What a $6.5 million Super Bowl ad can buy in digital media

This year, a 30-second spot in the Big Game will run advertisers about $6.5 million. Here’s what that can buy instead in digital media. February 11, 2022 Brands advertising in this year’s Big Game are reportedly spending $6.5 million for a 30-second spot. The price tag makes Super Bowl LVI the most expensive game to advertise in to date, up $1 million from last year’s $5.5 million. Read more below about what that’ll get you. - [Here’s a peek]( at what $6.5 million can afford a buyer in the digital arena. - The relationship between esports organizations and their brand partners [is no longer in the honeymoon phase](. - This year, DraftKings [is using its Super Bowl ad]( as a way to get potential customers to interact with the brand beyond their TV screens by offering 10,000 people free bets with the chance. - Key takeaways [on dealing with a fragmented regulatory landscape]( overhead at this week's #IABALM2022. - Texas Country Reporter, an independent, documentary-style television show, [as well as its production team](, to tiptoe into the video space. - Future plans to hire 100 people for its new office in Atlanta, [which will serve as its U.S. video production hub]( to create more content — and video ad revenue — for a U.S. audience. Other things to know about - [Join us at the Digiday Media Buying Summit](from April 5-7 where we will bring together media buying execs to discuss the trials and successes in the industry while navigating this covid era. - [Register for this webinar]( on February 16 at 1 p.m. EST to learn how agencies are integrating accessibility into client offerings. Sponsored by accessiBe. - [Advertisers looking to access]( automatic content recognition data are looking for ways to circumvent the siloed approach walled gardens currently offer. Sponsored by Unruly. Top Stories Ivy Liu [Marketing on Platforms]( [What a $6.5 million Super Bowl ad can buy in digital media]( This year, a 30-second spot in the Big Game will run advertisers about $6.5 million. Here’s what that can buy instead in digital media. howdy! [Gaming & Esports]( [The Rundown: Crunching the numbers on brand ROI demands from esports activations]( In the past, non-endemic brands viewed esports partnerships as an opportunity to establish a presence in the gaming community; in 2022, the same brand partners are going a step further, demanding accurate tracking of engagement and ROI. [Sponsored by AdColony]( [Unlocking Android versus iOS differences is unlocking in-app marketing opportunities]( Advertisers missing out on the distinctions between mobile operating systems are missing out on impressions and new customers. Advertisement howdy! [Brands in Culture]( ['Maximizing consumer engagement': How DraftKings is using its Super Bowl advertising to differentiate and lift consumer engagement]( This year, the company is once again using its Super Bowl ad as a way to get potential customers to interact with the brand beyond their TV screens by offering 10,000 people free bets with the chance [Sponsored by Distroscale]( [How streaming TV is elevating independent content creators]( With subscription streaming TV giants focusing on producing original content, independent content creators are turning to FAST platforms to reach audiences. howdy! [Life Beyond the Cookie]( [Overheard at IAB's ALM: 'Big Tech is now the de facto global regulator']( Key takeaways on dealing with a fragmented regulatory landscape overhead at this week’s #IABALM2022 Advertisement [Sponsored by Viafoura]( [How publishers are making moves to create a new first-party ecosystem in 2022]( Publishers have the opportunity to collect fully consented data, create a known audience, drive community engagement and more in 2022. howdy! [Programming & Production]( [Why Future plc is opening a hub for video production in Atlanta to help boost female viewership]( Future plans to hire 100 people for its new office in Atlanta, which will serve as its U.S. video production hub to create more content – and video ad revenue – for a U.S. audience. howdy! [Subscriptions]( [Why Texas Monthly thinks a pivot to video will help attract subscribers]( Texas Monthly pivoted from events to video in order to bolster its traffic, subscriptions business and ultimately its bottom line. [All Latest Stories]( [Modern Newsroom]( [Why Lauren Williams left Vox to create news nonprofit Capital B]( After raising $9 million in funding, Capital B aims to report on issues like politics, criminal justice and health specifically for Black people. 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](