Last year when I looked at Super Bowl commercials through a mobile-colored lens, there hadn’t been much written about the multi-screen experience. In the past year, with the continued explosion of smart phones and tablets, much has changed. I know in my home alone there is always a second screen in use, while the big screen has a football game blaring. The chart below clearly illustrates a user’s behavior with tablets while they’re simultaneously viewing prime-time television.
I imagine these patterns will remain the same this Sunday when everyone sits down to watch the Giants battle the Patriots. So the real question is, will advertisers take advantage of the second screen, or even the third screen, this Sunday? I am especially curious about those brands buying Super Bowl commercials and spending millions of dollars on 30 or 60 second spots. The amount of money it costs to buy your search terms on mobile and tablets is literally pennies compared to television commercial time. However, the cost of buying a television commercial without also investing in a corresponding search ad is extremely costly. Not to mention it leaves your defensive line on the bench, giving your competitors a wide open field to score on your traffic.
Last year I concluded that Chevy was the big winner on Super Bowl Sunday. Granted, it’s been a whole year, so it will be interesting to see who emerges as the winners and losers this time around. One thing is certain, the outcome will be based on which brands made an investment in mobile search.
*Mike wanted to personally thank Siri for helping him dictate this blog post while he sat in 405 freeway traffic.