Kory Marchisotto, E.L.F.’s chief marketing officer, acknowledged that Kansas City’s playing in the Super Bowl was good for business. Ms. Marchisotto said her company kept different versions of ads in the days leading up to the game, a departure from how Super Bowl ads used to be prepared. Companies want to stay as nimble as possible, staying responsive to the specific interests of the audience watching the game.
“It was way easier when you would create a spot, spend a year on it, put it in market, and sit back and let it fly,” she said.
At the same time, companies are investing more heavily into making sure they’re getting the most for their $7 million. More ads this year are expected to feature interactive components like QR codes, which help companies track engagement with their brands in real time.
The technology debuted at the Super Bowl in 2022 with a floating code for Coinbase, a cryptocurrency company. The concept was used in more ads in last year’s Super Bowl — including one for avocados from Mexico and one for a public service announcement from a religious organization. The strategy also featured prominently during the N.F.L.’s first Black Friday broadcast in November.
Together, the Super Bowl’s ads are an annual snapshot of the economic and social moment in the country, said Ethan Heftman, a vice president of agency sales at Ampersand, an ad consortium owned by Comcast, Charter and Cox.
“As long as you have new industries — auto, cellular, tech companies,” Mr. Heftman said, “there’ll always be brands seeking that broad awareness.”
Kaynak: briturkish.com
