2017 Super Bowl Ad Round Up! Less Humor – More Unity

Hola Todos!

It was a roller coaster of a Super Bowl both on the field and in the commercials off the field.  Given our current political climate, it was not surprise that the dominant theme of the evening was “unity” – starting from the pre-game rendition of “American the Beautiful” with the added “sisterhood” after “brotherhood” to Lady Gaga with the halftime show to Hyundai’s excellent 90 second post-game spot with the soldiers in Poland.  There were some laughs – I really liked the “Skittles” spot as well as Kia’s with Melissa McCarthy but humor did not rule the night. Although creative and unique, even humor king Bud Light went more “Ghost of Christmas Past” with their interesting and on message (but not funny) “Ghost of Spuds” spot.

I had a blast on Twitter with a number of professors ranking the ads.  We missed the humor; the Super Bowl is a party and people expect humor but largely, we agreed there were 5 or 6 standout spots.  I had Kia, Audi, Buick, Mr. Clean, and 84 Lumber in my top 5.  Skittles, Alfa Romeo, and BAI were also strong and noteworthy.  If you missed any, check out the USA Today Ad Meter ranking.

I was also impressed the interplay between social and the super bowl spots.  Mr. Clean did a great job digitally interacting on social before their ad aired.  The same could be said for Hyundai and their social media teasers prior to their excellent post-game ad.  Intel also gets a big thumbs up for their half time drones that they promoted via social.  However, some integration did not work out as well as the Square Space ad was flat, unless you saw the pre-super bowl teaser online first.

That’s a wrap folks and we’ll see if these ads and their themes last throughout 2017.

Best

Dr. Dan-o

 

Daniel M. Ladik, Ph.D.,

Assistant Professor of Marketing

Director, MBA Program

Stillman School of Business

Seton Hall University

Super Bowl Ad Roundup: What’s with all the seriousness?

Hola Todos!

The Super Bowl is one of my favorite nights of the year on Twitter and Twitter is at its best when millions upon millions of people are all doing the same thing…such as, watching Super Bowl commercials.

Last night featured an unusual set of commercials – meaning mostly serious or inspirational ones.  It is almost like all the senior brand and creative executives met at a bar and decided to stick to common high-brow themes like “dads” or “going beyond oneself.”  A glut of inspiration results in a blending of the ads – it was much harder to stand out therefore, reducing any possible impact.  Moreover, the Super Bowl is a fun event and most watchers are with friends and family at a party.  PSAs, movie trailers, and “high-brow” themes are better for the Oscars as opposed to beer, dips, chips and nachos.  Make me laugh please…I’m at a party.

As for the rankings, the USAToday AdMeter got it largely right.  Bud with the “Lost Puppy” at #1, – Coke’s “Happy Internet” and Doritos’ “Middle Seat” in the Top Ten. Ads that I thought were solid and did not break the Top Ten were Bud Light’s “Pac Man,” Avocados from Mexico, and Turbo Tax’s “Boston Tea Party.” Special mention to Reebok who ran a great ad before the game started.  I also thought that SquareSpace’s “The Dude” spot was way better then where it landed and the BMW 3i spot was way worse then where it landed.

Two of the most talked about ads of the night were Nissan’s (90 seconds of dad racing – being away from the family) and the Nationwide’s “Boy who Died” spots.  The problem with the Nissan ad was the storytelling in the ad was contrary to the story in the “Cat’s in the Cradle” song that was used in the ad.  In the last stanza of the song, the son grows up to the be the same absentee dad – its not a happy ending – it’s a morality play. The Nationwide ad was well done but few people would react well to that type of theme when they are at a party.

All in all, I have to agree with my friend Ian Schafer, CEO of DEEP Focus; for as expensive as these ads are, one good night of branding should not make up for 364 of slacking.

Check out the links when you get a chance…

Best regards,

Dr. Dan-o

 

Daniel M. Ladik, Ph.D.,

Associate Professor of Marketing

Director, MBA Program

Stillman School of Business

Seton Hall University

 

 

 

 

 

 

 

Nugget Keyword Dictionary – What is Click Bait?

Hola Todos!

I was reading an interesting article on the Apple 2.0 blog and much of the discussion focused on Click Bait.  The Urban Dictionary defines Click Bait as, “An eye catching link on a website which encourages people to read on. It is often paid for by the advertiser (“Paid” click bait) or generates income based on the number of clicks.”

Wikitionary take the definition one step further adding, “Website content that is aimed at generating advertising revenue, especially at the expense of quality or accuracy, relying on sensationalist headlines to attract click-throughs.”

I’m not sure how much click bait is out there but my guess is the percentage is high – very high. Sensationalistic headlines are not new – just take a look at the tabloids on a weekly basis – but that tradeoff of article quality or accuracy for quantity of eyeballs is pushing web sites to aim for the lowest common dominator just for the sake of revenue.  These links/web sites do not generate much value (or none at all) and it’s only a matter of time before consumers are totally attuned to these tricks and therefore, tune out.

Very soon, I will be announcing a new something something from the realm of DigNuggetville, and it will be as far removed from click bait as one can possibly get.

Stay tuned…

Best regards,

Dr. Dan-o

 

Daniel M. Ladik, Ph.D.,

Associate Professor of Marketing

Stillman School of Business

Seton Hall University

RE2PECT: One of the Best Ads of the Year

Hola Todos!

Yesterday, Nike’s tribute ad to retiring Yankee legend Derek Jeter was buzzing all around the blogosphere – and rightfully so.  It is without question, one of the best ads of the year. Even at 90 seconds, I watched it once and then I immediately watched it again.

Created by famed agency Weiden + Kennedy, the ad begins with long time (1951-2007) Yankee PA announcer Bob Sheppard stating, “Now Batting for the Yankees, Number 2 Derek Jeter, Number 2.” Soon after, we see #2 running through is trademark routine, which includes a sight tipping of his cap. The pitcher, Red Sox’s Jon Lester returns the tip and that small acknowledgement goes viral including dozens of celebrities.

My two favorite hat tips in the ad are: the Red Sox fans in the Boston bar (their facial expressions are priceless) and the Godfather-esque scene in the dark restaurant with retied Yankees Mariano Rivera, Andy Pettitte, Joe Torre (in the middle, of course), Tino Martinez and Jorge Posada.

Check out that ad today…and watch it twice…

Best regards,

Dr. Dan-o

 

Daniel M. Ladik, Ph.D.,

Associate Professor of Marketing

Stillman School of Business

Seton Hall University

Mondelez Transitioning to Digital

Hola Todos!

More and more marketing firms are switching their advertising dollars from traditional media to digital media.  Here were my thoughts from a previous DigNuggetville post on Nike:

 

“I have been singing this song for the past 3 to 4 years now: the decline of traditional shotgun mass-marketing national TV advertising and the rise of interactive, two-way, trackable and ROI calculating advertising – all at the same time being significantly micro-targeting to smaller and more specific customers.” 

 

Mondelez is the next Fortune 500 firm to begin the transition to digital with the goal to grow mobile and digital from about a quarter of its media budget to more than half of all spending by 2016. Speaking of quotes, let’s see a few from Mondelez:

 

“Digital programming has proven to drive twice the ROI of traditional TV advertising”

-The brand also claims to be the No. 1 food brand on Facebook with more 35 million fans. “Does [digital] really drive sales? Absolutely, Oreo has grown double digits two years in a row, generating over a billion in revenue in North America last year.”

 

While I do not believe digital advertising vehicles are superior to traditional advertising vehicles in all cases, the advantages including costs, trackability and microtargeting are getting harder and harder to overlook.

Something to keep track of this year…

 

Best regards,

Dr. Dan-o

 

Daniel M. Ladik, Ph.D.,

Associate Professor of Marketing

Stillman School of Business

Seton Hall University

 

The 2014 Super Bowl Ad Round-UP: Plenty of Surprises

Hola Todos!

The Super Bowl is one of my favorite nights of the year on Twitter and I spent most of the night on the #adbowl hashtag.  Since the game was such a blow out, much to Microsoft’s surprise when they created a great spot but then selected a 4th quarter slot, I feel more attention was paid to the commercials than usual. I mean the game was over in the first 12 seconds.

In my eyes, the Budweiser puppy ad took the crown – it was perfect in too many ways.  Interesting, this sentiment was practically universal on the #adbowl hashtag as well as Monday’s rankings.  In my top 5, I also have Audi, Kia (the Matrix!), Doritos “cowboy kid” and Coke in multi-language glory.

As for my surprises, (1) the game featured more serious than funny or shock ads, (2) the Audi ad did poorly in most of the rankings, (3) it seemed like 60-second ads were more popular than 30-second ads compared to previous years, (4) I’m still not sure what to say about that Bob Dylan and Chrysler spot, (5) kudos to Esurance for that end-of-game hashtag ad and (6), the overall quality was much higher than previous years.

Take Honda for instance – that was a solid ad and I’m sure it got many fans to stop and hug a family member while at a party but it was only mid-tier in this year’s rankings.  We also saw great ads from Doritos (time machine) Jaguar (evil dudes), VW, Budweiser’s Home Hero, Cheerios, Colbert’s Pistachio, Highlander w/Muppets, Chobani’s Bear in a convenience store, WeatherTech, MASERATI (at the bottom, really?) and Bud Light’s hidden camera spot.  Even GoDaddy did something on-point and tasteful with their body building spot.  If I were to sum the night up in one sentence; it was weird to have a clear #1 and a completely unclear #2 to #10.

It is not a Dr. Dan-o post unless it includes a bunch of links so here we go:

-The classic and original: the USA Today Super Bowl Ad Meter

-Youtube – complete highlight reel of all the commercials

-The Kellogg School of Management rankings featuring a nice 2 min video

-U2 was a nice surprise and yes, I have the song on my iPhone

-Behind the scenes on the making of the “Worlds Largest Human Doritos Chip” – this is a must watch

-And how can I neglect social?  The best of the best including JCPenny’s tweeting “drunk”

Now that’s A LOT to enjoy on a snow day…

Best regards,

Dr. Dan-o

 

Daniel M. Ladik, Ph.D.,

 

Associate Professor of Marketing

Stillman School of Business

Seton Hall University

Did Apple Just Show Us the iWatch?

Hola Todos!

I was listening to NPR this morning on the way to Seton Hall and I heard an interesting Apple story.  To make a long story short, Apple seems to have found its mojo again with its most recent “Every Day” advertising campaign.  First, we got the “Every day, more photos are taken with the iPhone than any other camera” while the latest is “Every day, more people enjoy their music on the iPhone than any other phone.”

It’s this second ad that’s got the blogosphere all- a-Twitter. At approximately the 30 second mark, there is a close-up on a young hipster wearing a rather odd looking unknown watch.  In TV campaigns, nothing is left up to randomness so some are wondering if this is the new iWatch or just some prototype for Apple to gage the chatter?

WWDC is just two weeks away with a keynote from Mr. Cook.  I guess we’ll just have to wait and see…

Something (the commercials) to watch today…

Best regards

Dr. Dan-o

 

Daniel M. Ladik, Ph.D.,

Associate Professor of Marketing

Stillman School of Business

Seton Hall University

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Social Media Promo vs. Super Bowl Promo: Who Wins?

Hola Todos!

At first glance, the results from this study is exactly what I’ve been preaching in my social media classes:  new media (e.g., the interactive, two-way social kind) is much better than traditional media (e.g., the one way, untrackable, I don’t know what I’m getting for my money kind).

As I have mentioned a few times before, I have an ROI mentality and I do not recommend for anyone to spend their marketing dollars when they do not know what they are getting for those expenditures.  Digital media is not perfect but it is a lot better than wasting half of my advertising dollars.

In a study of 500 small businesses by office supply giant Staples, 41 percent of the participants indicated they would take two million fans, almost double the number that would prefer a celebrity endorsement (22%) or a one-time Super Bowl ad (18%).

At second glance, the headline is much better than the overall results of the study.  Not only is 500 a relatively small sample size, it only includes small businesses (which goes undefined).  In addition, how much each of the survey participants spend on advertising is also unclear.  In summary, it makes a nice blog post but the results are not generalizable to larger firms nor other small businesses.

Something to think about today…

Best

Dr. Dan-o

More Than Just Clicks: Where is the Social ROI?

Hola Todos!

A friend forwarded me this link yesterday from TechCrunch highlighting comments from the TechCrunch Disrupt NY conference. At the event, senior advertising managers from Google, Facebook, and Twitter discussed/argued the value of digital advertising. Surprisingly, the panel spent more time discussing the value of a click than anything else.  Not surprisingly, the three firms stated that their brand advertisers are most concerned with the reach, frequency and results of their ad campaigns.

As my students will surely attest, I have an ROI mentality and discussing how much a “click” is worth is mostly uninteresting.  Of the three panelist, only Facebook mentioned  they have “been doing quite a bit of research in an attempt to tie online ads to offline purchases.”  In the article, Facebook said they are working with “Nielsen and DataLogix” which means they are really working with our friends at Catalina Marketing, which is the only firm that can link online behavior to offline purchases.

Something to read today…

Best

Dr. Dan-o

 

 

Content Marketing: A Primer

Hola Todos!

One of my colleagues in the Stillman School of Business sent me this article from the New York Times discussing a SEO/SEM content marketing strategy (e.g., search engine optimization/search engine marketing).  The faculty member had a few questions but I noticed this article was really a good primer on what content marketing is and what content marketing can do for your business.

That said, the phrase “content marketing” is not present in the article and the article’s pitch is on answering customer questions with brutal honest.  However, the article is really a nice primer on what content marketing can do for your firm.  The only thing I would like to add is (1) it is not as easy as it was described in the article (2) while this strategy is not expensive in terms of dollar cost, it can be in terms of time, and (3) the pool category (the exemplar in the article) is rather thin; it would take us much longer to achieve similar results in a more competitive category.

Something to check out today…

Best regards,

Dr. Dan-o

 

Daniel M. Ladik, Ph.D.,

Associate Professor of Marketing

Stillman School of Business

Seton Hall University