Quarterbacking the Winning Play: Cost-Efficient Super Bowl Ads through CTV and OTT

By: Lauren Oliver & Ryan Clark & Chet

The Super Bowl, the annual spectacle that brings together football fans, lovers of commercials and, for the first time ever, Swifties, has long been synonymous with extravagant ads and advertising budgets. Traditionally, brands have invested hefty sums to secure coveted spots during the game’s commercial breaks. This year spots are going for ~ $7MM for a 30-second ad according to AdAge. However, in the digital age, a strategic shift is changing the spending paradigm. Enter Connected TV (CTV) and Over-The-Top (OTT) advertising – the game-changers in cost-efficient Super Bowl ad campaigns.

The Evolution of Super Bowl Advertising:

Super Bowl commercials have become an integral part of the event, with advertisers vying for viewers’ attention during breaks in the game. Historically, television was the primary medium for these ads. However, as consumer behavior evolves, advertisers are seeking innovative ways to reach their target audience without breaking the bank.

Connected TV (CTV) and Over-The-Top (OTT) platforms are at the forefront of this evolution. CTV refers to television sets connected to the internet, while OTT delivers content via the internet, bypassing traditional cable or satellite services. Leveraging these platforms can provide a cost-effective alternative for brands looking to make a splash during the Super Bowl without the jaw-dropping price tag.

Why CTV and OTT?

Targeted Advertising:

• CTV and OTT platforms allow advertisers to target specific demographics, interests, and behaviors, ensuring that their message reaches the right audience. Unlike traditional TV ads, which are broadcasted to a broad audience, CTV and OTT enable brands to tailor their campaigns for maximum impact.

Reduced Costs:

• Super Bowl ad slots on traditional television can be astronomically expensive. In contrast, CTV and OTT advertising often come at a fraction of the cost. This cost-effectiveness allows brands to allocate their budgets more efficiently and potentially reach a larger audience through extended campaign durations.

Flexible Ad Lengths:

• Unlike the rigid time constraints of traditional Super Bowl ad slots, CTV and OTT platforms offer flexibility in ad lengths. Brands can create engaging and impactful content without being bound to the constraints of a 30-second spot. This flexibility can enhance storytelling and brand narrative.

Interactive Engagement:

• CTV and OTT ads can be designed to be interactive, allowing viewers to engage with the content in real-time. Whether it’s clickable links, polls, or interactive features, this engagement can lead to a more memorable and impactful ad experience.

Data-Driven Insights:

• CTV and OTT platforms provide valuable data and analytics, allowing brands to measure the effectiveness of their campaigns. Advertisers can gain insights into viewer behavior, preferences, and engagement metrics, enabling them to refine and optimize future campaigns.

As the advertising landscape continues to evolve, savvy brands are recognizing the potential of new platforms to deliver cost-efficient and highly targeted Super Bowl ad campaigns. The shift towards digital channels not only allows for more budget-friendly opportunities, but also opens the door to a new era of creativity and engagement.

In the ever-changing world of advertising, embracing the possibilities of CTV and OTT during the Super Bowl is a strategic move that can elevate brands to new heights without the financial strain of traditional broadcast channels. The game is changing, and those who adapt to the digital playbook may find themselves scoring big with audiences in the age of connected viewing.