Brands will spend a record $5 million for a TV ad during CBS's broadcast of this year's Super Bowl, but with most of the chatter about the game happening online, Big Game marketers are also pouring big money into digital advertising.
With the price of a 30-second Super Bowl spot up a half-million dollars from a year ago, expect more brands to "ambush" this year's game with digital-heavy campaigns that are cheaper but still reach millions like Newcastle, Volvo and Esurance have in the past.
"You don't necessarily need to be in the live broadcast with the rise of the cultural wave for particular events," said Jesse Cahill, head of planning for North America at Essence. "There's a lot that happens before the event, or in the cultural zeitgeist of how people build anticipation for that event, and how that affects people when they're thinking about that event."
To find out how far $5 million actually goes when buying digital ads, Adweek asked a handful of buyers and experts (most of whom spoke on the condition of anonymity) about what they could buy for the same price as a TV spot.