Super Bowl LIX showcased a clear winner on the field, yet many brand advertisements struggled to make a significant impact. Dara Treseder, CMO of Autodesk, discussed the need for businesses to align ad spending with specific objectives rather than jumping into high-cost advertising without a strategic plan. Many brands chose a conservative approach, potentially missing memorable, 'never-been-done-before' advertising moments. The game's dynamics also affected ad viewer engagement, with audiences getting distracted during less competitive stretches, diminishing the ads' effectiveness and reach.
Many brands adopted a "safe" approach in ads for Super Bowl LIX, failing to aim for impactful, never-been-done-before moments that could resonate with audiences.
Autodesk CMO Dara Treseder emphasized the importance of understanding business objectives before budgeting for Super Bowl ads, suggesting many brands miscalculated this year.
A less competitive game meant audiences were less focused, which negatively impacted the effectiveness of the ads being shown during Super Bowl LIX.
The strategic decision not to spend on a Super Bowl ad aligned with Autodesk's goals, allowing them to effectively spotlight their customers instead.
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