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Maxifier CEO: Online Streaming of Super Bowl a 'Key Turning Point' For Ad Industry

January 26, 2012 By Danielle DeVita
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For the first time ever, the 2012 Super Bowl will be streamed online, giving advertisers and publishers alike an opportunity to measure the effectiveness of their ads. Let's face it—who doesn't look forward to the ads during the game?

Super Bowl viewers and enthusiasts will be able to click on ads, giving campaign tracking companies like Maxifier the opportunity to gather extensive data on viewer patterns to help businesses develop improved advertising strategies for years to come.

In addition to the Super Bowl's online streaming, mobile streaming will contribute to the data Maxifier is able to gather about advertising effectiveness. Maxifier will be able to detail how consumers value different types of large-brand ads on different formats. The Super Bowl's live streaming provides an opportunity to measure the impact of the ads.

Publishing Business Today recently asked Jonathon Shaevitz, Maxifier's CEO, how the Super Bowl's live streaming will change the industry of advertising.
 

PE: Will there be any difference in the ads running in real time compared to online?

Jonathon Shaevitz: For the first time in its history, the Super Bowl will be streamed online. However this is not the first large sporting event to do so. We’ve already seen the US Open streamed live last year and later this year the Olympics will be streamed online as well. Demand and inventory are being handled differently for the online stream and television broadcast. The online version of the event will have a separate ad load. While many agencies may choose to purchase both online and television spots, they are exclusive. So if you’re watching online, you’re not guaranteed to see the same ads as your TV-favoring counterparts, and vice versa. 

PE: What mediums will stream the Super Bowl?

Shaevitz: The Super Bowl is being streamed on NBC's website and Verizon's NFL Mobile application.

PE: What does the online channel vs. the TV route bring for the marketer?

Shaevitz: The key one is what has always been the strength of online advertising, that being the ability to gauge campaign effectiveness in real-time. By “campaign effectiveness” I mean delivering to the specific advertiser goals, whether this is click thru rates (CTR), eCPM, CPA or user engagement, among many others, in order to ensure that they have a quantifiable measure to determine campaign success. This is something that we very much support and our adMAX solution enables users to employ a wealth of metrics – both direct response and branding – to ensure they can measure their success in the most appropriate way to their business or their advertisers. 

 

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“Blanchard is demanding. He won’t allow you to flip through this book, nod your head, and leave. If you’re in, you’re going to have to invest to get your rewards.”
--Chris Brogan, president of Human Business Works

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