“All great spots start with a human insight. If you lose sight of that, you will lose your way.”
On Wednesday, February 10, Curiosity CEO Matt Fischer was featured as a guest panelist during the AAF’s Super Bowl 50 spot review. While the hits and fails of the night were hotly contested, the meat of the conversation focused on bigger issues—like what makes a Super Bowl spot worth the investment, how brands should approach celebrity placement, why spots miss the mark so often with their target, how to avoid that, and how to measure success.
Some highlights from Matt’s answers during the Q&A are summarized below:
1) Does the return a Super Bowl spot brings really justify the investment? Is it more effective now for brands to put their budget elsewhere?
It is definitely worth the investment, for a lot of reasons, but above all because your target is there and they’re listening. You can’t get that level of engagement at any other time or on any other platform. It’s not an opportunity brands can afford to miss.
2) Is leaking a spot early an effective strategy for brands?
Leaking may create more buzz and it may get you more views, but there’s something bold and decisive about a Super Bowl debut. It’s obviously a bigger risk, but the brands that take it appear more confident in who they are, what they stand for and how they want to connect with their audiences. They’re making a statement, and I think consumers recognize that.
3) There were a lot of celebrity spots this year. Do you think celebrity placement creates real value for brands, or does the spot ultimately become more about the celebrity than the brand they represent?
You can’t make a blanket statement about celebrity placement, because it’s so case-specific. Obviously the choice of celebrity is important. But the concept is also critical. The celebrity has to be carefully built in, otherwise they seem gratuitous. There’s a delicate balance to execute, but when done right, it can be very effective.
4) Is a spot in the Super Bowl in itself a benchmark of success for a brand?
In this day and age, no. It’s only a piece of the marketing puzzle, albeit a big one. Brands need to think in terms of a 360-degree campaign to make the Super Bowl buy worthwhile. Post-Bowl touchpoints need to be in place and on strategy to take the spot investment as far as possible.
5) What makes a Super Bowl spot different from ads that run any other day of the year?
When you’re given this opportunity, it can make or break your career. There is an inherent allure to make something over the top and that often leads to an off-strategy spot. It’s at this time more than ever that you need to stick to the core of your brand and make a spot that really shows who you are because everyone is watching. Ultimately, all great spots start with a human insight. If you lose sight of that, you will lose your way.