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So last night was the showpiece final of the NFL season, the Superbowl. With an audience of over 100 million, ad spots in the Superbowl come in at a pricey average $3 million! These rightful centrepieces of any campaign have become an institution in themselves, and millions of Americans look forward to the ads as much as the football! So the audience is also attentive – and increasingly, online simultaneously. The Superbowl this year generated 13.7M tweets! Get the creative right, and tens or hundreds of thousands of tweets will be sending your positive buzz through the roof, get it wrong and you damage your brand in a major way, or get it somewhere in the middle and you’ve wasted $3 million. No pressure then, let’s get into the creative!
Best Ads By Quarter – First Quarter
Strong showing from Best Buy and M&Ms. Best Buy, forgetting their ongoing customer service issues and lack of synergy in their on and offline businesses, created an ad which is not only interesting, seeing the inventors behind some of the most popular technology currently, it aligns their brand with such innovation and technological excellence with a compelling product truth. Whether the ‘rub off’ on the brand worked, sales will decide.
The M&M spot was just good old fashioned FMCG advertising, good use of humour, strong characterisations, and simple premise.
Notable mentions for Pepsi and Audi.
But I have to give it to Chevrolet for their second spot ‘Happy Graduation’, purely because this ad uses humour so effectively, and makes the product look a million dollars. It positions Chevy Camaro ownership as an aspirational goal and I can really see it doing well virally. Just great advertising up and down.
So, all in all it wasn’t the best year for ads to be honest, but there were some real gems in there! My standouts were Chrysler ‘Half Time’, Samsung, Budweiser, Chevrolet ‘Happy Graduation’ and Best Buy. I must give special mention to Budweiser because as a body of work their ads were consistent and quite powerful. You can watch all the ads here and decide for yourself though!
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“I know half of my advertising doesn’t work…I just don’t know which half!”
So we all know the marketer’s quandary. How to attribute conversions and success back to media accurately. Now sure I know there are many more tools available today to try and decipher the riddle, like econometrics, cross visit participation, outright asking users how they heard of your site. But can anyone, hand on heart, say that they know the exact contribution and RoI from all their media?
Here’s a bit of fun for a Friday!
It often strikes me that media is lot like football. In a football team, players work together, in concert, to achieve two broad common objectives – score goals, minimise goals conceded.
In a marketing campaign, media work together, in concert, to achieve broad common objectives – such as increase market share and block out competitors.
Football players, like media, have different jobs to do. Can we map the roles?
Let’s look at some goals to explore this idea.
If we looked at a different goal, say a midfielder scoring from range, I would say this is a user clicking through on a display ad. A rare thing, but it does happen! A midfielder who creates and scores goals himself is like a great DR display campaign.
What is the point I am trying to make? Well, on average, who is best paid in a football team? Below is the average salary for different roles in a Premier League football team according to a PFA survey in 2006. OK, a bit of date! It’s probably twice or three times this now, but it’s still true that strikers are paid more than defenders for example. If you were to apply the same ‘attribution’ to a marketing budget of £10M, I have shown what your breakdown would be. Looking a bit heavy on PPC! Does that mean that managers are suffering from last clickitus?
The fact is, we will never know the whole story of what contributes to a conversion, just as we never really know who contributes to a football victory. It’s the sum of the parts and has a million influencing factors. But one thing is certain. No one ever won a football match by putting out eleven strikers. No one ever won a match putting out eleven defenders. You should be tailoring your mix according to your sector, market position and strategic objectives.
Evolved marketing is about testing, learning and refining. Every now and then, eliminate a media from the mix and observe the results. In this way you can arrive at stats like the one that says that over 50 games, Arsenal averaged 2.1 points when Fabregas played, but only 1.75 when he didn’t play. Sure, still fallible, and many other factors may be involved, but more robust than instinct alone. Can you replicate this type of insight in your media mix?
Lastly, before we beat ourselves up about attribution, if you looked at UK adspend by media ‘forwards’ only represent about 18% of the total mix, so you could say marketers are actually doing a better job of attribution than Premiership football managers, with equally mystifying attribution problems to solve. What do you think? Does treating your marketing campaign like a football match make it more fun!?
8 Responses to “Are UK Marketers Smarter Than Premier League Managers?”
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