COLUMBIA, Md.–(BUSINESS WIRE)–Merkle (www.merkleinc.com),a leading technology-enabled, data-driven performance marketing agency,released its fourth annual DigitalBowl Report, evaluating Super Bowl advertisers’ digital marketingefforts. This year, T-Mobile and Avocados from Mexico took first andsecond place, respectively.
The DigitalBowl Report presents a quantitative look at how brands leveragedsocial media, SEO, paid search, digital media advertising, and emailmarketing to support their Super Bowl investments. T-Mobile took homethe 2017 Merkle Digital Bowl crown by its show of strength across allfocus areas, and particularly excelling in the areas of social media,display, and paid social advertising. On social media, T-Mobile wasactive across Facebook and Twitter throughout the night, engaging usersin two different languages. It was the only brand to requestuser-generated content during the game, and users responded withhomemade dance videos in real time. In digital media, T-Mobile had astrong presence on YouTube with both in-stream and discovery ads.Complementing its video creative were targeted banner ads, and it spreadmessaging across major social networks with sponsored posts featuringmajor celebrities. T-Mobile also fared well in paid search, tying forsecond with five other brands.
“Modern marketing is about delivering people-based experiences at scale.Super Bowl advertisers that fully leverage the value of their investmentby implementing a holistic digital approach and by delivering uniquemessages across platforms in real time are the real winners,” saidDalton Dorné, vice president, marketing for Merkle.
For 2017, social media brands were judged on the content they werecreating, how they were engaging with users, and their rate ofconversation. Brands scored more highly if they were agile and creativein their real-time marketing and responsiveness to users. In SEO, brandswere graded on campaign landing page optimization, discoverability,optimization, and whether they had kept mobile users in mind. The paidsearch evaluation examined relevant keyword targeting, ad copy, emailoutreach, and relevant landing page experiences, along with visibilityacross device types. Digital media advertising was evaluated based onwhether brands were leveraging teaser video content for retargeting andreal-time ad buys during the game. Digital media scores were also basedon the presence of appropriate display and social media retargetingpixels on web pages, as well as investment in paid social ad units.
Merkle is a leading data-driven, technology-enabled, global performancemarketing agency that specializes in the delivery of unique,personalized customer experiences across platforms and devices. For morethan 25 years, Fortune 1000 companies and leading nonprofitorganizations have partnered with Merkle to maximize the value of theircustomer portfolios. The agency’s heritage in data, technology, andanalytics forms the foundation for its unmatched skills in understandingconsumer insights that drive people-based marketing strategies. Whencombined with its strength in performance media, Merkle creates customerexperiences that drive improved marketing results and shareholder value.With more than 3,800 employees, Merkle is headquartered in Columbia,Maryland with 16 additional offices in the US and offices in Barcelona,London, Shanghai, and Nanjing. In 2016, the agency joined the DentsuAegis Network. For more information, contact Merkle at 1-877-9-Merkle orvisit www.merkleinc.com