Multi-Channel Marketing Opportunities for Super Sunday
The upcoming match between the New England Patriots and the Seattle Seahawks presents a significant opportunity for marketers to engage with the largest U.S. audience of the year, not just through TV, but also through other channels. With nearly 70% of consumers using a second screen during the Super Bowl, a survey by Typeface found that brands are focused on creating content around cultural moments and viral trends to strengthen brand relevance (44%), sell products in the moment (32%), and drive awareness among people who are multi-tasking on a second screen (24%).
However, many marketers face challenges in capitalizing on these moments due to slow or outdated content review processes. According to Typeface’s Signal Report: Big Game Edition, more than one-third of marketers say their brand often misses opportunities due to these inefficiencies. Jason Ing, CMO of Typeface, notes that brands are not slow due to a lack of ideas, but rather because their systems and approval models were built for a different era.
Ing emphasizes that when expectations shift to real-time, teams hesitate not out of fear of moving fast, but out of concern for getting it right. He advises that brands should remove friction, build trust into their workflows, and give teams the confidence to act when the moment matters. This is particularly important for capitalizing on viral moments, as nearly every brand wants to create a “viral moment,” but many lack the operational readiness to act when it arrives.
The research highlights several key findings, including:
* Outdated processes block action, with 67% of marketers saying review and approval processes regularly cause missed moments.
* Personalization still falls short, with 43% of marketers manually creating different variations, and 17% limiting personalization due to time or resource constraints.
* AI frees marketers to focus on strategy, with 68% saying AI gives them more time for strategic and creative work.
The impact of AI on marketing is significant, with brands that invest in connected systems, automated brand safeguards, and trusted workflows far better positioned to move quickly without sacrificing creativity, quality, or control. Those using an AI marketing platform that can create multimodal content are 92% more likely to automate personalization and localization than those using point video or image solutions.
While 87% say AI speeds content creation, 55% are still relying on chatbots to help them with written content only, instead of multimodal content generation tools or AI-powered marketing systems. Despite challenges, marketers see growing potential to improve how teams respond to cultural moments as systems, processes, and trust evolve. As Ing notes, “AI can help teams move faster, but its real value is helping marketers act with confidence — staying creative and on-brand even in high-visibility moments.”