We are excited to announce the release of Merkle | RKG's 2nd Annual Digital Bowl Report
. This in-depth review of advertiser performance before, during, and after the Super Bowl highlights digital efforts made across channels including paid search, search engine optimization, display advertising, email and social media. Download the 2015 Digital Bowl Report.
While dozens of advertisers ponied up for prime time spots during the big game, only a handful truly maximized the reach of their content through digital optimization. Tallying up the scores for each advertiser's performance by channel, the battle for digital supremacy came down to Wix, a Super Bowl advertising rookie, and Bud Light, a regular on advertising's big stage.
Wix and Bud Light Take Top Spots
Wix brought a well rounded strategy to the table, taking home the Digital Bowl crown in paid search, SEO and social media. Its fake websites for NFL players' 'companies' were just as optimized as the Super Bowl-focused landing page hosted on its own domain, and Wix shelled out for paid ad units to secure as much real estate on the search engine results page (SERP) as possible. They also stayed focused throughout the game with real-time engagement and smart plays on other advertisers' content. Bud Light also showed solid paid search and SEO strategy, ending up as one of the top performers in both categories for their support of the #UpforWhatever campaign. Where Bud Light really excelled, however, was in its display advertising strategy, complete with multiple banner ads accompanying YouTube videos as well as premium ad inventory buys during the game. In the end, Wix took home the Digital Bowl title, marking the second straight year a newcomer to Super Bowl television advertising performed the best on the digital stage. For more insights into top performers across the digital channels studied, as well as a transparent overview of what factors went into grading advertisers for each channel, download the full report here