Sahil Jain, CEO and Co-Founder of AdStage, circled up with CGTN America this week to talk Super Bowl advertising hits and misses, and the role of digital marketing in live television today.
Q: How important are Super Bowl TV and online ads today vs a decade ago?
SJ: Studies show that say 87% of people have a second screen in front of them while they’re watching these games/events or just television in general. 64% are using social media while they’re watching TV. This year, you’re going to start seeing, for the first time ever, digital advertising eclipse TV advertising. But, it’s not doom and gloom for television advertising. In fact, it’s the opposite. Its that digital advertising, television - all these different mediums - are more effective when you use them together - when there’s a holistic strategy in place. You really saw this with Airbnb’s Super Bowl ad where they had the #weaccept hashtag at the end. They knew the Super Bowl audience was going to be on their phones.
Q: Super Bowl ads are no small investment - in fact, they hit 5 million dollars this year. So with so many other ways to attract consumers, is it still worth the investment?
SJ: The name of the game is really elevation across all fronts. Studies are starting to say that television ads will lead to larger social engagement. So if you show a television ad, you’ll see increased engagement on facebook, twitter, etc.
You’re starting to see some more well-funded tech companies taking out Super Bowl ads - you saw Google, you saw Amazon - the two artificial intelligence battlers, and you saw newcomers like Airbnb. That’s just a testament to this medium being alive and well, regardless of the price tag.
Q: Any Super Bowl advertising surprises this year? Big hits and misses?
SJ: You saw for the first time, in a really strong way, these brands using their voice and power to bring attention to things happening currently in the political climate. In the end, brands are still looking for greater sales and bigger purchases, but we can’t forget what Coca Cola did with the Share a Coke campaign - teaching us that there’s some sort of altruistic behavior that you can marry with your business goals. You saw this with Anheuser Busch - it was really beautifully done - almost like a movie or a television show we were watching on Netflix.
Check out the full interview below: