The rising costs of in-game advertising during major events, particularly the Super Bowl, are making it increasingly challenging for brands to achieve a good return on investment. Brands often find better value in advertising around the event rather than during it. Although in-game ads can drive significant effectiveness, the ROI is generally not sufficient to justify the high expenditure. Advertisements before or after the event can provide more efficiency at a lower cost, allowing brands to leverage the event's buzz without incurring exorbitant prices.
The harsh truth is that while in-game Super Bowl ads create a lot of buzz in the marketing community, many brands could get just as much or even more of the benefits without the high cost and typically lower ROI of an actual in-game TV ad.
Our analysis shows that while TV ads in big games are more effective than everyday ads for the same brand, the return is rarely high enough to match the additional cost.
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