Super Bowl Edition


MakingSense_Super Bowl
Making Sense
: Social Attention

  •  What's Content Marketing Again? Re/Code: 1. Massive amounts of consumer attention are moving to mobile social platforms. 2. Those platforms are made up of streams of content, and will offer brands increasingly impressive parameters for targeting unique groups of consumers. 3. For brands to be successful in reaching consumers, they will need to create engaging and on-brand content. It seems relatively simple, then, that content — and therefore content marketing — sits at the center of the next phase of marketing technology, and offers a massive opportunity.
  • Super Bowl Ads. What should win but won't. Shiv Singh: The brands that connect with their consumers tapping into the language of culture, with real symbols, rituals, heroes and icons will do better than those that pay celebrities for gratuitous appearances or dangle babies in front of viewers to grab their attention. It is those brands that also have simple, authentic narratives that they have permission to express will do best over the longer term.

Making do: Wearing our Data on a Sleeve

  • CES. Taylor Davidson: From an marketing technology perspective, the explosion of wearable technology and smart hardware that leverages Bluetooth LTE is going to create massive opportunities for brands and marketers. Put a device in everyone’s pocket and purse and on everyone’s wrists and heads that can connect to omnipresent physical devices in stores, restaurants, hotels, cars and more, and the opportunity is too large for brands to ignore

Making it: the Real Time Game

  • Facebook uses data to charm advertisers. WSJ: Facebook combined its own information with other insights from data vendors like Datalogix Inc., Acxiom Inc. and Alliance Data Systems Corp. to create more detailed profiles of its users, allowing advertisers to target them more precisely. Facebook also created what amount to digital science experiments, complete with control groups, to see how users responded to Facebook ads. With partners like Datalogix, Facebook could track whether those users bought products at the supermarket that they had been shown on Facebook.
  • Facebook looks to nab Twitter's 'second screen' crown in Super Bowl. Reuters: For the Super Bowl, Facebook will team directly with Fox Sports, the network owned by Twenty-First Century Fox Inc, which is airing the game, to showcase pre-game chatter from Facebook and Instagram users alongside typical game stats. A specially created website will chart user data and comments in real time. The company has also actively encouraged athletes such as Carolina Panthers running back DeAngelo Williams to post commentary on the game to Facebook – athletes frequently use Twitter to sound off.
  • Twitter's Super Bowl Goal: More Ad Credibility. WSJ: Adam Bain, Twitter's president of revenue, said some advertisers like to experiment with different kinds of organic content, testing out different voices and messages on Twitter. Then, once "they feel confident that a piece of content is strong" they may start paying for ad products. Josh Nafman, senior manager of digital brand engagement for PepsiCo, which is sponsoring the Super Bowl halftime show, said Twitter employees provided guidance on what kind of content is more shareable on the platform, and helped come up with one hashtag: #halftime.

 

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Valeria is an experienced listener. She designs service and product experiences to help businesses rediscover the value of promises and its effects on relationships and culture. She is also frequent speaker at conferences and companies on a variety of topics. Book her to speak here.