Ever wonder where babies come from? Kia’s Super Bowl ad tackles exactly that topic in a clever (and high-tech) version of the story. Dissected as much as the actual football game, Super Bowl ads are a bellwether of U.S. pop culture and also a leading indicator of marketing trends. So what did many of these brand innovators have in common this year? Many worked with Thismoment to create a dynamic brand experience online.
Thismoment’s customers are averaging more than six minutes of time on site, which is a very impressive statistic compared to typical thirty second TV commercials. As the audience has dramatically adopted second screens along with live TV, the value of standalone live TV commercials has eroded, and marketers are scrambling to find a way to engage their audiences. Enter Thismoment, which uses a cloud-based software platform to help marketers for the major brands reach the audience on any social platform on any device. A recent example of a customer who went live with a Distributed Engagement Channel (DEC) from Thismoment is with Target. Looking to take their major ad campaign beyond TV and billboards, Target engaged Thismoment to deliver a live runway event with high-end models celebrating everyday products based on actual customer Tweets.
Another example is the Super Bowl, which is being called the “Social Bowl” in some quarters. Clearly a trend, the Super Bowl audience will be increasingly online. Thismoment estimates that three quarters of the Super Bowl audience were on a second screen device, whether it is a mobile device, tablet or computer. Major advertisers such as Kia, Bud Light, Hyundai, Taco Bell, Adobe, and Procter and Gamble chose to use Thismoment DEC in order to extend their ad campaigns on Super Bowl Sunday to engage the audience online. Once ignored by TV advertisers, the online crowdsourcing for engagement model is now being embraced. The commercials are being watched and discussed online before, during and after the actual event. The importance of tools such as YouTube and Twitter, therefore, cannot be underestimated for future branding strategies.
Thismoment is being rewarded for its technology that enables enterprises to build dynamic brand experiences online. Our monthly recurring revenue grew by 700% last year, and customers are coming back for longer-term deals and multiple campaigns.
- John Bara
SVP & CMO, Thismoment
