This Year's Super Bowl Ads Ignored Huge Social Opportunities

Salesforce exec says the dearth of calls-to-action 'was marketing malpractice'


A couple hours after New England beat Seattle on Sunday night, I was beat. But my exhaustion had nothing to do with the hour, the game or the fact that Bill Belichick won his fourth championship for a team not named the Cleveland Browns. I'm officially tired of watching Super Bowl advertisers waste their money in pursuit of branding over consumer action and engagement.

You see, this is the third year that I've watched, cataloged and analyzed the calls-to action (CTAs) in each and every Super Bowl ad, and since 2013, consumers have only become more mobile and increasingly social.

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