Super Bowl XLIX lived up to high expectations, delivering a major increase of 105 per cent in customer conversion rates and an even greater jump of 163 per cent for social tactics, according to business intelligence from The Exchange Lab.
With record-breaking ad prices, this year¹s Super Bowl Sunday received unprecedented media attention with advertisers investing millions to secure a coveted-30-second or 60-second half time slot. The latest insights from The Exchange Lab show that online and social inventory were also highly sought after in the week leading up to the game, with significant results for successful bidders:
James Aitken, CEO at The Exchange Lab, commented: “These insights demonstrate the scale of opportunity for brands to engage consumers through programmatically-driven advertising campaigns, where budgets do not stretch to prime TV spots during the game, or for those employing a strong multi-channel strategy.”
He continued: “It is no surprise that advertisers who successfully bid for ad space during the event saw greater customer conversion rates compared with the previous Sunday. However, due to increased competition between brands for valuable inventory, impression volumes were actually lower on Super Bowl Sunday showing that each impression held more value than a typical served ad. Video played a key role in online ad consumption, with brands bidding against each other for quality ad space, subsequently driving up the CPM in the week leading up to the Super Bowl.”