How Super Bowl ads should be measured

adbottomlineSo let me ask you a question; Did any of the Super Bowl spots make you want to consider or to become a customer of the brands advertised ?  Probably not, but once again we’re talking about Super Bowl commercial winners and losers when the real winners are the ones that actually add to the brands’ bottom line.

I really liked the Radio Shack “leave the 80’s behind” commercial, but I’m not about to go into a Radio Shack and their brand is still on the death watch list for brands in trouble.

radioshackspot

If I was in the market for a new car I probably would not consider a VW because they have more cars with over 100,000 miles on the road than other brands because, well, I just don’t want a VW.

Finally, despite the cuteness of the Budweiser ads I still don’t like Budweiser and would rather drink a diet soda than a Bud Light.

No-Light-Beers

As I said last night, as my Twitter feed was full of “paid Tweets” (SPAM) there is a huge canard being perpetrated on markers and that is “engagement is essential for marketing”.  Here’s a secret: it’s not.

For some reason we believe that “buzz” or people talking about our brand/product is essential for a successful business, but for the vast majority of products this isn’t so.

AdAge and other business publications could do us all a favor by measuring ads, no on their buzz alone, but by the impact of the brands’ bottom line 2-3 months from now. At its core advertising is still about selling product and social media is more for listening than intruding on users with irrelevant Tweets.

About richmeyer

Rich is a passionate marketer who is able to quickly understand what turns a prospect into a customer. He challenges the status quo and always asks "what can we do better"? He knows how to take analytics and turn them into opportunities and he is a great communicator.

View all posts by richmeyer →

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.