Final questions on my mind in the hours before the Super Bowl telecast:
With reportedly half of the Super Bowl spots including a Shazam call to action, will it be advantageous to have a later ad once the concept is discovered by viewers?
Conversely, will advertisers with later appearances suffer from Shazam fatigue?
How will brand managers judge the results of ads that include a mobile component?
How much activity needs to come from the more than 100 million viewers for mobile to be deemed successful?
Will more use the mobile web or mobile apps?
Will an advertiser unveil a call to action that leads to an opt-in database?
Will mobile finally break through this telecast or will it be another year of anticipointment?
We'll finally have some answers later today.
