reblogged from Todd Wasserman
Is putting your Super Bowl ad on YouTube before the big game a good idea? It is if you want to get more views for your video. According to YouTube’s research, ads that ran online before the Super Bowl last year got 9 million views, in average. Those that waited? 1.3 million.
The six-fold difference explains why there has been an onrush of 2013 Super Bowl videos on YouTube already. On Monday alone, Volkswagen, Audi, Century 21 and Axe dropped their Super Bowl spots on YouTube. According to YouTube, 34 of last year’s ads were online before last year’s game and 20 were withheld until broadcast. In 2011, about a dozen brands put their complete ads online, including VW, whose “The Force” ad became the most-shared ad of all time.
Not everyone is taking part in the trend of dumping their ads online before the game, though. Holdouts include Best Buy, RIM, Taco Bell, Chrysler and Procter & Gamble’s Tide. Chris Lillich, associate marketing director for North America laundry at P&G, told the New York Times that running ads in advance is “certainly a valid strategy… [but] we think doing the ‘big reveal’ in the game is going to do the best for us.”
Nevertheless, Nielsen data from 2012 show that revealing ads beforehand did not hurt their impact. The best-remembered Super Bowl ad of 2012, for instance, was Doritos’ “Sling Baby,” which was available online well before the game. However, number two on the list, M&M’s “Sexy and I Know It,” was not shared before the game.
(The question of whether to run ads before the game has resulted in a common compromise for Super Bowl advertisers: teasers. So far, several marketers have opted for teasers, including Mercedes, Bud Light and Wonderful Pistachios.)
Another argument for putting ads out early is that YouTube is a bigger venue than the Super Bowl. While last year’s game attracted 111 million viewers, the 2012 Super Bowl ads have been viewed online more than 300 million times.
“That’s data to back up online audience has really eclipsed the TV audience,” says Suzie Reider, head of industry development at YouTube. Reider added that while holding back Chrysler’s Clint Eastwood ad before the game may have resulted in a bigger wow factor during the game, other marketers may have benefited more from posting their ads early. “Yes, the Clint Eastwood spot made a big splash the day of,” she said. “But if you’re a marketer interested in impact of entire campaign… it’s not just about the glory of the ad on that one day.”
Image courtesy of YouTube, Mercedes