Super Bowl Advertising: Winners, Losers and Lecturers
In Communicus CEO Jeri Smith’s latest piece for the Observer, she cuts through the Super Bowl advertising hype and explains which ads actually worked. That means a focus on brand-building rather than entertainment for the sake of it. An excerpt: After every Super Bowl, pundits weigh in on which ads were the best and worst. But those lists all focus on what was entertaining, rather than which ads are likely to boost sales. In...
Are Super Bowl Ads a Waste of Money and Talent?
Advertisers are expected to spend quarter of a billion dollars on Super Bowl ads, and they may not be worth the talent and money it takes to make them.
Super Bowl Advertising Success
In this piece, Jeri Smith, Chief Executive Officer at Communicus, Inc., discusses strategies for 2016 Super Bowl advertising success. All the hype aside: How do Super Bowl ads fare in persuading viewers to consider buying the advertised brand? Based on research that analyzed the impact of over 150 Super Bowl commercials between 2011 and 2015, here are the five strategies that are most likely to lead to success for 2016 Super Bowl...
College Football Playoffs – Who cares how teams succeed; how can brands succeed is the bigger question
ESPN announced a line-up of 15 brand sponsors for the first-ever college football playoff series. Official sponsors range from food and beverage brands such as…
Why ‘Popularity’ Doesn’t Equal Success in the Ad World
On the behavioral side, some of the most well liked campaigns and executions are actually less successful in changing behaviors than those that have more average liking.
The Mobile Device Path to Purchase: Parents & Children
New Communicus research sheds light on kids and mobile devices. According to the study, one-third of American pre-kindergarten-age children have their own tablet, while two-thirds of kids regularly use tablets. Among those that do not have tablets, 50% ask their parents to buy them one. Children who already have a mobile device are as likely (or more likely) to ask for a new device, as are those without one. More kids want iPads or...