{"id":17047,"date":"2014-01-30T09:34:45","date_gmt":"2014-01-30T14:34:45","guid":{"rendered":"https:\/\/www.portada-online.com\/?p=17047"},"modified":"2014-02-13T09:04:39","modified_gmt":"2014-02-13T14:04:39","slug":"will-this-be-the-super-bowl-of-mobile-3-reasons-why-it-will-be-and-1-why-it-wont","status":"publish","type":"post","link":"https:\/\/www.portada-online.com\/mobile\/mobile-marketing-ush\/will-this-be-the-super-bowl-of-mobile-3-reasons-why-it-will-be-and-1-why-it-wont\/","title":{"rendered":"Will this be the Super Bowl of Mobile? 3 Reasons why it will be and 1 why it won’t"},"content":{"rendered":"

What:<\/strong> Sunday’s Super Bowl is the most important annual event for Sports Marketers.
\nWhy it matters:<\/strong> As Cisneros’ Interactive Diama Gabriel points out, “when it comes to sports, (Hispanic) users are more mobile and social, very few watch the games next to a laptop but all of them have their mobile connected device at their side.” The will marketers really start taking advantage of this? \u00a0The answer below.<\/p>\n

NOTE: Portada’s 2014 Soccer Marketing Guide has just been published. DOWNLOAD<\/a> 28-pages filled with marketing intelligence PLUS get a \u00a0$10 voucher redeemable at SOCCER.COM! <\/span><\/p>\n

3 Reasons why Sunday’s will be the Super Bowl of Mobile Advertising…<\/h2>\n

1. The first truly Hispanic Super Bowl<\/h2>\n

\"Superbowl\"Sunday’s game between the Denver Broncos and the Seattle Seahawks will be the first truly Hispanic Super Bowl as Fox Deportes will be broadcasting the game in Spanish<\/a>\u00a0for the first time. This also has interesting implications for Hispanic mobile advertising. “This year for the first time\u00a0FOX will offer a free English and Spanish “preview” on its iPad Sports Go app, leveraging the power of mobile advertising. FOX is selling the mobile ads separately from TV, so streamers will see unique ads presented only on mobile devices,”\u00a0says\u00a0Sephi Shapira,\u00a0CEO<\/strong> of mobile performance advertising firm\u00a0MassiveImpact.<\/strong>\u00a0Shapira adds that “it is not coincidence that FOX is offering the mobile streaming in only two languages English and Spanish. This is in line with targeting advertisers seeking to reach the Hispanic population,many of which prefer Spanish as the language of choice.”<\/p>\n

2. The second screen as a source for important parallel conversations<\/h2>\n

Last year\u2019s Super Bowl introduced the concept of the\u00a0second screen to football fans and many, many fans utilized their smart phone or tablet to chat with friends, follow the game\u2019s stats, or check out video highlights.\u00a0 There is no reason to think the second screen won\u2019t be important again to an even larger number of fans. \u00a0It\u2019s the perfect time for innovation in how the second screen is used to engage consumers.”I think that marketers and advertisers are much more mobile aware than in previous years. They know that\u00a0mobile devices are much more than a second screen and they become a source of an important conversation that happens in parallel\u00a0to the Big Game whether it is the Super Bowl, Winter Olympics and most certainly the World Cup this summer. The game lasts for two or three hours but the users stays engaged through their mobile for much longer. It’s up to brands to be part of that conversation with their consumer,” says Adsmovil’s Andres Arias<\/strong>. (Andr\u00e9s Arias is the new VP Operations and Product at Adsmovil where he is replacing Jorge Rincon who recently accepted the position of Head of Entertainment and Solutions Performance at Millicom International Cellular<\/em>).
\nYouTube will have an even bigger impact when it comes to live commentary: “2014 will be the first year where\u00a0YouTube will enable a wide range of channels to stream live while viewing the Super Bowl.\u00a0This technology opens up a never before seen live commentary by favorite channels (see example here<\/a>). Users will ,in fact, be watching two screens – one showing the game and the other showing live coverage,” says\u00a0MassiveImpact’s Shapira notes.
\n<\/strong><\/p>\n

 <\/p>\n

3.Mobile Specific High Impact Ad Units<\/h2>\n

\"MobileOne thing we are likely to see more of in the upcoming Super Bowl are mobile specific high-impact ad units. Diama Gabriel, Sr. Marketing Manager of Cisneros Interactive<\/strong>, says that we are seeing “an\u00a0explosion of brands looking for high impact ad units. I would really like to see more engaging advertising that takes advantage of mobile specific formats.\u00a0Brands and agencies should build their\u00a0ad campaigns in mobile around rich media\u00a0that allows for an amazing mix of assets in one package from image galleries, videos, geo-location and interactive ads calling for users to physically engage with the ad unit through swiping and dragging. ”
\n(Gabriel tells Portada that for the 2014 Soccer World Cup, Cisneros Interactive is introducing a cross-platform\u00a0social app called WallCup that was developed internally along with Cisneros Interactive.\u00a0This social platform allows users to \u201cfollow\u201d matches, predict results and share their picks (quiniela) with their friends.”)<\/p>\n

… and one reason why Sunday’s will not be the Super Bowl of Mobile yet<\/h2>\n

1. Location-based Advertising is not there yet<\/h2>\n

Perhaps the most attractive feature of mobile media is its abbility to track a user’s location and direct advertising messages to them. Will this be a major factor in the upcoming Super Bowl? Unlikely. “Regretfully\u00a0<\/strong>location-based advertising is still in its infancy, in fact the whole glamour of the event for advertisers is the huge national reach and mass consumer viewing\u00a0which is just as keen to see the ads as the game itself,” notes Massive Impact’s Shapira. The Super Bowl is definitely mass media event, but it will not yet be used to direct geotargeted ad messages.<\/p>\n

NOTE: Portada’s 2014 Soccer Marketing Guide has just been published. DOWNLOAD<\/a> 28-pages filled with marketing intelligence PLUS get a \u00a0$10 voucher reedemable at SOCCER.COM!<\/span><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Sunday’s Superbowl is the most important annual event for Sports Marketers. \u00a0When it comes to sports, (Hispanic) users are more mobile and social, very few watch the games next to a laptop but all of them have their mobile connected device at their side. But will marketers really start taking advantage of this? \u00a0Real all the answers<\/a>. <\/p>\n","protected":false},"author":2,"featured_media":17054,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[174,132,124],"tags":[],"yoast_head":"\nWill this be the Super Bowl of Mobile? 3 Reasons why it will be and 1 why it won't<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.portada-online.com\/mobile\/mobile-marketing-ush\/will-this-be-the-super-bowl-of-mobile-3-reasons-why-it-will-be-and-1-why-it-wont\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Will this be the Super Bowl of Mobile? 3 Reasons why it will be and 1 why it won't\" \/>\n<meta property=\"og:description\" content=\"Sunday's Superbowl is the most important annual event for Sports Marketers. \u00a0When it comes to sports, (Hispanic) users are more mobile and social, very few watch the games next to a laptop but all of them have their mobile connected device at their side. 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