Merkle (www.merkleinc.com), an established marketing agency that specializes in technology, data- driven performance releases their Digital Bowl Report annually. The report evaluates Super Bowl advertisers' digital marketing efforts. In 2016, the TurboTax Superbowl Ad was position one. Avocados from Mexico took second place. Many factors such as SEO, email marketing, digital media, paid searches, and social media were put into consideration. The Digital Bowl report provides comprehensive quantitative comparisons on how businesses utilize these factors to support their Super Bowl investments. This year, TurboTax Superbowl Ad took the first position again. They came second in digital media, social media, and SEO. The organization's high SEO score came from their mobile optimized homepage, which increased their ranking considerably for "Super Bowl" and "Big Game" searches. Microdata also resulted in a 4.7-star rating for TurboTax's Federal Free Edition to feature in product search results. The concise and clear message of TurboTax scored high for social media. Their high rating for digital media campaign included numerous versions of advertisement videos on YouTube, Super Bowl-related searches capitulating companion banners, and tracking pixels that create the ideal retargeting lists.
Social media, digital media advertising, email marketing, paid search marketing, and SEO are some of the brand contents that were analyzed. They were evaluated on the rate of conversation; the content developed using social media outlets, and their engagement of users. The score of brands was in direct proportion to how lively and innovative with their responses to users the brands were and their real-time marketing campaigns. Other factors that constituted the SEO grading are landing page optimization, how easily landing pages were discovered, and mobile optimization. The ranking of Digital Media was done based on real-time advertisement purchases in the course of the game and brands use of teaser videos. The calculation of paid search score was undertaken by looking at relevant keyword targeting, relevant landing page experiences, email outreach, and ad copy. The research firm totaled the final score by considering how effectively the various brands used direct lines to email preexisting clients of marketing.
The company that used digital media in the best way to increase their Super Bowl investment was the winner of the Digital Bowl. The TV advertisement chance is a significant advantage as an awareness opportunity and an impressive marketing prospect. This year saw a significant change in the social media grading category, inclusive campaigns and advertisers with clearest messages won the social media category.