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As cord-cutting and streaming wars continue, the Super Bowl remains one of the last bastions of live events with large audiences. This Sunday during his big game on CBS, he will cost advertisers $7 million to get him in front of viewers in one 30-second ad.
This year’s price reflects last year’s $7 million, which was the most expensive in-game ad in Super Bowl history. Brands like Oreo, Budweiser, Hellmann’s and DoorDash are already working on this initiative, releasing teasers of their ads online ahead of the Super Bowl. Companies like Danone are choosing to advertise around the Super Bowl with a slew of digital ad spots.
That said, here’s Digiday’s annual study of what $7 million can buy for buyers elsewhere. (See previous tallies here, here, and here.)
4.4 million clicks on Walmart Connect
As Google continues to phase out third parties, advertisers are starting to reconsider retail data to target shoppers. Retail media has become increasingly popular in recent years, with retailers such as Amazon Advertising, Walmart Connect, and Roundel, Target’s retail media business, on the leaderboard. Kroger’s search ads will earn advertisers $1.70 per click, according to recent estimates from media executives. On the other hand, Walmart’s cost per click is $1.60. Based on these numbers, an advertiser could collect 4.4 million clicks at Walmart and 4.1 million clicks at Kroger for his $7 million.
2.8 million clicks on TikTok in-feed ads
For the past two years, TikTok has been trying to steal ad dollars from competitors and convince advertisers that its vertical screens are prime Super Bowl real estate. (Here’s an inside look at TikTok’s pursuit of Super Bowl ad dollars.) Whether you work with influencers or use in-feed ads, there are several ways to allocate your ad dollars on TikTok. A single-post ad using a famous TikToker like Miqueila Nogueira, who has more than 15 million followers on TikTok, can cost at least $20,000 to $30,000, according to Media Buyer. For $7 million, an advertiser can get around 233-350 posts using an influencer of that size. Meanwhile, the cost-per-click for in-feed TikTok ads ranges from $1.80 to $2.46 per media buyer. That means advertisers can afford 2.8 million clicks on TikTok’s in-feed ads for 7 million and 3.9 million, respectively.
140 million impressions in streaming ads
As of last month, Amazon Prime was the latest streamer to add a layer of ads to its service, joining previously commercial-free streamers such as Netflix, Disney+, and Max. Advertisers are putting more money into the streaming space as the ad-supported streaming wars are expected to begin this year. Currently, according to the media executive, his CPM in the CTV and streaming space ranges from $35 to $50. At this rate, the advertiser will be able to see 140 million impressions from 200 million, respectively, at a price of 7 million dollars.
5.6 million clicks on Bumble
Gen Z may be more wary of dating apps than other generations, but nearly 3 in 10 U.S. adults To tell According to Pew Research, they have used dating apps and sites. It’s an attractive channel for advertisers. Media executives recently estimated that the cost-per-click for display ads on dating app Bumble ranges from $0.75 to $1.25. These numbers equate to 9.3 million Bumble clicks on the low end and 5.6 million Bumble clicks on the high end.
10 million clicks on Candy Crush
At the moment, gaming advertising is said to be in its infancy. Even after exploding during the coronavirus pandemic, advertisers still view it as an experimental channel and are somewhat skeptical about spending there. This means that advertising spending on games lags behind traditional media. (Read more about what brands need to increase gaming spend this year.) For advertisers looking to get in on the ground floor, Candy Crush’s CPC for display ads is at his 0.70 It’s a dollar. Per media buyer. Crunching the numbers, he spent $7 million and received 10 million clicks on Candy Crush ads.
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