It’s no secret that for many brands Super Bowl Sunday is one of the most anticipated and impactful marketing opportunities of the year. Companies are known to spend millions of dollars for seconds of screen time. Over that last few years, brands have spread the reach of their marketing campaigns to much more measurable channels like social and web. Most of those highly anticipated commercials usually make their way to Youtube, Twitter and Facebook before they hit a television screen.
This constant evolution of digital marketing channels and engagement strategies has revealed new measurable metrics that give brands greater insight into the efficacy of their marketing campaigns. The Super Bowl is no different.
Yes, brands care about the number of Super Bowl viewers and their commercial air time, but what matters are the metrics they measure online and off screen. These brands want to know what happens after viewers have seen their commercials. They want to know what people are talking about and how engaged they are with the brand. Sometimes they just want to know if you liked the commercial and if it was worth all the money they spent.
So, how are brands going to measure this?
We’ve put together a list of 5 measurable marketing metrics that companies will be tracking during Super Bowl Sunday that help paint the most accurate picture of campaign success.
1. Total Impressions and Reach (across all channels)
Reach is always important. If your campaign doesn’t reach a larger audience, then there is no way it could have an impact. Let’s face it, viewership numbers alone just don’t cut it if you want an accurate look at the impressions and reach of your Super Bowl campaign. Brands need to measure that reach across marketing channels like Facebook, Twitter, website, paid advertising and the list goes on. Brands want to know how many people their content has reached and how many of those people have interacted with their content.
With multi-channel marketing campaigns becoming the norm, multi-channel measurement is paramount to accurate and insightful data. Measuring the cross-channel impressions and reach of a marketing campaign gives marketers a general overview of the initial impact their messaging and content have on key audiences. The more people you reach across all of your marketing channels, the more conversion opportunities you create.
2. Total Engagement Score (across all channels)
A total engagement score is a combination of multiple metrics collected from distribution channels (social, web, mobile, etc.) that give brands an accurate look into how engaged their audiences are. Brands use a total engagement score because no single metric can define the level of interest a person may have in the brand. Tracking 20 different engagement related metrics can also be overwhelming for most marketers. By consolidating these metrics into a holistic engagement score, marketers can distill campaign engagement into a single, more manageable KPI (Key Performance Indicator).
Brands want to know how well people are engaging with their Super Bowl campaigns across multiple channels. Measuring the total engagement score helps marketers answer important questions about the virality of their content and how well these campaigns elicit interaction from audiences. A total engagement score can take into account metrics like retweets, shares, posts, likes, and a number of other engagement metrics that provide a detailed look at how and why people are interacting with a particular campaign. With this level of insight, marketers can adjust and tailor their campaigns to optimize audience engagement.
3. Share of Voice (vs. competitors)
Share of voice is huge for brands. In short, it’s a measurement of how much of the buzz around a campaign or event, like the Super Bowl, is about you and how much is about your competitors. Measuring share of voice requires you to measure both your own engagement, as well as the engagement of your competitors. Similar to a total engagement score, only the campaign-related engagement should be captured in this comparison. Brands should be measuring these metrics across all of their paid and unpaid channels for the most accurate comparison.
It’s safe to say that most brands are not interested in sharing the buzz with their competitors. This is why brands will be measuring their Share of Voice against their competitors on channels like Twitter, Facebook and Youtube. Keeping an eye on which brands are garnering the most attention give marketers insight into what strategies, messaging, or content work well with their audience. This means that marketing teams can react to competitors in real-time and adjust their campaigns to draw more of the buzz.
4. Web Traffic Generated by Campaign
Web traffic is normally one of the biggest indicators of a successful digital marketing campaign. If we can draw more visitors to our website we open up more opportunities to educate and convert these visitors into customers. For most brands, our website tends to be the bread and butter conversion channel of our demand generation strategies. This is why pushing traffic to our website through Super Bowl marketing campaigns is important. Getting people to your site will make for a richer customer experience, bigger brand impact and higher lead flow.
It is important that brands track only the traffic generated by their Super Bowl campaign, which means tagging or labeling ad units and messages for each media channel. This will give companies more insight into what channels generate the most traffic and which of those channels drives the most relevant visitors.
5. Campaign Sentiment
When it comes to buzz, more does not necessarily mean better. Marketers have seen campaigns go horribly wrong because they simply draw the wrong kind of attention and elicit a negative sentiment from audiences. The NYPD’s #mynypd campaign is a great example of a marketing campaign that did much more harm than it did good. To avoid these types of disasters, brands need to measure and monitor the campaign sentiment around their messaging and content.
Measuring this will require some form of sentiment scoring, either manual or through an automated service. Campaign Sentiment can be measured by analyzing keywords, conversations and interactions between the brand and its audience. This helps determine the types of messages that garner the most positive comments and feedback. Gauging the sentiment for marketing campaigns gives marketers insight into what language, imagery, or messaging create a positive or negative sentiment among their audience.
Although brands will be tracking many more than 5 marketing metrics during the Super Bowl, these particular metrics stand out. They are used to give marketers an in-depth look into how and why people are engaging with their campaigns. As marketing intelligence platforms continue to evolve, marketers can collect and analyze more quantitative data to develop more qualitative insights. At the end of the day, raw data is useless to marketers unless it helps us draw informed conclusions and define strategic decisions that drive results and delight customers.