With $7 million price tag per Super Bowl ad, brands are 'hacking' the system. Here's how.

This year’s 30-second Super Bowl spot goes for $7 million. Instead of forking over the cash, here’s how brands are “hacking” the big game. February 08, 2024 [PRESENTED BY]( [With $7 million price tag per Super Bowl ad, brands are 'hacking' the system. Here's how.]( This year's 30-second Super Bowl spot goes for $7 million. Instead of forking over the cash, [here's how brands are "hacking" the Big Game](. Additional coverage: - To put it bluntly, uncertainty is the name of the game, and it seems like it'll hang around for most of the year. One thing that's crystal clear, though, is [the resilience of ad spending](. - [This week’s Digiday+ Research Briefing]( examines whether TikTok will replace X as the dominant second screen during the Super Bowl, how deprecation of the third-party cookie is publishers’ top concern this year, and how publishers maintained full-time staff and published titles despite a drop-off in traffic last year. - As Disney, Fox and Warner Bros. Discovery shock the media world with a potential streaming powerhouse, [buyers are awaiting pricing and inventory details](. - The New York Times' Q4 2023 earnings report showed the company isn’t entirely immune from the volatile ad market. In fact, [the company doesn’t expect to improve in the first quarter]( of this year. - The mania around made-for-advertising sites (MFAs) has calmed down, according to five agency executives – though MFAs are anything but forgotten. [More in this Digiday+ Media Briefing.]( - The Super Bowl has arrived, and with it, the expectations of [the first broadcast by TelevisaUnivision]( — entirely in Spanish. Other things to know about - The [Digiday Media Awards]( have recognized industry-leading work from CNN, PopSugar and more. Last chance to enter is March 15. - While there’s no shortage of identity solutions on the market, [category expertise and data will remain central]( to successful campaigns. Sponsored by Genius Sports. - Digital advertising has shifted from predefined audience targeting to [adopting more sophisticated, custom AI-driven methods](. Sponsored by Seedtag. Top Stories Ivy Liu [Marketing on Platforms]( [With $7 million price tag per Super Bowl ad, brands are 'hacking' the system. Here's how.]( This year’s 30-second Super Bowl spot goes for $7 million. Instead of forking over the cash, here’s how brands are “hacking” the big game. howdy! [Managing Through Crisis]( ['Stability with transformation': Insights into the turbulent landscape of 2024 advertising]( Trends and turmoil in 2024 advertising. SPONSORED BY [Logo] [Audiences are discovering a mountain of entertainment on Paramount+]( [img] Viewers are discovering a vast library of new movies, binge-worthy original series, exclusives and more on Paramount+. From thrilling action films and family-friendly flicks to live sports, there’s something for everyone on the streaming home of Super Bowl LVIII. Explore a mountain of entertainment on Paramount+. [Learn More]( [Sponsored by Yieldmo]( [How advertisers are delivering more effective format experiences]( Not all ad formats can accomplish the same outcomes, amplifying creative, driving unique interactive experiences and fostering engagement. howdy! [Marketing on Platforms]( [Research Briefing: Will TikTok replace X as the top second screen during the Super Bowl?]( In this week’s Digiday+ Research Briefing, we examine whether TikTok will replace X as the dominant second screen during the Super Bowl, how deprecation of the third-party cookie is publishers’ top concern this year, and how publishers maintained full-time staff and published titles despite a drop-off in traffic last year, as seen in recent data from Digiday+ Research. [Sponsored by Bango]( [How consumers approach subscription volume and management]( According to a recent Bango survey, 78% of subscription users want one app to manage all their subscription services and accounts. howdy! [Business of TV]( [New sports streaming service will upset the balance of power in TV, media buyers say]( As Disney, Fox and Warner Bros. Discovery shock the media world with a potential streaming powerhouse, buyers are awaiting pricing and inventory details. Advertisement [Sponsored by Clinch]( [Agencies are transforming their approach to DCO in 2024]( While DCO has become integral to agencies’ workflows, teams are still working to integrate this technology better throughout the campaign lifecycle. howdy! [Navigating Economic Instability]( [The New York Times expects ad revenue to continue to decline in 2024]( The New York Times’ Q4 2023 earnings report showed the company isn’t entirely immune from the volatile ad market. In fact, the company doesn’t expect to improve in the first quarter of this year. howdy! [Beyond Ads]( [Media Briefing: Buyers say the MFA panic is over – but not forgotten]( In this market check, the buy-side seems to think the mayhem around MFAs has subsided, but MFAs have moved into the realm of brand safety. [All Latest Stories]( You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). [Unsubscribe from this newsletter or update your preferences](. I don't want to hear from Digiday anymore. [Stop receiving all Digiday emails](. Digiday Media, One Liberty Plaza, 9th Floor, New York, NY 10006 [Forward to a Friend](