Blitz this Football Championship Season - Microsoft Coca-Cola Co. 5 $62.3 Source: , Kantar Media as...
Transcript of Blitz this Football Championship Season - Microsoft Coca-Cola Co. 5 $62.3 Source: , Kantar Media as...
Blitz this Football Championship Season
Insights for digital marketers
In 2014, the Football Championship reached an average 112.2 million game viewers
Source: Article: Super Bowl 2014 ads: facts and insights
35 U.S. markets watch the Football Championship more than the average U.S. market
Source: The Nielsen Company, Wrap Overnights, Super Bowl Program Averages for 2013, 2012 and 2011, 210 DMAs, P25G54, Live+SD inLPM/Metered Markets. Live+1 in
Diary Markets. Markets: Billings, Boise, Buffalo, Burlington-Platts, Cincinnati, Colorado Springs, Columbia, Columbus OH, Davenport-R.Island, Dayton, Denver, Des Moines,
Duluth-Superior, Evansville, Fargo-Valley City, Ft. Wayne, Green Bay-Appleton, Indianapolis Jacksonville, Kansas City, Little Rock, Milwaukee, Minneapolis, Nashville, New
Orleans, Norfolk-Portsmouth, Rapid City, Reno, Richmond-P.burg, Rochester NY, Rochester-Mason City, Syracuse, Toledo, Washington DC, Wilkes-Barre
Home is where the Football Championship is
Nine out of 10 watchers are going to be at home –either their house or a friend’s.
Source: The Nielsen Company, March 2011.
Source: The Nielsen Company, January 2014.
Fans are stepping
up their spending
The number of
consumers
increasing their
Football
Championship
spending increased
from 9% last year
to 18% this year.
Food and athletic wear lead the way
U.S. consumers watching the
Football Championship on
Sunday will spend $68 on
average on game day food,
athletic wear, décor and TVs.$12.3BTotal spend:
Source: Poll conducted by Prosper Insights and Analytics on behalf of the National Retail Federation., January 2013. n= 6,417
Source: SLI Systems via Fans mobilize for Super Bowl shopping, Internet Retailer, January 2014,
Nearly 3/4 of
searches looking
for sporting
goods and team
apparel on retail
sites in advance
of the Football
Championship
were on mobile
devices.
Half-time made history and entertainment sales
A record breaking 115.3 million viewers tuned in to see
Bruno Mars sing.1
After the Football Championship half-time performance,
Bruno Mars’ Unorthodox Jukebox secured the No. 1 spot on
the iTunes Top Albums chart and his debut album moved up
to No. 3.2
Source: 1. Bruno Mars: Most Watched Super Bowl Halftime Show, WebProNews, February 2014; 2. Bruno Mars Tops iTunes After Most-Watched Super Bowl
Halftime Show, Mashable, February 2014; 3. Super Bowl XLVIII Nielsen Twitter TV Ratings Post-Game Report, February 2014
During the Football Championship, there were 2.3 million
Bruno Mars-related tweets.3
“S” is for Sunday snacks
The Football Championship is the
2nd highest day of food
consumption in the United States
after Thanksgiving.1
The average fan will consume 1200
calories and 50 grams of fat from
snacks. And that’s just snacks –
not meals.2
Source: 1. USDA, 2. Calorie Control Council and Snack Food Association; as quoted by Latin Times, Super Bowl 2014: 9 Shocking Statistics About Sunday
Game Day Culture That Will Surprise You , 2014.
2.5 million pounds of
salty nuts3
What’s tempting Football Championship fans’ taste buds?
Source: 1. National Chicken Council, January 2013; 2. Domino’s 101: Basic Facts;3 Calorie Control Council and Snack Food Association; 4 Hass Avocado Board, 2014
1.23 billion chicken wings1 11 million pieces of pizza.2
41 million bowls of
guacamole4
Even more unhealthy snacks
Source: Calorie Control Council and Snack Food Association
3.8 million pounds of
popcorn
2.5 million pounds of
tortilla chips
4.3 million pounds of
pretzels
11.2 million pounds
of potato chips
Don’t forget to wash it down
Source: The Nielsen Company
51.7 million cases of beer
The morning after…
Antacid sales are
expected to
increase 20% on
the day after the
Football
Championship.1
Six percent of
Americans will
call in sick the
Monday after
the Football
Championship.2
Source: 1. 7-Eleven via Super Bowl Statistics, Statistic Brain, February 2014; 2. 21 Random Facts About Super Bowl Sunday, thefw.com,
Source: www.eMarketer.com, Venables Bell & Partners as cited in company blog, January 15, 2014
While fans are snacking, they’re looking forward to watching the commercials
59%64%
69%
78%
2011 2012 2013 2014
U.S. Football Championship viewers who look forward to
Football Championship commercials
2011-2014
Series 1
Top 5 Football Championship advertisers by spend
Number of years
with ads in games Ad spending (millions)
1. Anheuser-Bush 5 $145.9
2. PepsiCo 5 $97.0
3. Hyundai Corp. 5 $67.4
4. Chrysler Group 4 $64.3
5. The Coca-Cola Co. 5 $62.3
Source: www.eMarketer.com, Kantar Media as cited in press release, January 14, 2014
In 2014, fifty-eight commercials battled for Football Championship eyeballs
Source: NFL: All Commercials 2014
A 30 second ad spot averaged $4M, exclusive of production costs.
Most effective ads of the 2014 Football Championship*
Ace Score (scale of 1-950) is the measure of ad creative effectiveness based on viewer reaction to national TV ads. Ads are scored on attributes such as persuasion, relevance, information, attention, change, desire and watchability.
Source: Marketingcharts.com, 2014
Watching ads wasn’t limited to the game
32% of Football Championship
viewers watched a commercial
online before the game
30% of Football Championship
viewers watched a commercial
again after the game
Source: Lab42 Super Bowl XLVII Survey, February 2014
Social media is making the Football Championship better
65% of Football Championship
viewers think that social media has
made the Football Championship
better in the last 10 years.
During the game, 38% of Football
Championship viewers posted about
a commercial on social media.
Source: Super Bowl Social Media Trends in 2014, Lab42, February 2014;
90% of the buzz
around Football
Championship
ads came from
mobile devices
on game day
Sunday.
Source: Touchdown! Which Brand Won the Social Super Bowl? [Infographic], Engagor, 2014
Top 10 most shared ads of the Football Championship 2014*
* Based on the number of shares tracked as of February 3, 2014 at 11AM GMT; Source: Marketingcharts.com, 2014
70,945
74,128
100,173
104,906
106,491
123,418
125,896
136,282
202,556
1,309,403
Chevrolet: "Romance"
Toyota: "Big Game Ad Starring Terry Crews and The Muppets
Cheerios: "Gracie"
VW: "Wings"
Kia: "The Truth"
Bud Light: "Ian Up For Whatever"
Jaguar: "British Villains"
Axe: "Make Love, Not War"
Budweiser: "Hero's Welcome"
Budweiser: "Puppy Love"
When the game – and ads – are over
Football
Championship
viewers are slightly
more likely to visit a
brand’s social site
(22%) after seeing its
ad than to visit the
brand’s website (17%).
Source: Super Bowl Social Media Trends in 2014, Lab42, February 2014.
Bing Network performance trends for the Football Championship season
Football Championship searches started a couple of weeks before the game
Source: Microsoft Internal Data Analysis: Bing Network, Owned & Operated, US, January 1 – February 28, 2014
During the game, general Football Championship searches spiked around half-time
Source: Microsoft Internal Data Analysis: Bing Network, Owned & Operated, US, February 2-3, 2014
Football Championship game day schedule
(Pacific Time)
All times are approximate.
• Stadium Entry Pavilions and Gates Open:
11:00AM
• Team Warm-Ups: 2:15PM
• National Anthem & Player Introductions:
3:15PM
• Kick-off: 3:25PM
• Half-time: 5:15PM
Top Football Championship-related keyword searches
super bowl
super bowl 2014
super bowl tickets
super bowl date change
when super bowl 2014
time super bowl 2014
broncos
denver broncos
seahawks
seattle seahawks
Source: Microsoft Internal Data Analysis: Bing Network, Owned & Operated, US, January 1 – February 28, 2014
Football Championship-related clicks and cost-per-click
Source: Microsoft Internal Data Analysis: Bing Network, Owned & Operated, US, January 1 – February 28, 2014
Searches on Football Championship commercials peaked the day after the game
Football Championship buzz translates to search interest – make sure your ad copy is
poised to convert that interest into brand awareness and transactions.
Source: Microsoft Internal Data Analysis: Bing Network, Owned & Operated, US, January 1 – February 28, 2014
Commercials were all the rage at the water-cooler
Source: Microsoft Internal Data Analysis: Bing Network, Owned & Operated, US, January 1 – February 28, 2014
Take advantage of this heightened interest to remind people about your brand!
Top Football Championship commercial-related keyword searches
budweiser puppy love
budweiser super bowl 2014
cheerios super bowl commercial
coke super bowl ad 2014
doritos commercial
radio shack commercial
best super bowl ads
super bowl ads
super bowl commercials
super bowl commercials 2014
Source: Microsoft Internal Data Analysis: Bing Network, Owned & Operated, US, January 1 – February 28, 2014
Football Championship commercial-related clicks and cost-per-click
Commercials have a strong click-through-rate in the build-up before game day, with relatively lower competition. So, grab attention early on!
Source: Microsoft Internal Data Analysis: Bing Network, Owned & Operated, US, January 1 – February 28, 2014
The half-time show sent entertainment searches through the roof
The buzz around the halftime show and performers creates an opportunity to
advertise albums, concert tickets and fan merchandise!
Source: Microsoft Internal Data Analysis: Bing Network, Owned & Operated, US, January 1 – February 28, 2014
Football Championship 2015 will
feature Katy Perry… be prepared!
Searches rose during the national anthem and peaked during Bruno Mars’ half-time performance
Source: Microsoft Internal Data Analysis: Bing Network, Owned & Operated, US, January 1 – February 28, 2014
Football Championship game day schedule
(Pacific Time)
All times are approximate.
• Stadium Entry Pavilions and Gates Open:
11:00AM
• Team Warm-Ups: 2:15PM
• National Anthem & Player Introductions:
3:15PM
• Kick-off: 3:25PM
• Half-time: 5:15PM
Source: Microsoft Internal Data Analysis: Bing Network, Owned & Operated, US, January 1 – February 28, 2014
bruno mars
bruno mars halftime show
bruno mars songs
bruno mars super bowl
bruno mars super bowl 2014
bruno mars tour 2014
renee fleming super bowl
super bowl halftime show
super bowl halftime show 2014
super bowl 2014 halftime show
Top Football Championship entertainment-related keyword searches
Football Championship entertainment-related clicks and cost-per-click
Source: Microsoft Internal Data Analysis: Bing Network, Owned & Operated, US, January 1 – February 28, 2014
Recipes kick-off Football Championship food searches
If your website has a great recipe or your product can be used as an ingredient for a
popular traditional Football Championship dish, use your ad copy to let hungry fans know!
Source: Microsoft Internal Data Analysis: Bing Network, Owned & Operated, US, January 1 – February 28, 2014
On game day, pizza reigns supreme
Be ready for the surge! Make sure you have sufficient budget both for Football
Championship Sunday (and the day before) and the AFC NFC championship
weekend.
Source: Microsoft Internal Data Analysis: Bing Network, Owned & Operated, US, January 1 – February 28, 2014
Mobile devices were used to search for the best dips
Source: Microsoft Internal Data Analysis: Bing Network, Owned & Operated, US, January 1 – February 28, 2014
Allocate most of your mobile budget to weekends and the week before the
Football Championship.
Top Football Championship food keywords for the perfect meal
Dips
artichoke dip
buffalo chicken dip
buffalo chicken dip recipe
dips
guacamole
queso dip
seven layer dip
spinach artichoke dip
spinach dip
taco dip
Wings
buffalo chicken wings
buffalo chicken wings recipe
buffalo wings
buffalo wings recipe
chicken wings
chicken wings recipe
hot wings
hot wings recipe
wings
wings recipe
General Football
Championship food
super bowl appetizers
super bowl food
super bowl food ideas
super bowl foods
super bowl party food
super bowl party food ideas
super bowl party ideas
super bowl recipes
super bowl snack ideas
super bowl snacks
Source: Microsoft Internal Data Analysis: Bing Network, Owned & Operated, US, January 1 – February 28, 2014
Football Championship food-related clicks and cost-per-click
Bing Network
audience behaviors
22% more likely to have spent $50-$99 on ready-to-
eat cookies in the last 30 days
13% more likely to have spent $50-$99 on salty snacks
(i.e. chips, pretzels) in the last 30 days
12% more likely to have spent $200-$499 on hot dogs
in the last 30 days
9% more likely to have spent $200-$499 on frozen
pizza in the last 30 days
8% more likely to have spent $100-$199 on crackers in
the last 30 days
More likely to buy food for the Football Championship
Compared with Google, the Bing Network audience is:
Source: comScore Explicit Core Search (custom), January 2014.
More likely to use a second device while watching TV
Compared with Google, the Bing Network audience is:
Source: comScore Explicit Core Search (custom), January 2014
More likely to have visited a website about a
TV show watched
More likely to have sent an e-mail/instant
message about a TV show watched
More likely to have researched/browsed products
featured on a TV show or commercial
Drive even better performance with Ad Extensions
Sitelink Extensions
Improve click-
through rate (CTR)
and conversions
by providing
direct access to
site content and
purchase pages.
13%
lift in click-through-rates
Location Extensions
Drive more in-
store conversions
with store
locator, click-to-
call, merchant
ratings, and click-
to-direction.
20%
lift in click-through-rates
Call Extensions
Connect
customers
quickly to your
direct sales
teams with click-
to-call.
10%
lift in click-through-rates
Source: Microsoft internal data
You told us: We delivered:
“Save me time,
make it easier”
“Support me to
be more
effective”
“Provide me with
more insights to
make better
decisions”
Keyword Management: Now manage one
million keywords in one view. Auto tagging
Better Interface: Bing Ads is now easier to
navigate with a newly redesigned experience.
Targeting Precision: Geo plus radius
targeting in 1-mile increments now makes
local ads more accurate.
Scheduling Precision: 15 min scheduling
delivers the right ad at the right time.
Bing Ads Editor: Now faster, improved
management, plus new targeting settings.
Bid Predictions: Bid Landscape predicts
impressions and clicks based on estimates.
Campaign Optimization: Delivery statuses
now provide clear insights around ad
performance.
Campaign Performance: Top Mover report
automatically locates key drivers contributing
to account performance variations.
You spoke,
we listened.
We heard feedback from our customers,
advertisers and partners and are
delivering new features to make
advertising on the Bing Network
easier and more effective.
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