Friday, February 1, 2013

A Digital Feast With Super Bowl Spend


Super Bowl ads are expensive, sometimes run as much as $4 million for 30 seconds of media time before any production costs, agency fees or celebrity endorsements. But these highly impactful spots still deliver more than 100 million viewers at a single time — and instantly become part of the American culture and water cooler banter. Just for fun, Digiday recently published an article highlighting all the things a digital rainmaker could do with that level of marketing spend online. Here's what they reported:

A portal roadblock every day for at least a week
AOL, Yahoo and other major publishers sell day-long homepage takeovers for around $500,000. That means $4 million could ensure a brand's ads are plastered all over a major homepage non-stop for at least a week.

More than 100 million video impressions on Hulu
Hulu sells its video ad inventory at about a $30 cost per thousand.

200 pieces of BuzzFeed-sponsored content
Agencies say BuzzFeed typically charges about $100,000 for four or five pieces of branded content. Based on that figure, $4 million would buy a lot of branded content.

An eight-day YouTube homepage ad
Instead of a Super Bowl ad you could buy out YouTube’s homepage ad units for at least 10 days, based on a price tag of up to $500,000 per day.

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