Wix.com, which makes tools for creating websites, has spent millions of dollars for its Super Bowl advertising campaign in which the characters from DreamWorks Animation’s “Kung Fu Panda 3” discover that a good website can help them sell noodles. This past week the company’s goals were to capture the attention surrounding the game, splitting its marketing budget with television, Facebook, Google and YouTube.
Wondering why Twitter is missing from this list? Although Wix.com is aware that Twitter is the company that made its name as the venue for real-time conversation about live events, they seem to think differently. According to Wix’s chief marketing officer, “Most of the power audience is on Facebook and YouTube.” (Wix.com)
Twitter is designed to thrive during events like the Super Bowl, the National Football League’s championship on Feb. 7 that will draw people to their televisions with an eye on their smartphones. We cannot forget about the brand that stepped in quickly taking advantage of Real Time Marketing. During the third quarter of Super Bowl XLVII when a power outage at the Superdome caused some of the lights to go out for 34 minutes, the sandwich cookie’s social media team jumped on the cultural moment, tweeting an ad that read “Power Out? No problem” with a starkly lit image of a solitary Oreo and the caption, “You can still dunk in the dark.” The message caught on almost immediately, getting nearly 16,000 retweets (360i, 2013)
Wix.com’s view of Twitter as insignificant reflects a wider question about its role in the digital media landscape, with some marketers expressing increasing impatience about the company’s direction. Part of the problem is scale. Wix.com knows that many people will go to Twitter to talk about touchdowns, tackles, and even commercials for a game that last year attracted television viewership of about 114 million. But Twitter’s user base is about one-fifth the size of Facebook’s, so it would make sense to sell Wix’s services to the widest possible audience (Wix.com).
When Google announced its new real-time ad product in January, it highlighted Wix as the brand that would be testing it out during the Super Bowl. Soon will selecting where to put your marketing dollars become purely survival of the fittest? Will Twitter keep up?
Twitter struck a deal with the NFL to show quick clips of games on the site, for example. Fox Sports will be broadcasting some shows during Super Bowl week out of Twitter’s San Francisco headquarters. Pepsi is using Twitter ads to showcase exclusive behind-the-scenes content on game day and Verizon is giving away game tickets through its #minute50 campaign. More than 29 million people tweeted about the game last year (Twitter, 2016). I cannot imagine Twitter falling behind when there’s all this very unique content that only happens on Twitter.
Twitter has about 320 million users; 66 million in the U.S., and the company is still in the early stages of making money from people who aren’t logged into the site. Meanwhile, larger competitors have started to focus new products on live events. After Twitter acquired Periscope, Facebook started letting its users live-stream video content. The world’s largest social network, which said it has 650 million sports fans, also built a tool for following and posting about sports games as they happen. Advertisers look to work with a platform that’s growing because they need new customers. Fresh customers are extremely important!
Twitter is still too much about who said what to whom, at the end of the day; all these companies want to do is sell products. Twitter’s missing that last part of continuing the experience to a purchase (W2O Group).
According to Wix.com, until Twitter can draw a bigger audience, it’s an almost non-relevant source of leads.