On Super Bowl Sunday viewers will huddle around their TVs to experience what has become the advertising industry's biggest day. This year, however, advertisers are looking to get their money's worth by leveraging new digital technologies designed to "make the most of the short exposure their ads will get on the Feb. 1 game broadcast."The Wall Street Journal reports that several updated and new technologies will be on display. "Interactive TV ads, sophisticated search strategies, Web-only outtakes, mobile-phone applications and social-networking campaigns" will all have their 30 seconds in the sun. These new extensions and applications are advertiser's way of stretching their marketing dollars and using digital technologies to give their ads an audience before, during and (hopefully) long after the Super Bowl champ is crowned.
This year's philosophy can be summed up by Matt Ramella, manager of media and digital marketing for Anheuser-Busch InBev. "We're definitely trying to change our mind-set to use mass TV in a more efficient and effective way... Digital extensions pick up where mass media leaves off."
Personally, I'm pulling for the underdogs - successful digital extensions and the Arizona Cardinals!
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