Facebook Live will become ‘as big as TV’ for advertising

Web development platform Wix reckons Facebook Live could become as popular a medium as TV for advertising around sports events like the Super Bowl.

Wix is investing more heavily in live formats to show off its advertising around the Super Bowl as it believes the medium will become “as big as television”.

The cloud-based web development platform has returned for the third time to advertise during the Super Bowl, which attracts 120 million viewers and is classed as America’s biggest annual televised sports event.

Earlier this week the brand launched a teaser for its Super Bowl ad for the first time via YouTube Live and Facebook Live, showing actors Jason Statham and Gal Gadot in a dramatic fight scene.

The full campaign features a series of short films, including the 30-second commercial for the Super Bowl, which has been shot by director Louis Leterrier of The Incredible Hulk and Clash of the Titans.

Additional spots will be released on the day of the Super Bowl, and will be accompanied by a global digital marketing campaign, with opportunities for viewers to engage with the content and win prizes.

READ MORE: Intel, Snickers and Skittles gear up for the Super Bowl

The brand decided to launch the ad through YouTube Live and Facebook Live after previous activity showed high levels of engagement.

“We saw that those two platforms are now very mature and are perfect for us to use our strengths as a brand to talk with our audiences directly,” the brand’s chief marketing officer Omer Shai tells Marketing Week.

Growth for live platforms

Shai has high hopes for live platforms, and believes they can become as important as TV for advertisers.

“As an internet company, I’d hope so. It’s definitely going to take some time to get to 120 million people [who now watch the Super Bowl on TV], but a growing number of people are watching it through digital live mediums,” he says.

However, Shai insists its Facebook and YouTube Live activity is just “a single ingredient” of its campaign mix, as it looks to reach as many people as possible on different platforms.

“There are consumers who are watching the game online, so they can enjoy our stories there. And then you have those watching the game on TV, so then it’s more important to engage them during the 30 seconds we have. It all depends on the user,” he explains.

Wix says the three years in which it has been running ads during the Super Bowl have proved to be a “steep learning curve”. It has also changed tactics multiple times to ensure it keeps surprising consumers. Its first ad featured NFL stars while the second campaign included a tie-up with Dreamworks’ Kung Fu Panda and its latest work shows Hollywood actors in a blockbuster-style ad.

He concludes: “We are changing, measuring and adapting to the results we’ve seen to our previous campaigns. It has been a steep learning curve. The ad measurements are getting better and we are adapting our activity accordingly.”

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Comments
  • Anna Jaros 24 Jan 2017 at 1:21 am

    Facebook Live has the power to influence over a billion people. With that many users, ranging from all ages and corners of the world, Facebook Live has the potential to become huge for advertising. Investing in live platforms can attract millions of viewers and is a smart move by Wix. The Internet is constantly growing every second and only points toward the future. Facebook live allows users to tune in and interact directly with the advertisement. This reaches audiences in staggering numbers. Being the greatest social media platform in the world, Facebook can be an imperative platform for advertisers. I think that social media has out run TV viewing especially when it comes to millennials. There is also more time on Facebook Live for people to tune in and engage, rather than just the 30 seconds an advertisement has on television. Technology is ever changing and progressing. It’s critical for companies to keep up with it and use all the media outlets they can to reach as big of an audience as they can.

  • Macy Graver 24 Jan 2017 at 6:31 am

    With social media being as popular as it is in the present day, using it as an asset to display advertisements is genius. Sure billboards and commercials reach a substantial amount of people, but sites such as Facebook, Instagram and Twitter grasp the majority. With Wix relying on Facebook and YouTube to publish their advertisements, they are catching the glance of millions of individuals watching from their phones or laptops. Getting the focus of an individual through a screen is how Wix directly talks with their audience. Since the ads they are currently showing are hints at what is to come for the Super Bowl, they are leaving their viewers anxious to find out what happens in the next thirty second clip. This is a brilliant way to get potential customers hooked to discover what Wix is trying to sell and ways it could benefit them. All of these short clips are leading up to the big game where viewers will be watching on their phones, online and on their televisions. The ages of the viewers on each technological platform vary greatly, therefore reaching groups Wix may not have been able to if it were not for Facebook and YouTube. Things are most certainly looking up for this company in the ways which they are able to adapt to their audience.

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