Havas Edge

Last week, we hit the courts for our Havas Edge qualifying pickleball tournament - competing for a chance to play in the Boys & Girls Club of Carlsbad’s Annual Pickleball Tournament next month! As a proud sponsor, we’re thrilled to support this amazing event benefiting the Boys & Girls Club and their mission to empower local youth. A huge thank you to everyone who participated and brought the energy! We can’t wait to cheer on our winning teams as they represent us in the tournament in March 🏆🙌 #HavasEdge #PickleballTournament

This year's Super Bowl may be over, but the impact of great advertising lasts long after the final whistle. In our latest blog, we broke down how brands can make the most of linear TV, even without a Super Bowl-sized budget. 📺 📣 Check it out here:

Why Brands Are Paying $8 Million for a Super Bowl Ad Super Bowl ads have hit a staggering $8 million for a 30-second spot, a record that reflects both the enduring power of the event and the shifting economics of advertising. Just a few years ago, that number was $5 million. That’s a 60% increase in less than a decade, far outpacing inflation and the growth of most other advertising mediums. Why are brands willing to pay so much for a fleeting 30 seconds? The obvious answer is scale. The Super Bowl remains the most-watched television event in the U.S., drawing 123.4 million viewers last year. In a fragmented media landscape, reaching that many people at once is invaluable. But there’s more to it than just eyeballs. Behavioral economics tells us that Super Bowl advertising works not just because of its reach, but because of the unique psychological forces at play. First, there’s the idea of costly signaling. In economics, costly signaling refers to a company making a big, expensive move to show confidence and strength. Spending $8 million on a single ad sends a message: this brand is successful enough to afford it. Consumers, whether consciously or not, tend to associate big-budget Super Bowl ads with industry leadership. Then there’s the bandwagon effect. The Super Bowl is more than a game; it’s a cultural event. Viewers aren’t just watching for the sport; they’re watching for the halftime show, the commercials, the shared experience. When a brand appears in this context, it benefits from an implicit endorsement. If a company is part of the Super Bowl spectacle, it must be worth paying attention to. Emotional engagement is another key factor. Recognizing the importance of maximizing their investment, many brands now release teaser videos in the weeks leading up to the Super Bowl. This strategy builds anticipation and extends the lifespan of their campaigns. Taco Bell recently released a teaser featuring Doja Cat photobombing fans, while Pringles teased a spot celebrating famous mustaches with celebrities like Adam Brody and Nick Offerman. I expect to get replies to this post from people telling me they don’t watch Super Bowl ads, and I get it. Nobody likes to think they’re influenced by advertising. But research suggests otherwise. Seth Stephens-Davidowitz, author of Everybody Lies, explored how people often say they don’t watch or care about the ads, yet data tells a different story. Google search trends and purchase patterns consistently show that Super Bowl ads drive real consumer action, whether it’s increased searches for a brand, spikes in sales, or heightened awareness that lasts long after the game. People may say they don’t watch, but their behavior suggests otherwise. At Havas Edge, we understand that whether through performance marketing or a Super Bowl-sized statement, the goal is always the same: making sure advertising dollars actually work. #SuperBowlAds #MarketingInsights

📢 We’re excited to announce that Havas Edge will be attending IAB's Annual Leadership Meeting next week! We can’t wait to join the conversation about shaping the future of advertising and media.    Are you attending? Let’s connect! DM us or reach out directly to Jennifer Peabody or Allie Wiggins to set up a time to meet.   See you there! 🙌 #HavasEdge #IABALM #IAB

At Havas Edge, our greatest asset is our people! Today, we are highlighting Alejandro Gonzalez who has been with our team for the past 9 years 👏 🚀 Get to know a little bit more about Alejandro below. #HavasEdge #MeetOurTeam #EmployeeHighlight

That’s a wrap on #CES 2025!  🎉 Last week, our team had an incredible time in Las Vegas connecting with innovative brands, exploring the latest in tech, and sharing how we help brands optimize their ad spend. We’re so grateful for the conversations, insights, and inspiration from CES. If we didn’t get a chance to meet while there, it's not too late —send us a message and we would be happy to connect. Allie Wiggins Sean Kalub Mike Gahan #CES #CES2025 #HavasEdge

🌟 It's here! We’re heading to #CES 2025 this week! 🌟 Our team is thrilled to join the world’s most innovative brands and thought leaders in Las Vegas. If you’re attending CES, we’d love to connect and explore how we can help drive impactful results for your brand.   To set up a meeting, send us a DM or reach out directly to Thomas J Thompson, Sean Kalub, or Allie Wiggins.   Safe travels, and see you soon! 🚀

🎄✨ Happy Holidays from all of us at Havas Edge! Here’s to a season of joy, reflection, and celebration - and an incredible year ahead. Cheers to 2025! 🥂 #HappyHolidays #HavasEdge #Grateful

Wrapping up 2024 with an unforgettable holiday celebration in Carlsbad!🥂✨It's been a year of growth, collaboration, and success, and we're so grateful for our incredible team. Looking forward to even bigger things in 2025! #HolidayParty #HavasEdge

We are excited to attend #CES 2025! If you’ll be there too and want to set up a meeting, shoot us a DM – we’d love to connect! Thomas J Thompson Sean Kalub Allie Wiggins #HavasEdge #CES2025