Smith has since increased Tecovas’ TV ad spend, culminating in a streaming spot on the biggest stage.
Knowing the power of TV means the expectations for a Big Game ad come with a lot of pressure, not just on the day, but in the months that follow.
Mike Zeman, CMO of Life360, a family location safety app, has two tiers for measuring the success of the company’s debut Big Game ad. First, he hopes for awareness—not just of the spot itself, but also of Life360’s campaign over the next several weeks.
“We have about 100 million users, but people still don’t know us well,” Zeman shared. “So, what we’re trying to do with the Super Bowl is close the gap on that sort of non-user, non-aware problem, right?”
The second tier for measuring the success of the ad is what Zeman calls “intrigue metrics,” defining them as search, app downloads, and website engagement. The brand will use MMM to check for an observable effect on revenue, but at the end of the day, awareness is key.
