Super Bowl Ad Experience The Transformation
In an era of increasing media fragmentation, you could describe the Super Bowl as the only annual media event where a substantial portion of the U.S. population gathers at the same time to watch the same thing: Over 100 million people tune in, and a good portion say the ads are the main reason they’re watching in the first place.
For these reasons, the Super Bowl is the granddaddy of all ad buys.
But in recent years, the tradition of millions of people simultaneously sharing the same commercial experience has become more complicated.
As I discuss in my new book, advertisers are leveraging new technologies to track our personal habits and target us with individualized advertising. In other words, they want to make sure the ads we see are aligned with our existing tastes and preferences. ...