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An ad nerd’s take on the Super Bowl

3 min read
February 4, 2016


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This Sunday is the most exciting day of the year for advertisers – the Super Bowl. How many people do you know who watch the game, strictly for the commercials? I’m sure quite a few…

We all know our favorites. Whether it’s a talking baby or a Clydesdale – commercials resonate with us, and stick with us.

Yes, there are those who would prefer to watch TV shows without commercials or listen to the radio without jingles, but think for a minute – what would the world be like if all forms of advertising disappeared?

Advertising is here to stay

One of my top reasons for looking forward to visiting NYC a few years ago (besides watching long-time crush Derek Jeter play in Yankees stadium) was to visit Times Square, so I could be immersed in the advertising.

Who doesn’t love watching a fictitious mouse or a comical gecko promote a major brand? What sports fan doesn’t enjoy seeing their favorite athletes selling a product? And the jingles and taglines are often so catchy, that we find ourselves using them in everyday conversations or humming them in our heads.

The good news for those of us in the biz, a world without advertising may never happen. Consumers – and advertisers – need advertising. The tricky part is being sure we are delivering the right message, to the right people, at the right time. Challenge accepted.

Growth of video advertising

The abundance of video ads and their growing popularity have made a huge impact on the advertising industry. Online video ad revenue will reach nearly $5 billion in 2016, up from $2.8 billion in 2013. Fun fact: Online video ads are getting three times more clicks on average than other digital ad formats, including mobile, display, and rich media ads (according to Business Insider).

We’ll continue to see videos ads in all shapes and sizes popping up in unexpected places. And with Google’s ownership of YouTube, the possibilities are virtually limitless.

More than 30-second spots

For the amount of time, energy, and money going in to all of the spots you’ll watch this Sunday, I encourage you to appreciate them, talk about them at the water cooler on Monday – and maybe even buy the products.

Enjoy the game!

Jessica Raimondo


Media Planner/Buyer

The Martin Group

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