Verizon announces that it won’t be running ads in the Super Bowl this year. At the same time, the brand is leaning heavily into activations, and Latino advertising. Will consumers notice the shift?
https://www.portada-online.com/feature/ricardo-aspiazu-when-something-works-in-the-hispanic-market-there-is-a-high-probability-for-general-market-success/
I don't know that consumers will necessarily notice this shift, but it's interesting that a major advertiser considers the Hispanic market to be something of a bellwether. I'm not surprised that Verizon is pulling out of Super Bowl advertising. I feel like I've read a number of stories about big companies making the same decision.
I can't imagine anyone paying much attention to the lack of a Super Bowl commercial. But what's interesting is the focus on underserved audiences and convincing them to switch to Verizon. That's where having diverse employees can really pay dividends, they naturally understand the marketplace better, as the examples in the article demonstrate.
Pro
I think this is a smart move. Moving away from the Super Bowl will become the norm because the budget needed to get into the door is becoming bigger and bigger but I’d be willing to bet it has low ROÍ for most brands. Leaning into other aspects of marketing as Verizon is doing should have a better return on investment.
Nope, just us