Adweek: Captify’s Global CRO, Brendan Condon—Coinbase’s Super Bowl Ad Certainly Drove Interest. But for Who?
Extracted from Adweek, author Captify’s Global Chief Revenue Officer, Brendan Condon
It doesn’t happen during every Super Bowl, but every few years an iconic commercial airs that will be remembered long after the winning team becomes a historical footnote.
I believe this will be the year that crypto goes mainstream. But once the buzz dies down, what will these brands have to show for their investments?
Many have declared Coinbase’s retro, bouncing QR code the big winner (including Adweek) of Super Bowl 2022. But in spending nearly $14 million on a 60-second spot, chances are the cryptocurrency exchange was betting on getting in front of folks who are actually interested in its product, not just causing a traffic spike of an audience with no intent to actually use it.
Search data from Captify found that when it comes to actual intent (as expressed by onsite consumer search behavior), Coinbase was second to Crypto.com in terms of viewer interest generated by a Super Bowl commercial. In other words, there’s no arguing that the unique nature of the spot piqued viewers’ interest and caused them to sit up and scan the QR code—but were they the right audience? Was Coinbase’s website crash purely a result of unexpectedly high traffic? Coinbase’s campaign highlights the importance of getting addressability in TV right.
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