Welcome back to another episode of The Sleeping Barber Podcast!
Super Bowl 59 may be over, but the ads are still making waves! Today, we’re joined by Vanessa Chin, SVP at System1, to break down the intricacies of Super Bowl advertising.
We analyze four standout ads and explore how they scored across Star, Spike, and Fluency, diving into key topics like:
- The effectiveness of creative quality
- The power of emotional responses in advertising
- The role of pre-testing in shaping winning ad strategies
Tune in for an insightful discussion on what makes a Super Bowl ad truly resonate!
One last thought. We would also encourage you to head over to watch this episode on YouTube. This way you can watch the System 1 tech in action!
https://youtu.be/9QU1ZUDXWtQ
Our Guest:
Vanessa Chin - SVP of Marketing at System 1
https://www.linkedin.com/in/vanessamackeychin/
System 1 - Creative Effectiveness Platform measures emotion to predict the business impact of ads
https://system1group.com/
Follow Our Updates:
https://www.linkedin.com/company/sleeping-barber/
Get in touch with our hosts:
Marc Binkley: https://www.linkedin.com/in/marcbinkley/
Vassilis Douros: https://www.linkedin.com/in/vassilisdouros/
Timestamps:
00:00 - Introduction
03:01 - Understanding System One's Creative Effectiveness Metrics
05:43 - The Importance of Creative Quality in Advertising
08:54 - Comparing Super Bowl Ads to Regular Ads
11:43 - The Role of Pre-Testing in Advertising
14:47 - Navigating Internal Conversations with Pre-Testing Data
17:43 - Case Study: Reese's Don't Eat Lava Ad
20:13 - Analyzing Emotional Responses in Advertising
22:58 - Case Study: Budweiser's First Delivery Ad
27:59 - Emotional Resonance in Advertising
32:19 - The Power of Music in Ads
36:14 - Celebrity Influence in Super Bowl Ads
44:15 - The Success of Doritos' Crash the Super Bowl
50:18 - Brand Fluency and Recognition Strategies
56:45 - Post Pod with V and Marc
Background Research & Links:
https://system1group.com/uncategorized/our-metrics-explained
https://www.emarketer.com/content/super-bowl-deliver-on-ratings--ads--streaming
https://www.westwoodone.com/blog/2024/08/12/adelaide-attentiveness-measurement-1000-of-am-fm-radio-ads-require-2635-worth-of-facebook-ads-to-achieve-the-same-level-of-attention-audio-platforms-generate-nearly-the-same-attentiveness-as-tv/
https://www.smartmarketing.me/attention-gained-by-different-media.html
https://www.thinkbox.tv/research/thinkbox-research/the-drivers-of-profitability
https://www.cbsnews.com/news/how-much-do-2025-super-bowl-commercials-cost-heres-the-price-tag-on-ads-this-year/
https://system1group.com/the-extraordinary-cost-of-dull
https://podcasts.apple.com/ca/podcast/sbp-091-the-cost-of-dull-ads-with-adam-morgan/id1609811324?i=1000671637754
https://ipa.co.uk/news/creative-consistency
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