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Advertisers Tackle the Super Bowl on Facebook

Written by: Laurie Cutts, Director of Marketing

The Super Bowl celebrates the end of the National Football League season and is one of the most important days of the year for advertisers. Over one-third of the entire U.S. population tunes in to watch so it’s not surprising that Fox has sold out of all of its TV Broadcast slots, with advertisers paying $4M for a 30 second spot.

This year advertisers are increasingly turning to social media to start their campaigns early and reach viewers who may be glued to their iPad or smartphones while their commercials air on TV. In 2013, over 50% of Super Bowl advertisers mentioned social media in their ads and you can bet on more advertisers integrating social media in 2014..

Social media has changed what was an event lasting only a few hours to a week-long effort for brands to build momentum around one of the most important cultural events of the year. The event is top-of-mind with consumers, so it is also top of mind for brands trying to capitalize on the attention and the potential for driving incremental revenues.

More than ever before, brands will be leveraging Facebook advertising campaigns to engage their audiences before, during and after the game. Facebook has more daily U.S. users (128 M) than the Super Bowl has viewers (108M). Not only is Facebook’s reach massive, but it allows advertisers to engage consumers with far greater scale, precision and measurable ROI.

One of the Facebook’s greatest advantages is its trove of targeting data that advertisers can leverage to pinpoint their audiences with relevant ads. According to Facebook, the average online reach is 38% accurate, but on Facebook, their average reach is 89% accurate.

On TV, advertisers don’t know who people are as finitely and may over deliver to certain people while at the same time missing a large portion of the audience. With Facebook, they can reach 70% of 18-24 year olds during prime time as compared to the 55% to 61% that each major TV network reaches. And its new autoplay video ad campaigns can reach the majority of people on Facebook within one to three days.

Beyond reach, Facebook is the place for proven ROI.  Nanigans recently released a study showing  retailers advertising on Facebook saw a 375 percent explosion in click-through rates from Q3 2012 to Q3 2013 — and a healthy 152 percent return on investment.

The Super Bowl comes with its own hype and the brands who leverage Facebook advertising before, during and after the game will have the opportunity to drive significant incremental sales. Make sure your brand is ready.

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