Pathmatics Blog

Super Bowl Surge - The Importance of Historical Data

January 29 2015
In the digital advertising world, speed is the name of the game; millisecond bid responses, M&As left and right, and rapid fire acronyms that will make your head spin. Many times, I have joked that an ad tech year should be counted in dog years. 
 
In this swift, ever-changing, innovative world, we often overlook the importance of historical data. What creatives worked best and when? How were they served, direct v indirect, and what it cost/what was I paid? Numerous factors come into play, and because of the deep ocean of data we capture  as an industry including - cookies, clicks and conversions - much of this historical data is at our fingertips, or should I say paws, for analysis. 
 
This brings me to the Super Bowl, the super advertising extravaganza, where this year a 30 second commercial space will go for $4M (Forbes). For many outside the advertising world, these commercials are the golden egg, stealing much if not all of the consumers' attention. Outside these commercials, massive budgets are spent on sponsored parties, product placement and everyone's favorite halftime events (YouTube is even hosting its own halftime show with YouTube stars). But what about digital? Online, we see what I like to call Super Bowl surge!
 
Much like Valentine's or Cinco de Mayo, the Super Bowl has a short but  powerful presence. Take a look at these well known Super Bowl advertisers and how they were advertising leading up to last years big game.
 
 
 
AN_-_SB
 
 
Coke
 
 
Dorito
 
 

While initially we look at the Super Bowl from an advertising perspective, keep in mind the role these spikes have on publishers. What effect does this have on their performance?

Publishers should ask themselves these questions before any major event (Super Bowl Edition):

  • What are the major advertisers buying online leading up to Super Bowl Sunday?
    • primarily CPG, Retail and Cloud Services (think Wix.com this year)
  • What is the primary audience on my site? Will they be targeted for these types of advertisers?
  • Do I have direct relationships with these major brands, do they historically buy direct to publisher?
  • Do my ad service (SSP, Network) partners have relationships with these brands?

Based on these questions, and looking at the historical data surrounding the answers, publishers will have an opportunity to improve negotiation power and ad revenues during major events like the Super Bowl. Think of it as studying your competition's game tape before the big game. 

For more historical data on any Advertiser or Publisher check out our AdRoutes tool.


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About Author

Sam Gansline

A lover of fresh air, live music, sport & high performing teams. After the University of Colorado @ Boulder, Sam began his career improving the relationship between major digital advertisers & independent publishers. Currently Sam leads the Operations and Sales Development teams @ Pathmatics with a focus on pipeline growth, process optimization & market strategy.

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