Why the Biggest Event Stages are Becoming a Trust Play for B2B brands – Ipsos

Learnings from Ipsos Creative Spark and the Ipsos Business Insights Collective community on B2B best practices in big event advertisingIn the wake of the Super Bowl, a moment that once again demonstrated the power of cultural tentpoles to capture massive attention, B2B marketers should be looking ahead to the next opportunities to show up meaningfully. With upcoming events like NCAA March Madness and the FIFA World Cup, as well as annual award shows, now is the moment to consider how B2B brands can use these shared cultural stages to build trust, drive mental availability, and ensure their creative investments truly land.Why would a B2B company pay for one of the most expensive media moments on earth… to reach people who mostly aren’t buyers? When viewed through a CFO lens, skepticism would be a natural response – $8M for 30 seconds aimed at 125+ million people, most of whom will never buy enterprise B2B software? Sounds irresponsible on the surface. But there can be real, defensible benefits if there’s clarity about what problem the spend is actually solving.When a B2B purchasing cycle starts, the short-list is shockingly small – with companies only considering an average of 3 brands. The Super Bowl – and other big tentpole sporting events like it – isn’t about generating immediate leads. It’s about building mental availability, which is everything when it comes to making it into a buyer’s limited consideration set.Impactful B2B Big Event Advertising Checklistsource