Super Bowl advertisers will see a 20% rise in Web traffic to their sites for seven days following Sunday, while mobile video views will double on the day of the game, according to Adobe Systems data built on billions of visits to Web sites and content in the two prior years.
The advertising data, based on 33 million visits, reveals an increase in traffic prior to the Super Bowl. Adobe senior marketing manager Tamara Gaffney believes it to do with the increase in digital marketing campaigns inviting online conversations prior to the game.
Rather than think about online videos and 30 seconds of airtime at an estimated $3.8 million this year as separate campaigns, marketers need to view the two as complimentary, Gaffney said. “There’s also a lot of mobile video consumption during sporting events,” she said
The Adobe Digital Index team also analyzed Web traffic for companies that ran Super Bowl ads during 2011 and 2012 to estimate mobile video consumption. Based on 1.4 billion video starts during 10 large sporting events, the data reveals online videos from tablets and mobile phones reached 16% on a day with a major a sporting event, up 100% compared with a typical day in sports.
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