The Super Bowl of Advertising is Missing the Point -- Alison Provost -- Touchstorm

Why are Super Bowl advertisers willing to pay so much for commercial time Is their ad a momentary splash or something bigger Touchstorm suspects that 2014 is a tipping point where the crossover of Super Bowl commercials into the online space via YouTube and other platforms is the main motivation for brands to lay out 4 million for a 30second spotAs Justin Osborne Volkswagenamp8217s GM of brand and marketing communications told The New Yorker amp8220Our goals are about how many total views we can get To assume that is going to happen within fortyeight hours is cutting yourself pretty shortamp8221 While we agree the views will come in long after the final whistle blows on the game we also think views are just the beginningIn discussing the opportunity for marketers to build momentum for ads outside the 30second spot Jessica Chappell of Horizon Media said amp8220These efforts make sense because they allow the consumer to interact with the brandamp8221 We agree The brandconsumer engagement is what drives longterm valueSo do Super Bowl ads leave a vapor trail thatamp8217s more valuable to the brand than the ingame placement itself Touchstorm is putting this hypothesis to the test Our expertise lies in helping big brands use video to create strong connections with consumers online Our analysis conducted using our YouTube analytics engine Voot helps make the payoffs to brands much more clearWeamp8217re wrapping some incredibly useful analysis around each of the Super Bowl ad spots on YouTube and presenting that in a live scorecard Starting Tuesday our Touchstorm Video Scorecard is the first dashboard tracking ad success by so much more than views and sharesWeamp8217re showing comparisons on four key measuresamp8212views velocity likability and subscriber conversionamp8212to show which ad is driving the most postgame value And our dashboard synthesizes those four metrics into a single Top 10 listing of the ads that are adding real value to the brandAfter the ads ran during the game we can see what happens to them on YouTubeamp8212not just today but for weeks to come The Video Scorecard will send off daily updates analyzing how effective big brands are at converting their Super Bowl ads into added media value and deeper consumer connections via YouTubeTake a look at the Video Scorecard at wwwtouchstormcom and come back daily to see which brands are generating the biggest brand equity aftershocks on YouTubeAlison Provost is the CEO of Touchstorm a technologybased services company that builds YouTube audiences for the worldamp8217s largest brands wwwtouchstormcomCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates at MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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The Super Bowl of Advertising is Missing the Point -- Alison Provost -- Touchstorm

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