Super Bowl LI has dominated the digital marketing data conversation this week. Check out the eight stats that grabbed our attention eye below.
1. Constructive results
Building supplies retailer 84 Lumber garnered 58.7 percent of all U.S. Google desktop text ad clicks on 154 Super Bowl-related keywords during Sunday, per AdGooroo. Intriguingly, the brand used its spot to recruit new employees, and its search ads involved messaging for folks to “Contact a Recruiter.”
2. Brewing Snapchat success
For Super Bowl LI, from Feb. 1 through Feb. 8, Anheuser-Busch ran an interactive game in Snapchat’s NFL content and across the app’s other Discover channels, which are used by a few dozen publishers like ESPN, Bleacher Report and Vice. The endeavor evidently went swimmingly for the beer marketer.
The U.S.-only campaign was age-gated to exclude minors and focused on a relaunch of the Bud Bowl, the TV spot that first aired during the 1989 Super Bowl. The top-performing ad got a 10 percent swipe-up rate, which resulted in an average watch time of 108 seconds. Overall, at press time, the Bud Bowl game has been viewed by millions and has accrued 4,700 hours of time spent.
3. What happens the morning after the big ad runs
From midnight until 7 a.m. on Monday, said Amobee, Big Game advertisers that aired a social-causes-minded message averaged 275 percent more online chatter compared to Super Bowl Sunday. Recipients of such buzz included Budweiser, 84 Lumber, Audi, Expedia, Coke, Airbnb and Kia.
4. How smartphones and tablet played out
Here is another data point from the Big Game. Fetch, which can analyze more than 1 billion global mobile interactions a month, offered Adweek a look at how consumers used smartphones and tablets during Super Bowl LI. The mobile agency said that, a few minutes into the game, mobile usage jumped almost 30 percent and stayed at that level throughout the first half.
5. Developing social for everyone
Facebook Lite, a low-bandwidth alternative to the social network’s flagship Android application for users with poor connectivity, now has 200 million monthly active users—which is, according to Social Pro Daily, twice as many it had last March. Facebook Lite debuted in January 2015 in Bangladesh, Vietnam, Nigeria, Nepal, South Africa, Sudan, Sri Lanka and Zimbabwe. Global marketers should take note.
6. Mobile = huge chunk of Twitter’s ad sales
Twitter’s Q4 2016 earnings report was released on Thursday, and advertising revenue totaled $638 million, which is down slightly year over year, with mobile devices raking in 89 percent of total revenue. The company believes its move toward video—and mobile—last year will reap bigger dividends in 2017.
7. V-Day search
Hitwise found that 40 percent of online searches during the four weeks leading up to Valentine’s Day come from men and 60 percent from women. In the study, these searchers were between 25 and 44 years old.
8. And the big winner is…
Adweek’s creative editor Tim Nudd has done a masterful job of selecting the best Super Bowl ads for many years, and his pick for 2017 was the aforementioned 84 Lumber. The buzz around this ad—which includes a long-form, online film that was teased during the Big Game—has been palpable. For instance, it’s gotten 10.3 million views on YouTube alone.
Check out the commercial below: