Page 1: Introduction
Page 2: Brands to Watch... or Not
Page 3: User-Generated Content
Page 4: Mobile
Page 5: Online Video
Page 6: TV Drives to the Web
Page 7: The Buzz on Buzz
One or two advertisers will ask viewers to pull out their mobile phones on the spot and do something: watch a video, send a text message, sign up for a mobile service, or answer a question.
Since so many people will have their mobile phones with them while watching the game, advertisers will, in effect, be asking people to "click" on the Super Bowl commercial with their mobile device. How about that? The mobile phone as mouse...
Andy Jedynak
CMO, WeatherBug
Co-Chair, IAB Mobile Committee
Over the past few years, Super Bowl advertisers have begun to leverage the web in far more meaningful ways. This year, I would expect them to learn from the highest-performing television promotions for "American Idol" and some other programs, in which consumers engaged television advertisers by casting votes via cell phones. Fox had some success with this during the baseball playoffs last season on behalf of Sprint, and it also generated additional media coverage.
So, I would expect this year's Super Bowl advertisements to be much more interactive and entertaining, with an increasing percentage of interactive calls to action. As the lines between media continue to blur, advertisers increasingly expect their television promos to perform and deliver more like their search and email campaigns. And major advertising on television increasingly is designed to drive performance on the web.
Sean O'Neal
CMO
Datran Media
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