As we reflect on another Super Bowl (go Baltimore!), it has become more clear than ever that mobile is having a massive impact on not just game day, for both consumers and advertisers, but virtually every day.
As the game ebbed and flowed, we saw mobile activity on our platform follow suit, and in many cases, directly reflect what was happening live. Mobile is a channel that is personal and always on, and as consumers are engaging with their mobile devices during big cultural events like this, advertisers have a tremendous opportunity to leverage the co-viewing experience and make a long-lasting impact.
One of the major trends we noticed on our platform was that social activity over mobile devices often peaked at certain moments of the game depending on where a consumer was located. For consumers in Baltimore, for example, social activity peaked at moments like the Ravens’ field entrance and Ed Reed’s 2nd quarter interception, while in San Francisco, social activity peaked at moments like the 49ers winning the coaches challenge in the 4th quarter.
For advertisers—the ability to reach consumers at all moments of the game (whether it was pre-game, halftime or during the blackout) is a tremendous opportunity, and it is one that only mobile provides.
One of the other key trends we noticed was that different audiences reacted to the game very differently. During halftime, for example, our Sports Fan audience used the break in the game to engage with additional sports content, while our Parents audience followed along with the halftime show by primarily engaging in Entertainment content.
From a brand advertiser perspective, the Super Bowl is an opportunity to reach a huge amount and variety of audiences (and, in many different ways), and we saw this translate into tremendous interest from marketers in mobile. For instance, if a brand had already splurged on a TV commercial, mobile served as a way to reinforce and complement their message, while if a brand decided that TV wasn’t for them, mobile was a way to still reach and engage with consumers throughout this epic consumer event.
For more information on what we saw during the big game, check out the infographic below. This comprehensive picture of game day was pulled together by analyzing volumes of audience data, social data, channel data and more, both on a national and local level. This type of data is only available in mobile, and is a great representation of how integral mobile has become to the Super Bowl experience… And reflective of the new consumer paradigm.
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Millennial Media is the leading mobile ad marketplace, making mobile simple for the world’s top brands, app developers, and mobile web publishers. The company's data and technology assets enable advertisers to connect with target audiences at scale, while driving monetization for publisher and developer partners. AOL acquired Millennial Media on October 23, 2015. Millennial Media boosts AOL's global, mobile capabilities and scale across ONE by AOL for advertisers and agencies, and offers the most attractive monetization platform for app developers.