Insights from the Top Super Bowl Ad Spots in 2023

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by Anna Munhin Feb 20, 2023 News
Insights from the Top Super Bowl Ad Spots in 2023

The Super Bowl is one of the top marketing dates in the US. A Super Bowl ad spot is the place to be when it comes to the first quarter of next year.

Even if the price tag is not suitable for a company, marketers can use the lessons learned from the top Super Bowl ad spots across their campaigns around the year.

Almost 1 in 5 members of the audience was excited about the commercials during the Super Bowl. The event is more than just an opportunity to impress a large group of people. The marketers are praised and the best Super Bowl ads are talked about a lot.

The cars advertised on the Super Bowl saw a 50% increase in online traffic.

What are the lessons from the best ads from the Super Bowl? How can marketers use their MarTech stack to do the same things? Read on to find out what's going on.

Insight 1: Influencer marketing is serious business, but choose your influencer wisely (Dunkin’ Donuts)

One of the best ways to reach an audience that is almost ready to convert is with the help of an influential person. An influential person onLinkedIn will have followers interested in the same things. When a brand talks to aninfluencer about their products, they reach people who are already interested in learning more.

It is difficult to find partners with the right expertise, influence, and reach when you are trying to promote a product.

The 2023 Super Bowl ad was a masterpiece. B2B marketers can learn a lot from this latest ad. They can use popular platforms like Mavrck, HyperAuditor, etc., to cultivate aninfluencer network and use the best ones for high- value campaigns in the future.

This year's Super Bowl ads show the importance of influencer marketing.

Insight 2: Value-driven marketing really works, but remember to do it with subtlety (Amazon)

B2B marketers have worked with account managers and customer success teams to make sure they get the message right.

What are your customers uses? What are the problems that need to be solved? The value that customers stand to gain from your product, instead of the product itself, is demonstrated in ad and marketing content.

Amazon showed a one and a half minute film about a pet dog who was left at home while its family members went about their daily lives. The dog was lonely, frustrated, and angry at being left alone in a large and empty house. The family is shown to be looking at Amazon for an indoor kennel when the dog bites through the furniture.

There is an Amazon box with the kennel in it. Instead of keeping the family's belongings safe, the kennel has another puppy in it to keep the dog company.

The website and the shipping box are shown only once in the film. The outcome is seeing a beloved pet and your family happy. If B2B marketers want to make a genuine impact and not just compete against others, they need to put customer-centeredity and the value proposition front and center.

The shift to the customer success mindset is called byGartner.

Insight 3: Make use of humor, and do not be afraid to go BIG (Workday)

A lot of B2C brands use humor as a marketing tool. Workday's one-minute ad spot at the Super Bowl was tongue in cheek. Easy-to-recognize names were hired for the job.

The ad showed regular business users using software as a service to complete tasks at a rapid rate. They called each other a star because of the job they did. An actual rockstar is performing at a concert on stage and talking about how everyone is a rockstar today.

A white-collar executive is transported to the stage of a band, and they explain that Workday makes HR and finance easy, but that doesn't make sense

The tongue-in- cheek humor in this ad is very effective. It shows Workday's self-awareness, as well as subtly suggesting that the product's ease of use does not need anyone to be a rock star. It is the juxtaposition of the two contrasting worlds that makes this ad so powerful.

Insight 4: Know your audience and speak to them directly (General Motors)

If the Super Bowl has a large audience, it can be tempting to spread your message so you make an impression. The impact will be fleeting because it doesn't use unique cases to reach an audience.

B2B marketers should use customer intelligence and data analytic tools to better understand their audience. It's possible to position ads on the right platform, at the right time, with the right partners, and so much more using this data.

The goal is to make a long-term impact on a small group of people.

General Motor's Super Bowl ad was a partnership with netflix The company wanted to communicate the benefits of its EV line-up. Most EV buyers are between the ages of 18 and 34 years old, and 75% of the US subscriber base is between 18 and 34 years old. The decision to place its EV products inNetflix content is a decision that both works for the company and its target buyer.

Will Ferrel appeared in multiple shows with an electric car in the company's Super Bowl ad. It made sense in other settings, even though it was incongruous in some places.

General GM stock increased by almost 5% after the announcement.

The top insights for B2B marketers came from the Super Bowl ads. As MarTech continues to evolve, companies may shift their focus to their marketing technology stack, however, campaigns like these show the continued importance of a winning idea, powered by data and great tech.