‘We’re not talking about the Olympics’: Why Super Bowl ads are selling off
Posted On July 18, 2021
From the moment the Super Bowl was first played in 1938, advertising has been a central part of the U.S. sports industry.
With the opening of the new Super Bowl Stadium in Pasadena in January 2020, advertisers have found a way to tap into the audience that’s already a big part of U.N. sports.
The ad agency The Public Relations Agency (PRA) has been working with sports marketing firms to develop more direct mail campaigns.
“It is an incredibly important part of advertising in the United States,” says Marc Nolte, PRA’s vice president of global brand communications.
“People don’t want to be left out of the conversation.”
And while direct mail is a new category for the agency, the agency has already seen an impact.
It’s already helped it turn around the ad business for the first time since it started.
And it has provided an important opportunity for the public relations firm to expand its reach across a variety of sports.
One of the biggest issues in sports marketing is a shortage of direct mail.
According to the Public Relations Association, the number of Americans who receive ads online has been dropping in recent years.
The agency has noticed that, while direct-mail campaigns have been doing well, they’re not seeing as much success in the sports-focused online space.
“The direct-marketing industry has been suffering,” says John Rolfe, president and CEO of the PRA.
“And we were really looking to the media and to the advertising business for help.”
In addition to helping direct-message campaigns in the U, the PRI also has a long history of working with companies that specialize in sports, such as Major League Baseball and the NBA.
That helps explain the success of a Super Bowl ad featuring former President Barack Obama.
The former president is featured in a commercial that was created with the PRR.
The PRRI has been instrumental in helping direct marketers understand the business, Rolfes says.
“They’ve been able to see how we’re doing the business.”
For its part, the NBA and the NFL have also embraced direct-messaging as a way of expanding their reach, and have seen some success with their campaigns.
In recent years, the leagues have been trying to increase their visibility in the online space, but they’ve struggled to compete with the massive, digital-only advertising campaigns of companies like Facebook, Instagram and Google.
In 2017, the NFL announced a partnership with digital marketing firm Red Bull that will allow the league to advertise directly to its fans in the future.
In 2018, the league also announced that it was launching a digital-ad partnership with a U.K. agency, MediaNets, that will use the brand of Red Bull to promote its new football game.
The partnership will see the league using the Red Bull brand in a variety to promote the game in the coming months.
“We’re looking at digital, direct-response, and social,” RolfE says.
The goal for the NFL is to grow the game’s digital reach by more than $100 million in 2020.
And the league is also expanding its reach to other media, as the league’s digital team continues to grow.
As a result, the direct-contact market has expanded significantly over the past few years.
According, the industry spent $8.5 billion on direct-communication and direct-media advertising in 2017, and the total amount of spending has grown by 25% since 2010.
That’s a significant increase over the previous decade, which saw the total spend on direct marketing grow only 8%.
“That is a massive increase,” RalfE says of the market.
“When you think about the overall economy, it is the economy of the future.”
That’s an important factor when it comes to the potential for the direct marketing market to continue growing.
“If you’re talking about $100 billion in direct marketing and $200 million in direct-reach advertising, it’s a massive growth opportunity,” Rufe says.
And that growth has already started to pay off.
In 2020, direct marketing revenue increased by 10% in the direct market, and direct communications are projected to grow at double-digit growth rates through the year 2025.
According the PRAA, the increase in direct advertising revenue has helped the agency turn around its direct-mediation strategy.
“As we look at the future of the direct industry, we’re seeing a huge opportunity for direct advertising in both sports and media,” says Noltes.
“That’s really exciting.”
Direct marketing, in fact, is already a part of some of the most successful sports marketing campaigns around.
The sports world has a rich history of using direct mail to reach fans.
The U.L.S.-Netherlands World Cup Final, for example, was conducted with direct mail from Nike.
“Nike has really been a leader in the global market for direct mail,” says Richard Wiese, a senior vice