What Advertisers can learn from Kellogg School #SuperBowl #Advertising Review?

Manu_Malhotra

Employee

07-02-2018

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How often do you see the commercials played at the event getting bigger than that event itself? Well if not bigger, Super Bowl commercials have an astounding following along with the game itself. Today, an array of advertisers queue-up for this event and spend big bucks to reach customers.

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Kellogg School Super Bowl Advertising Review 2018 was a phenomenal show. Much of what Advertising Review has achieved as a platform is because of its sheer focus on raising the game of advertisements. It involves its viewers to vote for their favorite Super Bowl Ads. It won’t be an overstatement to say that many viewers have started following the event just to view the commercials that are played. And, the fan following of this event cuts across all ages and genders.

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We have known that some networks such as Dish TV created solutions for customers wherein they could see the recording of the Super Bowl event, skipping the actual match and to just watch the commercials. Yes, you read it right! Skipping the match and just watching the commercials! At a time when industry is struggling with challenges such as ad blockers, here is one event that has raised its own game and reached an inspirational level.

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Lessons from Kellogg School Super Bowl Advertising Review – ADPLAN model!

Attention

It is imperative, in first place to curate the advertisements that grab the attention and engage the Audience. Advertisers today are fighting for attention share at a time when attention span has come down exponentially.

Distinction

In a world cluttered with advertisements across channels and screens, how can advertisers make sure that the delivery of the advertisement is distinct and stays with the audience? Once distinction is achieved, the commercials and more importantly the message stays with the audience.

Positioning

Positioning the advertisement appropriately in a category and bringing out the unique value goes a long way in raising the effectiveness of the advertising campaign

Linkage

How often do you see the commercial bring out the link between the two - the Brand and the advantage, seamlessly? Yes, it’s the coming together of art and science!

Amplification

We measure brand and performance metrics from advertising campaigns, right? We are almost obsessed with it, these days. One important aspect of great advertising is to measure – after viewing the advertisement, do people think favorably for the brand?

Net Equity

Often missed, but critical element of the entire story! What about historic Brand identity and online reputation? Is the commercial projecting it in line with its historic identity and reputation?

ADPLAN is followed by Kellogg School Super Bowl Advertising Review very diligently. The viewers are asked to evaluate the commercials on these six parameters.

Another Case in Point

Amazon’s commercial - “Alexa loses her voice” won in this 2018 edition of Kellogg School Super Bowl Advertising Review. Amazon, till few years back was hardly considered as a digital advertising organization, however, a lot of water has flowed under the bridge. Today, Amazon is a leading digital ad revenue generator in US. In addition, it is growing faster that many would imagine.

By winning the commercial, Amazon has made a rather assertive statement – they know the advertising business well!

Blog written by Manu Malhotra

Originally Posted on LinkedIn