Advertising Technology Advertising Technology | February 6, 2017

John Goulding talks to Campaign about a programmatic approach to Super Bowl


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John Goulding, Global Product Director at Media iQ speaks to Campaign about how advertisers can adopt a programmatic approach to Super Bowl


John Goulding
John Goulding, Global Product Director

The world’s biggest annual sporting spectacle is back with a bang. Super Bowl. It’s safe to say that many of us in adland won’t be watching to see what city the Vince Lombardi Trophy calls home for the next year. We will be watching to see which brand is able to gain the most traction and make the biggest splash.

Of the huge budgets associated with the Super Bowl (CBS charged $5m for an advert in 2016 – and the average cost for 30 seconds of air time is $2.8m) much of the investment will still be in traditional channels.

However, we are seeing an increasing portion being spent across digital channels and, specifically, programmatic buying. And as programmatic techniques and philosophies become mainstream, there are opportunities for advertisers to approach big sporting events such as the Super Bowl without multi-million budgets and still be able to achieve high impact results.


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