About Troy Dreier:
Troy Dreier is the editor of OnlineVideo.net, as well as a senior associate editor for StreamingMedia.com. He kicks off our Super Bowl LIII advertising commentary by sharing his thoughts on how audiences will watch the Game and ways in which brands can gauge their attention.
For the first time, CBS will stream the Super Bowl on OTT platform CBS All Access. Given this, do you think viewership on linear TV will decrease?
It’s hard to say, but with cord-cutting picking up this year and CBS streaming the game without pay TV authentication requirements, we could see linear viewing dip. But I wouldn’t expect it to dip by much.
Super Bowl Sunday is a great opportunity for brands to engage on social media. What are some ways brands will use their social platforms to get the attention of one of the biggest audiences of the year?
They’ll break their big ads into all kinds of teasers to get people hyped. They’ve created shorter ads along with their main ad with the intent on streaming the shorter versions ahead of time as teasers. And they might even have created a super-long version that only goes to YouTube or Facebook. When the game is over, the promotion is still taking place. A lot of people stream the ads on Monday to see what they missed.
Have you noticed a change in campaign style, as brands shift to make video content shareable across platforms?
Yes, but there’s no one style that works for all platforms. What’s attention-getting and sharable on Instagram isn’t the same as what works on YouTube. Even within a platform there’s no one set of rules that always applies. There are guidelines, but the best creators know when to break them.
In the age of YouTube, Facebook and Instagram, why do you think marketers are still willing to throw down millions of dollars for a 30-second Super Bowl ad?
There’s still no substitute for live linear TV, and it would be foolish to pretend otherwise. It’s the medium campaigns turn to when they need to break something big. And the Super Bowl is the one event people watch for the commercials. Buying time on the game lets brands make a statement and lets creatives prove how good they can be.
Anything else you’d like to add that we might not have included?
Just that following a few years of politicized pro football, I’m curious to see what the ads look like. Will they play it safe with animals and celebrities? Or will brands make statements and show their values? I feel like more than the usual number of brands are willing to take a risk this time.