By David Jones, Dynatrace
It’s that time again. February hits and the country is buzzing with the smell of wings, cold beers and of course, great American football. So too are brands who have invested big bucks in getting their story out to the 100 million viewers tuning in for not only the biggest football game, but the biggest brand event of the year.
In fact, according to reports from Adweek a 30-second spot is running brands a bill of around $5 million — a substantial investment for such brief airtime. And while many will gauge the success of the ads by their creativity, there will be an unspoken, hidden component as to whether these ads were truly successful for the businesses advertising during the Big Game. That hidden component will be entirely based on the success of each advertiser’s ability to handle the digital demand generated from the ads, and deliver a strong digital experience throughout the event.
We already know that a mere half second website slowdown can reduce a brand’s conversions by 10 percent. To keep current and prospective customers satisfied during high-traffic events like the Super Bowl — and to avoid the ever-common social media rant that happens when people experience problems with websites and apps– advertisers need to make sure they do not squander their third-and-goal position by having their digital properties fumble at the goal line due to their inability to support the onslaught of website traffic.
Advertisers you can expect to see on Sunday represent some of the most well-known brands, and the $5 million cost of entry for an ad is only the tip of the iceberg for the costs associated with creating and maintaining the brand’s relationship and reputation with consumers. The brands in question are investing a lot of money, so there is a lot at risk. Having a website crash after the event can damage a brand and potentially waste well-intended advertising dollars.
While any number of elements can result in a poor digital experience on a website or mobile, the most difficult element will be managing the complexity of the advertiser’s digital channels. Web and mobile channels have been becoming increasingly complex, and anything along the digital delivery chain can become a point of failure that causes the entire digital experience to get sacked before crossing into the end zone.
With all the hype and investment for this one single event, all eyes will be on the game and the ads this Sunday. There’s no room for failure, and advertisers have to get it right. If brands prove digitally prepared, they too could be taking home the hardware.