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Digital Video + The Super Bowl: Best Practices for the Big Game

Our video experts are sharing a few big ideas and best practices for digital video that can help achieve a wide range number of marketing objectives, from brand positioning to product promotion during the Super Bowl and NFL Playoffs.

Meredith Cunningham Published: January 8, 2019
Digital Video + The Super Bowl: Best Practices for the Big Game image

Super Bowl ads can cost millions of dollars – $5 million on average for a 30-second spot. Fun fact – that’s more than what game-winning quarterback Nick Foles made in the 2017 season.

Not every brand has that kind of money just laying around, but brands also can’t afford to miss out on the multitude of opportunities the big game brings. In fact, last year’s Super Bowl was the top single telecast in 2018, followed closely behind by NFL Division and Conference Playoff games.

While this year’s game is being broadcast by CBS, by no means is the Super Bowl limited to one screen. Using Digital Video to create your own Super Bowl commercials is a great way to reach a large target audience on a variety of different platforms.

The good news is that you don’t need to spend millions to reach millions. With some spend, you can easily have a presence around the big game, but how? Digital video can be used with native content, all social media channels, and Pre-Roll ads for both Linear and OTT streaming content. You can even use geofencing to target specific areas with your ads, such as Kansas City during the Chiefs game.

Digital Video Best Practices

Our video experts, Nel Santiago, Video Producer, and Brandon Baker, Brand Strategist, have a few big ideas and best practices for digital video that can help achieve a wide range number of marketing objectives, from brand positioning to product promotion.

Visual Placements
“You only have a few seconds to grab your audience’s attention,” says Baker. “Differentiate yourself by using original content to tell meaningful, valuable stories about your product or business. Plug your most compelling visual or storyline at the beginning of the video to grab their attention immediately.”

You’ll also need to consider smaller screens, the size, and placement of your brand’s logo, and where it fits on the screen. “The mentality of ‘make the logo big’ truly applies to these smaller devices,” Santiago adds. “And, as a pro tip, know where your default overlays sit. It’s not something people think about, but certain platforms use certain areas for ‘skip’ or ‘next’ buttons. Avoid putting important information below those areas.” 

Can You Hear Me Now?
Make sure your videos work without sound. “You can’t control the environment in which your ad will be seen. A lot of that time will be on-the-go. If the viewer is in a busy place or doesn’t have headphones, you’ll need to use visuals to help get the message across,” says Santiago.

Baker adds, “You need to caption everything or use big and bold text to reinforce key messages. Readability is also a key factor here, so be sure to choose a legible font and use transitions that are easy on the eyes.”

A Strong Call-To-Action Can Make or Break ROI
What is the goal of your video? Do you want your audience to click on an embedded link, visit your website, or call a phone number? A strong call-to-action that leads the audience to where you want them needs to be clear and concise – and can also help with future targeting efforts.

“You want to have a real feel for what ads are making a connection and passive advertising of the past could only tell you half the story. Digital ads (mobile video) can supply you with much more rich targeted data, which in turn can lead to stronger ads that resonate,” says Santiago.

Pay Attention to Video Lengths
Once you collect data from your videos, you’ll have a better idea of who your audience is, and what types of videos they like. According to the IAB, “While Millennials prefer 10-second ads, the communication power of 30-second ads can have an advantage among consumers 35-54, who are less sensitive to mobile ad clutter.”

Consider the Screen & Convert it Appropriately
What is the size of the device your video will be viewed on? You’ll want to have a mobile-first approach when it comes to any digital video marketing strategy. And, if you’re repurposing content from other channels, Santiago advises, “The temptation to directly repurpose broadcast footage for the digital space without proper conversion can yield some bad results.”

“The traditional 16:9 format for video has given way for square and vertical formatting. It’s just the nature of the beast. That’s how we hold our mobile devices, so that’s how the content will be digested. A catchall format for TV and digital doesn’t exist, so keep in mind where the final product will live. Framing for 4:4 or 9:16, depending on the platform, will require different ‘safe zones’ or ‘cropping’ than traditional broadcast.”

Sponsorship Opportunities and Influencers
When creating your digital video, you don’t have to do it alone – you can seek out sponsorship opportunities and leverage influencers to reach a younger audience.

For example, Santiago notes that digital-only ‘how-to’ or ‘unboxing’ videos have made everyday Joe’s voice heard by millions. “There are influencers big and small, and younger audiences tend to buy into peer reviews better than a generic talking head,” he says. “With that said, do your homework. Align your brand with like-minded and trust-worthy people that will keep your message on target.”

Enlist The Video Professionals at TEGNA
As an end note, poorly produced video reflects poorly on your brand. The experts at TEGNA  can help plan, create, and execute on all of your digital video needs. Our team of experts, including Brandon and Nel, take the time to understand your unique marketing needs and goals to create a customized solution based on insights and industry expertise. From concept development to implementation and measurement, we offer the highest level of support as your marketing partner. Contact us to get started.

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