It’s the day after the Super Bowl. Many of us probably regret the extra beer, or the extra plate of nachos. It was a good idea at the time, of course, but hindsight and perspective brings a different perception.
But a few extra calories are nothing compared to a $3.5 million dollar ad spend.
It’s the day after the Super Bowl. How many of yesterday’s advertisers are still excited about their purchase? How many do you think got caught up in the excitement of being part of advertising’s biggest stage, and this morning are upset about public opinion of their brand, their creative, their direction (perceived, real or imagined)?
There’s a second set of advertisers that are probably thrilled this morning. Their ad was a hit, and it’s still lighting up the social networks today. It’s the darling of advertising critics, and in line for some of Madison Avenue’s most coveted awards.
But $3.5 million dollars (not to mention the cost of creative and other associated hard and soft costs) is a lot of money. Tweet volume, positive reviews and even YouTube impressions don’t pay the bills. Three to six months from now, will those positively-perceived ads make a difference at the cash register?
Measuring ROI on a Super Bowl ad doesn’t happen on Monday. That kind of investment, and the strategy that typically goes behind it, takes much longer to play out and demonstrate positive return. But tens of millions of people saw your cards, and are already chiming in.
Advertising experts by the hundreds are already declaring winners and losers from yesterday’s broadcast. But the real answer, of course, is far more complicated than the context and creative of the campaign on day one.