As the cost of advertising during the Super Bowl game itself has soared, companies have become more creative in how they reach consumers, launching extensive pre-game digital marketing campaigns, advertising and pre-game tv ads. All of this requires not just creative planning but technical planning as well. Everyone is hoping their digital marketing efforts and especially video content will go viral, even a few weeks before the event. And this means that even marketers need to be concerned with whether the channels through which they push videos out (either their own channels or third-party channels and video platforms) can handle a viral campaign. Maybe the CMO doesn’t usually sit around thinking about the technicalities enabling video streaming, but s/he will have to start asking: are the solutions we plan to use ready for virality, i.e. “the big time”? Are we also prepared for mobile, which is where increasing numbers of the audience are coming from?
A lot of activities go hand in hand with the annual Super Bowl, the final championship game of America’s National Football League. Probably most awaited each year - apart from the big game itself - is the advertising and a whole lot of video that accompanies the actual ads. Companies from across the spectrum of industries invest unheard of amounts of time and money in creating what they hope will be the most-talked-about, viral ad campaigns - showcasing their offer during this prime Super Bowl period (including before and after). Most of this content is video. Preparation for this year’s event, which takes place on February 6th, probably started even before last year’s Super Bowl took place. For advertisers and media companies - and those who enable and underpin the delivery of ads and media - this is a bit like their own Super Bowl.