Super Bowl 2024 changes advertising strategy aimed at cryptocurrencies
Cryptocurrencies were an essential part of the Super Bowl advertising campaign over an average period of three years. With the collapse of FTX and other exchanges, organizers focus on entertainment and family fun
Cryptocurrencies have captured the attention of Super Bowl organizers since they entered the market. In the 2024 edition, scheduled for February 11, the advertising strategy changes to focus on content for family entertainment, without departing from new technologies.
According to Paul Hardart, clinical professor of marketing at the Stern School of Business at New York University, this year viewers will notice a big change in advertising content, as cryptocurrency ads give way to content that generates “good feelings, focused more on fun, humor and entertainment, in line with the encouraging spirit of the Super Bowl.”
The change in the advertising strategy is the product of the analysis of the current world situation, marked by conflicts and confrontations, in addition to specific situations in the crypto industry, such as the collapse of FTX, lawsuits against Binance and Coinbase, among others.
These events have marked a sharp decline in the price of Bitcoin, the main cryptocurrency on the market, and have affected the value of other cryptocurrencies. So the organizers of the Super Bowl lost interest in this type of advertising content from 2023.
At that time, advertisers withdrew their cryptocurrency advertising proposals. And so far, “no asset manager has announced advertising in the next game.”
Super Bowl will have advertising aimed at entertainment and well-being
According to Super Bowl organizers, “at least two AI ads are planned. Hardart suggested that this year’s Super Bowl ads will move away from AI. Despite this, Etsy plans to air an ad promoting its Gift Mode, a feature that uses AI and human curation to automate gift selection.”
On the other hand, tech giant Google will also participate with an ad for its Pixel phone, “focused on the Pixel’s AI accessibility features for blind and low-vision users.”
(Reference image source: Caleb Woods at Unsplash)