What a $5.5 million Super Bowl ad can buy in digital media

For example, in terms of Big Game spending, $5.5 million for a 30-second ad could cover the cost of 275 million impressions on YouTube. February 05, 2021 Super Bowl superstar marketers like Budweiser, Coca-Cola and Pepsi are sitting this year out and perhaps rightly so. This year’s ad spots come with a shiny price tag — going for an estimated $5.5 million for a 30-second spot. It’s no secret that advertising during the Big Game is expensive. But for what it’s worth, Digiday put together a round-up of what $5.5 million can afford a buyer in the digital arena. Read more below. - For example, in terms of Big Game spending, $5.5 million for a 30-second ad could cover the [cost of 275 million impressions]( on YouTube. - Merchandise listings associated with far-right groups violate eBay’s offensive material policy, [yet were still promoted.Â]( - The average bettor that Verizon-owned Yahoo Sports sends to BetMGM is [wagering a total of $6,000]( on a per annum basis. - Subway is looking at alternatives, from contextual to telco data, rather than relying on identifiers to [track how people behave online.]( - A new, 10-week-long class for entrepreneurs is set to bring in between [30-40% of Brit + Co's revenue]( in 2021. Other things to know about - To achieve true email success, brands require a deeper understanding of email deliverability and the foresight to avoid solely focusing on delivery — [which can negatively impact reach and revenue](. Sponsored by Validity. - New consumer behaviors formed by restrictions such as physical distancing have had [astounding implications on how retailers operate](. Sponsored by Lightspeed. - With the social and physical aspects of shopping being stripped away — largely due to various lockdown restrictions around the globe — [shoppable social media is poised to fill the void](. Sponsored by Tipser. Top Stories Marketing on Platforms [What a $5.5 million Super Bowl ad can buy in digital media]( For example, in terms of Big Game spending, $5.5 million for a 30-second ad could cover the cost of 275 million impressions on YouTube. howdy! Content & Commerce [Holes in eBay’s keyword blocklist are leading to ads for far-right merchandise]( Merch listings associated with far-right groups violate the company’s offensive material policy, yet were still promoted. Sponsored by Celtra [Virtual event: How immersive ad experiences are driving campaign success]( For publishers and advertisers, immersive on-site experiences are cutting through the noise. Tactics that fully compliment site content while at the same time breaking through the barrier of banner blindness are in high demand. Join Nikki Gertner, senior product marketing manager at Celtra, on March 16, at 1 p.m. ET, for a deep-dive into rich media, animation, video, site skins and more. Advertisement howdy! Content & Commerce ['Put the pedal to the metal': Yahoo Sports finds big appetite for action among its first-time bettors]( The average bettor that Verizon-owned Yahoo Sports sends to BetMGM is wagering a total of $6,000 on a per annum basis. Sponsored by Healthline Media [Virtual event: Advertisers’ guide to the changing vitamins and supplements industry]( In this new webinar for media buyers, planners and brands, experts highlight future-forward trends as well as novel players and products in the rising vitamins and supplements industry. Join the conversation on March 2 at 2 p.m. ET. howdy! The Programmatic Marketer ['There's a degree of assumption': Subway tests addressable media plans using non-addressable data]( Subway is looking at alternatives, from contextual to telco data, rather than relying on identifiers to track how people behave online. Advertisement Sponsored by Criteo [E-commerce is here to stay across categories]( While pandemic-impacted categories such as apparel look likely to bounce back in 2021, other categories that made major leaps in 2020 will sustain those heights this year. Food, beverage and tobacco online sales were up 102 percent year-over-year. For retailers whose everyday e-commerce categories include groceries and other consumables, their marketing strategies are emphasizing those items in 2021. howdy! Content & Commerce [Why Brit + Co wants to help women create companies to grow its own consumer revenue]( A new, 10-week-long class for entrepreneurs is set to bring in between 30-40% of Brit + Co’s revenue in 2021. howdy! The Programmatic Marketer [Walmart's DSP will help it compete for advertisers, but won’t rob ad dollars from Amazon]( Walmart’s automated ad-buying tool will likely benefit from advertisers’ familiarity with The Trade Desk’s DSP and Amazon’s ad tech. [All Latest Stories]( Beyond Ads [‘Urgency around the community’: How Pop-Up Magazine pivoted to (even more) experimental storytelling]( Known for on-stage renditions of original magazine stories, Pop-Up Magazine pivoted to virtual experiences and at-home activations. You received this email because you’re a member of the Digiday community. 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