Real-time data from Super Bowl auto industry commercials exposes insights that highlight opportunities for campaign optimization
NEW YORK – March 6, 2018 – Research by Barometric, MRC-Accredited provider of the industry’s most advanced cross-environment tracking and measurement solution, today revealed a collection of real-time insights about automotive companies that ran ads during this year’s Super Bowl LII. Using its innovative cross-environment device graph, Barometric integrated with Mobiquity Networks and DataPulse in order to track and compare dealership and website visitation patterns, for auto companies that aired Super Bowl ads, and those that did not.
Barometric measured nine different automotive brands, five aired ads during the Super Bowl and four did not. The measurement took place the week leading up to the game through the week after the game (January 28th to February 12th). Key insights resulting from the tracking include:
Monday (1/28) versus Monday (2/5)
- After analyzing data on the Monday before and the Monday directly after the Super Bowl, advertisers that ran a TV ad saw a significant bump (net total +41.81%) in immediate website traffic
- Two of the five automotive companies that ran commercials during the Super Bowl saw an overall increase in website traffic by as much as 22% and 25%, while those that did not air commercials had little to negative change to website traffic
- Two out of five of the ads tracked focused on a “social cause” message. Of those two ads, one company stood out with a 26.54% increase in website and dealership visits
- Interestingly, the automotive companies that did not air TV ads saw a greater increase in dealership visits vs. those that did air TV ads
Week before versus week after
- Comparing the week prior to the Super Bowl to the week after, the auto companies that aired TV ads saw a decrease in dealership visits (net total -15.75%)
- Whether they aired a commercial or not, almost every single auto manufacturer had more dealership visits and website traffic the week leading up to the Super Bowl than the week after
“Having the ability to measure this type of data is vital because it provides insights that help clients leverage the awareness they’ve created and track their converting customers, allowing advertisers to best capitalize on their ad spend,” said Anthony Iacovone, President and CEO of Barometric. “It’s critical to have a platform that delivers unified measurement and truly analyzes the effectiveness of their media, and Barometric empowers brands to view real-time insights right in the platform, allowing advertisers to shift strategy when and if needed.”
Whereas other services take months to turnaround recap reports with this type of data, Barometric delivers this raw data in real time with digestible insights available for download from its UI within days. “We give the agency or end-client the entire package of data, whether they want to see lift reports or specific data on a one-to-one scale,” continued Iacovone. “We can do both – we’ve responded to the market because we’ve found that’s what clients want and need.”
Barometric® is the most advanced cross-environment media tracking and measurement solution in market. Originally developed as an internal tool for AdTheorent’s data-driven digital ad network, Barometric currently processes 3-4 billion ad calls per day. Since 2011, Barometric’s technology has served, tracked, and organized petabytes of data for use by brands to understand cross environment activity and gain actionable insights. Barometric is now offered as an independent hosted service offering for use with all media allowing marketers to leverage Barometric’s transparent, multi-environment methodology to measure cross-channel engagement in real-time, allowing for ongoing optimization and campaign management. Barometric is the only solution capable of collecting mobile IDs across all environments — such as web, app, rich media, video and brand studies — and matching these multiple IDs to a single user, resulting in superior attribution.
About Mobiquity Networks (www.mobiquitynetworks.com)
Mobiquity Networks, a wholly owned subsidiary of Mobiquity Technologies, Inc. (MOBQ), is a next generation location data intelligence company. The company provides precise, unique, at-scale location-based data and insights on consumer’s real-world behavior and trends for use in marketing and research. With our combined exclusive data sets and first party location data via our advanced SDK; Mobiquity Networks provides one of the most accurate and scaled solution for mobile data collection and analysis.
For more information about Mobiquity Networks, please visit the website or contact firstname.lastname@example.org.
DataPulse features a proprietary system that collects domain name system (DNS) query data globally and in real time for the purposes of intelligence on web activity associated with any marketing initiative, and domain name/brand protection – featuring detection of high stealth malicious domains.
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