SUPER BOWL: Brands Now Questioning How Worthwhile Super Bowl Ads Are – Thanks To Rise In Online Video

  • Despite 114 million people watching last year, majority watched ads exclusively online and not during half-time
  • Since Oreo’s ‘Dunk In the Dark’ brands see online video as a way around paying $5 million for just a 30-second slot

Christoph Pleitgen, senior vice president, sales and business development, EMEA and APAC, of Wochit said:

“Securing a half-time TV ad slot during the Super Bowl is one of the most coveted opportunities in advertising, with a captive audience of over 114 million peopletuning in last year. Despite a 30-second slot costing an eye-watering $5 million this year, many brands see it as one of the last ‘safe bets’ in traditional advertising, with a record $377 million being spent by advertisers for these TV spots this year.”

“However, in spite of the impressive viewership figures, research has revealed that the majority of people who saw a Super Bowl ad last year actually watched it exclusively online and not during half-time. This is not entirely surprising as consumers, on average, watch more than five hours of video per day, making video the single most popular media activity.”

“In addition to this, video advertising is starting to seriously threaten this status quo and is considered to be just as, if not more,effective as TV advertising, at a fraction of the cost.”

“Ever since Oreo monumentally stole the online show with their simple ‘Dunk in the Dark’ Super Bowl stunt, other brands have been scrambling to follow. Many will forgo the huge costs associated with a paid-for super bowl ad-slot and instead put their budgets and efforts into ensuring they are ready to grab public attention with responsive video content, based around the game.”

About Wochit

Wochit is a video creation platform empowering newsrooms, creators and brands to capture and expand audience attention through the power of video.

Founded in 2012, Wochit makes current video footage accessible for anyone to produce and share at scale across all social and digital platforms. With Wochit, videos can be created quickly, using pre-negotiated, rights-cleared assets from AP, Reuters, Getty, Bloomberg and many more sources.

Wochit is the  winner of both the Gutenberg Prize for its disruptive technology in the field of journalism and Digiday’s Best Video Technology Innovation for its positive impact on clients’ bottom line. As video consumption and the share of overall online audience continues to multiply, organisations of all sizes are under increasing pressure to make video a standard part of their strategy for all owned content practices.