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Super Bowl is around the corner — a time when brands of all sizes are looking to make a splash. How can marketers turn heads by leveraging the big game without spending a ton of money?

Ryan Miller, Manager, Partnerships, IPG Medialab, UM’s Innovation Division

The supersaturated media frenzy that is the Super Bowl makes it difficult for any brand to stand out, but savvy — and cost-conscious — marketers can still capture consumers by dominating the ancillary content created in the wake of the Big Game.

Regardless of brand messaging, there’s a ton of opportunity for contextual alignment in ancillary content, ranging from game analysis to coverage of emergent “culture pops” like Left Shark. Activating in the places where these next-day conversations are happening lets brands leverage first-party data to target high-value audiences across channels relevant to their target demos.

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