La viralité, la clé du succès du Super Bowl

Alors que la grande finale de l’édition 2014 du Super Bowl aura lieu ce dimanche 2 février, le site unrulymedia propose une infographie ciblée sur les dix faits que les marques devraient savoir sur le partage des publicités du Super Bowl.

L’approche est ici inaccoutumée car elle est centrée sur le partage des publicités du Super Bowl. Vous le savez probablement, le prix d’un espace publicitaire durant cette grande finale a toujours augmenté, ou parfois stagné d’une année à l’autre, il n’a baissé que deux fois dans l’histoire de la compétition, en 2002 et en 2010.

Cette année encore, le prix d’achat d’un espace média pour une publicité de 30 secondes s’est envolé pour atteindre les $4M, pourquoi il devient si important pour une marque de dépenser autant pour une publicité de 30 secondes ?

L’explication tient en quelques mots : le taux de viralité et l’audience grandissante sur le digital


Comme l’explique l’infographie ci-dessus, on remarque plusieurs tendances ces dernières années. La première est le fait que le taux de partage augmente de manière exponentielle, 89% entre 2010 et 2013. Le nombre de  partages par vues a lui quasiment doublé entre 2012 et 2013. Alors qu’il fallait en moyenne 57 vues pour générer un partage en 2012, il en suffisait 31 cette année.

Une autre tendance est la longueur des publicités, ces dernières sont souvent deux fois plus longues qu’en 2010. En moyenne, la durée d’une publicité lors du Super Bowl était de 42 secondes en 2010 contre 89 en 2013. Ce chiffre peut en parti expliquer pourquoi l’achat d’espace lors de cet événement est de plus en plus stratégique et onéreux.

Il faut retenir qu’un dévoilement anticipé de la publicité (ou teasing), peut s’avérer payant, en effet, si l’on s’en tient à l’infographie, sur le top 10 des publicités du Super Bowl, 60% avaient été lancées avant le dimanche du match.  Garder le secret jusqu’au bout n’est donc pas forcément payant.

Enfin, voici trois raisons pour les marques de s’intéresser au partage de leurs vidéos. Premièrement, le partage est un véritable indice de la profondeur de l’engagement d’un consommateur. Deuxièmement, le partage est la version 2.0 du bouche à oreille et influence la décision d’achat. Troisièmement, chaque partage augmente potentiellement de 25% les opportunités de vues.

Pour finir, le partage dépend de la qualité de la vidéo, il faut faire en sorte de toucher le spectateur pour l’inciter à partager, cela ne passe pas forcément par la recherche du buzz à tout prix. Une vidéo du Super Bowl pourra faire énormément de vues sans pour autant avoir un taux de partage significatif.

Au final, la question qui se pose est le choix de cet événement comme plateforme de communication et son véritable impact business. En effet, seulement une publicité sur cinq a un réel effet sur l’acte d’achat selon cette étude du cabinet Communicus qui met en parallèle la notoriété de la publicité diffusée et les intentions d’achat. Alors, Super Bowl, coup de bluff ou réelle utilité ?

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