Facebook Video Ads During Super Bowl XLIX: Pregame, In-Game or Postgame?

With Super Bowl XLIX on tap this Sunday, SocialCode examined how its campaigns featuring Facebook video ads fared during Super Bowl XLVIII

TheBigGame650With Super Bowl XLIX on tap this Sunday, SocialCode, a Facebook Strategic Preferred Marketing Developer, examined how its campaigns featuring Facebook video ads fared during Super Bowl XLVIII.

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?

Image courtesy of Shutterstock.

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.