Tuesday, February 27, 2024

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    How agencies are investing in influencers this Super Bowl

    With this weekend’s Super Bowl expected to cost some $7 million for a 30-second ad, agencies are turning to influencer marketing and commerce strategies to maximize their dollars.

    Some influencer agencies are beefing up their new offerings leading up to the Big Game, while others are trying to strike a balance between household Hollywood names and emerging influencers in their content. Either way, influencers and retail media are playing a growing role in social media feeds during massive live events like the Super Bowl.

    This year, influencer Addison Rae made an ad promoting Nerds’ gummies for the brand’s first Super Bowl commercial. (Rae recently made the jump to acting in some Netflix films.) Meanwhile, Dunkin’ and Ben Affleck are back with a Super Bowl spot: This time with the Batman actor trying to become a pop star (with Charli D’Amelio’s help).

    Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

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