SocialCode analyzed the performances of its campaigns with video ads before, during and after the game, and here’s what it found:
- Pregame: Engagements were markedly high, while reach costs were stable in comparison. Advertisers can achieve big impact and efficiency prior to kickoff.
- During the game: CPMs (cost per thousand impressions) and engagements were relatively flat. Brand competition was so high that many Facebook ads couldn’t be served.
- Postgame: CPMs plummeted. Advertisers were able to extend their campaigns, still reaching millions of people with their creative and delivering it more efficiently.
SocialCode said in an email to SocialTimes:
The Super Bowl provides a timely example of how Facebook’s role as a primary vehicle for brands is growing. Brand marketers are using Facebook to extend the impact of Super Bowl TV investments. And non-commercial buyers are recognizing they can use the platform to achieve reach at TV scale, with equally rich creative.
Readers: Did you spend any time on Facebook during Super Bowl XLVIII? If so, did you interact with any video ads?
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