Last year, more than 111 million viewers tuned in to the Super Bowl, and the majority viewed a smartphone just as readily as a television during the game. While the standalone TV ad still has its place, smart marketers who want to take full advantage of the Super Bowl audience are integrating TV ad campaigns with mobile.
When implementing this strategy, it’s important marketers determine a long-term return on ad spend (ROAS) model for reaching and acquiring new consumers. While volume used to be the key metric advertisers looked to in the past, it’s no longer enough. Now, marketers need to ensure they’re driving high-value customers–this means mobile users who will continue to engage with a brand’s channels (e.g. web, app, etc.) over an extended period of time.
MZ’s Mobile Strike ad was one of Super Bowl 50’s breakout spots, and provides a great example of a company that has maximized both traditional and mobile ads. This year, Arnold Schwarzenegger—blockbuster Hollywood actor and former California governor—returned for MZ’s Mobile Strike ad.
As one of the biggest user acquisition (UA) buyers in the world, MZ has perfected performance marketing. In addition to buying TV ads for the Super Bowl, MZ optimizes ads so they can attain high-value customers and increase revenue. This enables them to not only attract the highest value users, but also achieve a high ROAS. The company averages $550 per paying user for its Game of War title. This is in stark contrast to the industry average of $85-$90, as reported by VentureBeat. That’s a 550 percent difference in performance. And it’s something MZ CEO Gabe Leydon takes very seriously.
Vungle works with a number of advertisers who operate on this very performance-driven, growth and ROAS model. They know that if they want to reach a level where they can afford to run a Super Bowl brand awareness ad, they need to get their performance marketing game right first.
If you want more insights into how to develop effective performance marketing strategies, feel free to drop us a line. And if you want to learn more on how to create better ad experiences, check out our ebook, How to deliver an excellent ad experience, for practical advice and in-depth look at how and why consumers engage with ads.