Yesterday’s presentation of Super Bowl XLIX was about more — much more — than just the final score. It was about more than the New England Patriots, the Seattle Seahawks, Katy Perry’s halftime performance, the Puppy Bowl, and the usual array of zany viral commercials.
This year’s Super Bowl, more so than any other, was about the future of advertising technology. And it represented what may one day be reflected upon as a pioneering win for programmatic advertising.
Although it wasn’t apparent to the hundreds of millions of viewers around the world, Super Bowl Sunday brought with it the first time in history that Super Bowl ads were purchased with programmatic technology.
Just 48 hours before the big game, TubeMogul — an enterprise software company for video advertising — announced they had teamed with ad management software provider WideOrbit to give Mondelez International the wherewithal to become the “first-ever marketer to programmatically buy broadcast TV advertising during the Big Game.”
The ads, despite being limited to Erie, Pennsylvania, represented a watershed moment for Super Bowl advertising. On the surface, the spots simply appeared to be nondescript commercials for Oreo cookies and Ritz crackers (both brands are owned by Mondelez), but they actually demonstrate how the power of programmatic buying is being harnessed in 2015 to enhance media effectiveness.
“Mondelez International is a true pioneer,” said Brett Wilson, TubeMogul’s CEO. “The Big Game is the pinnacle of brand advertising, and the fact that a global powerhouse like Mondelez International is buying TV inventory programmatically on the world’s largest stage proves that software can transform video advertising at any level.”
Wilson is among those who appear to believe that Mondelez is raising the bar for all of ad technology on major media days.
“We’re proud to be the first company to test out automated ad buys during the Big Game. This pilot will help us learn how to transform media buying with leading-edge technology,” Laura Henderson, Associate Director of U.S. Media and Communications at Mondelez International, was quoted in a news release on Friday. “Data-driven buying is the future of TV and media. We believe it will play a key role in improving our ROI, and helping to fuel growth for our Power Brands.”