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YouTube Reveals the Top Performing Super Bowl Ads for 2022, Based on Overall Views in the App

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YouTube Reveals the Top Performing Super Bowl Ads for 2022, Based on Overall Views in the App


Did you catch all the big Super Bowl ads, and take notes for your own campaigns?

If not, you can still check them out via YouTube’s AdBlitz showcase, where it hosts all the big campaigns from the event. And today, YouTube has announced the winners of its Super Bowl AdBlitz for 2022, being the most viewed ads across YouTube from the event.

And while there’s not a heap of brand lessons that can be gleaned from these big campaigns – outside of spending millions on top celebrities – there are some pointers in terms of creative, aside from the stars, which could help in your marketing.

Just imagine these campaigns (except the movie/TV promos) without big stars attached and you can strip them back to their core a little better.

The most viewed Super Bowl campaign came from Amazon, with this Alexa ad, starring celebrity couple Scarlett Johansson and Colin Jost, already exceeding 68 million views.

The underlying joke would still work, even without the stars attached, and that could help to get you thinking of comedic takes on your products.

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Coming in second is the latest preview for ‘Jurassic Park: Dominion’, which has now surpassed 45m views.

I mean, I’m guessing that you don’t have the capacity to fund a feature film with CG dinosaurs for your own brand promo, so there’s not a heap of takeaways here. But people certainly like dinosaurs. So that’s something.

Up next is this campaign from Hyundai, starring Jason Bateman – and interestingly, this ad did not air during the Super Bowl itself.

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The digital-only campaign has reached 83m views on YouTube, underlining the potential value of taking an alternative approach to the event, and saving yourself the reported $7m for a 30 second TV spot.

Given the campaign’s success, I wouldn’t be surprised to see more brands shunning traditional TV ads over the coming years.

Next up is the latest trailer for ‘Moon Knight’ from Marvel Entertainment and Disney+.

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That’s generated 29m views thus far, and again, while it is a TV show preview, meaning the applicable insight is limited, there are some notes on framing and editing which can be gleaned from the ad.

Finally, there’s this campaign from Nissan, starring Eugene Levy as an unlikely action star.

Again, you won’t be able to afford big stars like this for your campaign, but conceptually, there are notes that you can glean from this approach, and creative considerations for your own initiatives.

But it is hard to take any true lessons from these ads, given the money spent on each, and the stars fronting them. Though if you dig a little deeper, there are some interesting, and potentially valuable notes, on framing, creative approach, timing, etc.

Or you could make your own dinosaur trailer, on a smaller scale. Buy some plastic dinos from the toy store, film down real low. It could work.

You can check out all of the Super Bowl campaigns here.

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Meta Announces WhatsApp Cloud API to Provide Hosting Support for SMBs

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Meta Announces WhatsApp Cloud API to Provide Hosting Support for SMBs

After previewing the option back in 2020, today, at its first-ever ‘Conversations’ messaging conference, Meta has announced that it’s launching the WhatsApp Cloud API, which will provide free, secure cloud hosting services for businesses.

As it sounds, the WhatsApp Cloud API will essentially host your conversation data on Meta’s servers, which will improve connection and speed, but will come with a degree of privacy trade-off.

The main benefits will be improved speed in messaging response, while it’ll also help to eliminate server expenses, which could be a big benefit to smaller businesses, in particular. It’ll also facilitate faster access to new WhatsApp business features as they become available.

The downside is that it will mean more reliance on Meta, while you’ll also need to dilute WhatsApp’s messaging security measures:

As Meta described in its original announcement:

If a business chooses to use a third-party vendor to operate the WhatsApp Business API on their behalf, we do not consider that to be end-to-end encrypted since the business you are messaging has chosen to give a third-party vendor access to those messages. This will also be the case if that third-party vendor is Facebook.”

As such, WhatsApp will include new notifications on consumer-to-business exchanges conducted through Meta hosting.

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How you feel about such trade-offs will come down to your personal perspective, but the offering could be highly valuable for smaller businesses looking to build out their tech stack, without having to sign on to a third-party hosting vendor, or buy their own hardware.

But again, that does also mean increasing your reliance on Meta, which has notoriously changed the rules on businesses in the past, leaving many in the lurch.

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The real benefit, however, will likely be in developing regions, where WhatsApp is the dominant messaging platform, and many small businesses are looking for ways to maximize their reach and transactions in-app. If Meta can assist them in building their business, that could be a big step in making WhatsApp a more critical utility, for many more users, while also, eventually, providing a direct revenue pathway for the messaging platform.

Though it does feel like a bit of a honey trap. Meta has already flagged that it will eventually introduce charges for these additional elements, without specifically outlining what those costs will be. Once businesses are reliant on such, it’ll be too late to back out, and Meta could ensnare them via incremental increases, that may eventually become a big earner for the company.

On another front, Meta also announced Recurring Notifications on Messenger, which will enable businesses to re-engage people within a messaging thread. The feature is only available to premium users at present, which doesn’t cost more to be part of right now, but will in future as Meta looks to incorporate new charges for its messaging and hosting tools.

You can check out replays of the Conversations conference presentations here.

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