What a $5.2 million Super Bowl ad can buy in digital media
The Super Bowl is approaching, and as in years past, the cost for a single 30-second spot during the game is astronomical. This year, spots range from $5 million to $5.2 million, before production costs and agency fees. That price tag places a lot of pressure on one ad — although it’s worth noting that last year’s Super Bowl spots amassed millions of views on YouTube and Facebook after they aired during the game, according to iSpot.tv data.
32 years’ worth of mobile video ads
The average cost per thousand impressions for interactive mobile vertical video is $14, according to Jen Gavin, vp of brand and ad innovation at PadSquad. For $5.2 million, you can receive 357.1 million impressions. For the same amount of money, you could get 32 years — which amounts to 17.25 million minutes or 287,000 hours — of these ads.
33 social games
A game that lives on social media costs between $150,000 and $300,000, according to digital agency The1stMovement. With $5.2 million, you could create between 17 and 34 social games.
4 weeks of Snapchat lenses
Snapchat audience lenses cost a minimum of $175,000 a day, according to Elijah Harris, vp and group director of paid social at Society. For $5.2 million, you could buy around 29 Snapchat lenses, more than four weeks’ worth. For Snapchat Discover video ads, the average cost per thousand impressions is between $8 and $12, according to ad buyers. For $5.2 million, you could do 433 million to 650 million impressions.
Reach 2 million more people on Facebook
With a budget of $5.2 million on Facebook, you’d be able to reach 113 million people and generate 450 million impressions over a weeklong campaign, meaning every Facebook user reached would see the ad four times. This campaign would reach 2 million more people than the 111.3 million Nielsen found watched the Super Bowl in 2017.
2.6 billion Instagram impressions
Instagram video ads’ cost per thousand impressions ranges from $2 to $3, according to ad buyers. With a budget of $5.2 million, you could get around 2.6 million impressions. And at 2 cents per view, you could get 260 million video views.
2.6 million paid search clicks on Amazon
With the Super Bowl, there’s always the chance that a viewer will miss seeing your ad if they take a moment to dive into the chips and guacamole. At least with search ads, you know people are actively searching for your brand. The cost-per-click rate for search ads on Amazon is roughly $2, according to ad buyers, so with $5.2 million, you could get 2.6 million clicks.
1.85 billion display ad impressions
The average cost per thousand impressions of display ads is $2.80, according to email marketing company MonetizePros. A budget of $5.2 million can get you 1.8 billion display ad impressions.
8 posts from Selena Gomez
An influencer that has around 100,000 followers would usually charge around $3,000 a post on Instagram, according to Richard Wong, vp of marketing and creator relations at influencer agency #Paid. A budget of $5.2 million gets you 1,733 posts with an influencer of this stature, meaning you would have a potential reach of 173.3 million people, 62 million more than tuned into the Super Bowl last year. Influencers with larger followings, like Selena Gomez, who has 133 million followers on Instagram alone, charges $600,000 to post for a brand on the platform, according to Wong. Even at this rate, with $5.2 million, you would be able to purchase eight posts from Gomez with extra money to spare.
‘Boomer spring break’: Alaska Airlines is creating its own hype house for boomer influencers
With boomers being many of the first people vaccinated in the United States, the ability to get back to travel is more prevalent for that audience. So too was the pent up demand, according to Natalie Bowman, director of marketing for Alaska Airlines.
‘An early red flag’: Mobile ad industry grapples with early uncertainties from Apple’s tracking crackdown
It’s been a week since iOS users started receiving notifications that they could turn off cross-app tracking and unsurprisingly it’s difficult to draw any meaningful conclusions so far.
‘Culture is our number one export’: How an Atlanta-based marketing collective is pushing for tangible diversity gains
After a year of calls for radical change in the name of George Floyd, a collective of Atlanta advertising professionals is calling on the industry to put its money where its mouth is.
SponsoredHow The Company Store is reimagining customer experiences for pandemic-era growth
Throughout the pandemic, some retail categories have been inherently successful. Home furnishings and décor are among them; with consumers spending so much more time at home, updates and renovations flourished. Criteo data from the first half of 2020 showed sales for items like outdoor furniture sets up 434% year over year, with other home items […]
‘Inflection point’: Microsoft’s GM of Global Advertising Business on privacy, ad business growth
Digiday caught up with Steve Sirich, to hear how the company is pitching advertisers today and how work-from-home has impacted the company’s ad business.
Facebook is ‘not a researchers-friendly space’ say academics encountering roadblocks to analyzing its 2020 election ad data
As governments aim to regulate social media to assuage problems with misinformation and election meddling, researchers are skeptical of restrictions in new political ad data from Facebook.