Maxifier CEO: Online Streaming of Super Bowl a 'Key Turning Point' For Ad Industry
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.
PE: Is the streaming of the Super Bowl significant for online advertising?
Shaevitz: This year’s Super Bowl is a key turning point, not only in terms of advertising during the game, but for the advertising industry as a whole. It signals a new trend in sports broadcasting, and the added implementation of online streaming will allow agencies and publishers to have greater insight than ever before into the effectiveness of their most visible, and expensive ads. Such insight will lead to the development of new ad products that take advantage of single one-off, high profile events, be it sporting events or major award shows.
Going forward, simply offering a one dimensional flat advert online that seeks to do little more than get the brand out there (just mirroring the TV approach) is a wasted opportunity. You need to have a strategy that embraces the area in which the ad is published in order to derive optimum value for both advertiser and publisher. For example, the ability to run a survey during the game, generate immediate feedback and encourage commentary and interaction all helps drive valuable user engagement and deliver to branding metrics. These new types of data will be very valuable as the largest brands plan out their advertising strategies for the rest of the year.