_Editorial

While the nation battles COVID-19, and vaccination rollouts seemingly remain disjointed and chaotic, it is likely that more eyes than ever will be watching the Super Bowl from their homes this year.

Scholars say the unblinking eyes of the Gatsby billboard observed the morality of the Roaring Twenties, perhaps a vigil of the Almighty. The omnipresent billboard also symbolized something more earthly: our deep cultural connection with out of home advertising.

Ever been able to recite a YouTube pre-roll ad or found yourself annoyed at a poorly timed pop-up? Then you know how powerful a presence advertising is across our digital experience.

Last year’s Super Bowl was the least-watched in a decade. In fact, Super Bowl audiences have been shrinking every season since 2015. And this year, the shadow of COVID-19 looms large. Social distancing necessitates a low-key stadium audience and means there will be far fewer viewing parties watching the game.

Getting customers for your brand’s products or services can be tough and staying in your target audience’s mind can be an even bigger challenge. However, the rewards are greater as well. Brands want to be the first business they think of when they’re looking for a product or service.

The word “unprecedented” has been used a lot to describe 2020. Only a few weeks into 2021 and it’s seeping into the new year as well. Yet, we’ve learned over the last several months that as people we are resilient and determined to find hope and optimism through it all.