Market Insights

The Super Bowl is quickly approaching, and it’s fair to say that the only thing bigger than the game itself is the marketing and advertising supporting the event. While the Super Bowl is broadcast to over 100 million households around the world, and 75,000 live fans in a single day, digital channels are allowing marketers to form long-lasting brand impressions beyond the initial broadcast, and to more fans than ever before. As advertising and marketing evolves beyond traditional commercial spots (although we’ll see plenty of those, too), how will marketers spend their sponsorship activation dollars this year?

Recent reports predict that in 2018, brand activation revenues are expected to reach $357 billion, so it comes as no surprise that customer activation spending is expected to reach $740 billion U.S. dollars by 2020. Brands are putting more effort than ever before into developing creative activation strategies. Although not every organization has the resources to launch expensive activations, it may surprise you to discover that some of the most successful campaigns were executed on a modest budget. The key to a winning activation is engaging and incentivizing consumers to action.  So, if you’ve yet to devise a brand activation strategy or looking for new inspiration, then you’ve come to the right place.