It’s hard to believe that we are just over one week away from one of the biggest advertising days of the year: the Super Bowl. While the price for a thirty second ad during the big game has increased to $5M+, has interest from advertisers also gone up? In a New Year where a passionate Presidential election is still simmering for American consumers, not all brands are rushing to the fifty yard line.
Many longtime sponsors of the Super Bowl aren’t returning for kick-off in 2017 including Doritos, Taco Bell, Toyota, Visa, and Heinz. While we may not see adorable dachshunds in hot-dog costumes running through fields, there are other ways for these brands to invest that cash in digital channels for a big return. AdWeek put together 7 Digital Ad Alternatives You Can Buy For the Same Prices as a Super Bowl Ad, and we also found a few alternative placements of our own. Happy Advertising!
Run a YouTube Homepage Banner Ad With Enough Leftover For a Vegas Trip
On January 10th, automaker Chevrolet shelled out $3.89M for an in-banner video creative on YouTube’s homepage garnering over 194M impressions. Chevrolet spent between $150K and $190K for the accompanying desktop video creatives on YouTube for the same campaign on January 10th. Depending on how you divvy up what’s leftover, there should be enough for a trip to Vegas to watch the game.
Run 125 IMDB Page Skins
Page skins (wallpaper ads, background ads, wrapper ads - whatever you may call them) continue to be valuable placements on popular sites such as Fandango and IMDB. For $5M, you can run 125 Page Skins similar to the ones run by Underworld Blood Wars Movie (Sony Pictures) for $40K each. You won’t have any dough leftover but you should rake in over 102M impressions.
Spend $170K Per Day on Video Advertising
Toyota looks to already be doing this. Over the last thirty days, the brand has spent just north of $5M on their desktop video advertising strategy. The automaker has released 150 unique creatives on an average of 58 sites per day, bringing in 150M impressions.
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Image from Getty Images via AdWeek.