McKinney.com

If you’re a CMO thinking about paying $3.5 to $4 million for a 30-second spot next January during the big game, you should read McKinney Chief Innovation Officer Jim Russell’s recommendations in Forbes, published today. Your ROI depends on it.

Half of the ad inventory for next year’s Super Bowl has already been booked. It’s a once-a-year opportunity to take advantage of the unprecedented game viewership and to show Americans what makes your brand the best. But not all ads make a long-term impact. Last year, McKinney partnered with EvoApp to “determine what drives the lasting business return on Super Bowl advertising investments” through Social Bowl. Jim’s summary of the findings may surprise you.

Read Jim’s article in Forbes here.