobile traffic runs through networks Ericsson has supplied, serving more than 2.5 billion subscribers.
The 4th International Internet of @ThingsExpo, co-located with the 17th International Cloud Expo - to be held November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA - announces that its Call for Papers is open. The Internet of Things (IoT) is the biggest idea since the creation of the Worldwide Web more than 20 years ago.
The 17th International Cloud Expo has announced that its Call for Papers is open. 17th International Cloud Expo, to be held November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, APM, APIs, Microservices, Security, Big Data, Internet of Things, DevOps and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportunity. Submit your speaking proposal today!
Since 2008 and for the first time in history, more than half of humans live in urban areas, urging cities to become “smart.” Today, cities can leverage the wide availability of smartphones combined with new technologies such as Beacons or NFC to connect their urban furniture and environment to create citizen-first services that improve transportation, way-finding and information delivery. In her session at @ThingsExpo, Laetitia Gazel-Anthoine, CEO of Connecthings, will focus on successful use cases.
The explosion of connected devices / sensors is creating an ever-expanding set of new and valuable data. In parallel the emerging capability of Big Data technologies to store, access, analyze, and react to this data is producing changes in business models under the umbrella of the Internet of Things (IoT). In particular within the Insurance industry, IoT appears positioned to enable deep changes by altering relationships between insurers, distributors, and the insured. In his session at @ThingsExpo, Michael Sick, a Senior Manager and Big Data Architect within Ernst and Young's Financial Servi...