By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
SmartData Collective
  • Analytics
    AnalyticsShow More
    predictive analytics in dropshipping
    Predictive Analytics Helps New Dropshipping Businesses Thrive
    12 Min Read
    data-driven approach in healthcare
    The Importance of Data-Driven Approaches to Improving Healthcare in Rural Areas
    6 Min Read
    analytics for tax compliance
    Analytics Changes the Calculus of Business Tax Compliance
    8 Min Read
    big data analytics in gaming
    The Role of Big Data Analytics in Gaming
    10 Min Read
    analyst,women,looking,at,kpi,data,on,computer,screen
    Promising Benefits of Predictive Analytics in Asset Management
    11 Min Read
  • Big Data
  • BI
  • Exclusive
  • IT
  • Marketing
  • Software
Search
© 2008-23 SmartData Collective. All Rights Reserved.
Reading: What Pepsi Ditching the Super Bowl Signals for Online Brand Advertising
Share
Notification Show More
Latest News
ai digital marketing tools
Top Five AI-Driven Digital Marketing Tools in 2023
Artificial Intelligence
ai-generated content
Is AI-Generated Content a Net Positive for Businesses?
Artificial Intelligence
predictive analytics in dropshipping
Predictive Analytics Helps New Dropshipping Businesses Thrive
Predictive Analytics
cloud data security in 2023
Top Tools for Your Cloud Data Security Stack in 2023
Cloud Computing
become a data scientist
Boosting Your Chances for Landing a Job as a Data Scientist
Jobs
Aa
SmartData Collective
Aa
Search
  • About
  • Help
  • Privacy
Follow US
© 2008-23 SmartData Collective. All Rights Reserved.
SmartData Collective > Business Intelligence > What Pepsi Ditching the Super Bowl Signals for Online Brand Advertising
Business Intelligence

What Pepsi Ditching the Super Bowl Signals for Online Brand Advertising

BradTerrell
Last updated: 2010/01/08 at 8:46 PM
BradTerrell
5 Min Read
SHARE

For the first time in 23 years, Pepsi will not be advertising in The Super Bowl – the championships of brand advertising.  Big advertisers pay big bucks to reach a big audience with their messages during the Super Bowl.  30-second spots are running nearly $3 million this year.  But importantly, this isn’t a cost-cutting strategy for Pepsi.  In fact, they are increasing their marketing budget in 2010.  Pepsi is simply shifting their Super Bowl spend to the “Pepsi Refresh Project” – with a heavy emphasis on digital media.

The advertising industry’s budget shift to digital media has been underway for several years.  Direct response advertising has led the charge due to the compelling combination of relevance and intent offered by search…

More Read

ai digital marketing tools

Top Five AI-Driven Digital Marketing Tools in 2023

Is AI-Generated Content a Net Positive for Businesses?
Combat AI-Powered Threats with Cybersecurity Simulations & Other Practices
Utilizing Data to Discover Shortcomings Within Your Business Model
Embedded BI Tools Bring Huge Benefits to Business Applications

For the first time in 23 years, Pepsi will not be advertising in The Super Bowl – the championships of brand advertising.  Big advertisers pay big bucks to reach a big audience with their messages during the Super Bowl.  30-second spots are running nearly $3 million this year.  But importantly, this isn’t a cost-cutting strategy for Pepsi.  In fact, they are increasing their marketing budget in 2010.  Pepsi is simply shifting their Super Bowl spend to the “Pepsi Refresh Project” – with a heavy emphasis on digital media.

The advertising industry’s budget shift to digital media has been underway for several years.  Direct response advertising has led the charge due to the compelling combination of relevance and intent offered by search.  Brand advertising’s shift to digital has lagged for a variety of reasons:

  • Digital media fragmentation: Unlike the Super Bowl, where advertisers can reach over 90 million viewers in a brand-safe environment with a single buy, it has been hard to reach such a large audience through digital channels efficiently.  Now, however, the large-scale Google and Yahoo ad exchanges promise to change this dynamic, and a growing number of demand-side platforms like AppNexus, B3, Invite Media, and MediaMath are aggregating their inventory, offering increased ad placement transparency, and simplifying the buying process.
  • Lack of measurability: For years, when it came to digital advertising attribution methodology, the “last click” has been king.  This approach is not particularly helpful for branding campaigns – where success is measured in terms of awareness.  But an increasing number of attribution analysis solutions, like ZAP from WPP’s Media Innovation Group, now go well beyond that “last click” methodology to help address this.
  • Unsuitable display ad formats: Brand advertisers have been limited online by awkward display ad sizes and shapes that make it difficult to achieve their branding goals.  But that is changing, and online video advertising of the sort offered by Tremor Media now gives brand advertisers the promise of more engaged audiences and better opportunities to tell their brand’s “story”.
  • Lack of creativity: Last spring, Mary Meeker listed the top 25 ad campaigns ever (according to Advertising Age) and pointed out that none of them leveraged digital media!  She went on to ask, “Where is the great creative?”  Pepsi’s Super Bowl decision may offer an answer.  Pepsi is breaking with tradition to launch a creative branding campaign that leverages digital media – both to engage consumers in a two-way dialog, and also to more effectively measure the effectiveness of Pepsi’s marketing investment.

So perhaps Pepsi’s Super Bowl decision signals that 2010 will be “The Year of Online Brand Advertising”.  Of course, smart people have been predicting that every year since 2005.  🙂  Regardless of the exact timing, it is clear that this budget shift is underway and will continue for as long as advertising spend and consumer attention remain out of whack (as depicted by Mary Meeker here):

I should mention that it was a thoughtful response by Jonathan Mendez in the comment thread of his recent post on the “Shift to Search” that prompted me to think about this topic.  In addition, I recommend reading Darren Herman’s recent post on “The End of the Branding Campaign” – it is also quite good.

Photo credit:  Sienar

BradTerrell January 8, 2010
Share this Article
Facebook Twitter Pinterest LinkedIn
Share

Follow us on Facebook

Latest News

ai digital marketing tools
Top Five AI-Driven Digital Marketing Tools in 2023
Artificial Intelligence
ai-generated content
Is AI-Generated Content a Net Positive for Businesses?
Artificial Intelligence
predictive analytics in dropshipping
Predictive Analytics Helps New Dropshipping Businesses Thrive
Predictive Analytics
cloud data security in 2023
Top Tools for Your Cloud Data Security Stack in 2023
Cloud Computing

Stay Connected

1.2k Followers Like
33.7k Followers Follow
222 Followers Pin

Sign Up for Our Newsletter

Subscribe to our newsletter to get our newest articles instantly!

[mc4wp_form id=”1616″]

You Might also Like

ai digital marketing tools
Artificial Intelligence

Top Five AI-Driven Digital Marketing Tools in 2023

6 Min Read
ai-generated content
Artificial Intelligence

Is AI-Generated Content a Net Positive for Businesses?

5 Min Read
cybersecurity simulations
Artificial IntelligenceExclusiveITSecurity

Combat AI-Powered Threats with Cybersecurity Simulations & Other Practices

7 Min Read
utlizing big data for business model
Big Data

Utilizing Data to Discover Shortcomings Within Your Business Model

6 Min Read

SmartData Collective is one of the largest & trusted community covering technical content about Big Data, BI, Cloud, Analytics, Artificial Intelligence, IoT & more.

ai in ecommerce
Artificial Intelligence for eCommerce: A Closer Look
Artificial Intelligence
ai is improving the safety of cars
From Bolts to Bots: How AI Is Fortifying the Automotive Industry
Artificial Intelligence

Quick Link

  • About
  • Contact
  • Privacy
Follow US

© 2008-23 SmartData Collective. All Rights Reserved.

Removed from reading list

Undo
Go to mobile version
Welcome Back!

Sign in to your account

Lost your password?