Digital Media Buzz > Maximizing Super Bowl Advertising ROI in a Paid Vs. Earned Media Environment

Maximizing Super Bowl Advertising ROI in a Paid Vs. Earned Media Environment

By: blog.nielsen.com

Is the Super Bowl the ultimate marketing ecosystem of paid and earned media? 2010 will be a huge test, as the new reality of consumer expression and cross-platform integration create a powerful new dynamic hovering over the largest single-spot ad spend on record.

What marketers urgently need to understand is not only total ROI on that mega-media buy, but the full return on all the other activities triggered or reinforced by this paid media stimulus. How does paid media drive earned media? And to what degree does earned media halo future paid media efforts? These are critical questions that Marketers need answers to – along with a metric or common yardstick that quantifies the blending of the two……[read entire story]