Much is made about the creative decisions in ads for the Big Game, but how does all that money, those requisite celebrity cameos, and everything else that goes into these multi-million dollar investments translate into Return on investment? Today we’re going to talk about what the numbers tell us from all those high-profile ads and who the winners and losers of the Advertising Bowl are in 2025. To help me discuss this topic, I’d like to welcome Nataly Kelly, CMO at Zappi, who unveiled their annual Super Bowl Ad Success report on Monday. We’re here to talk about the approach, the results, and what those results mean for brands that invested a lot of money - and time - into their campaigns. About Nataly Kelly I help companies unlock global growth For more than two decades, I have helped scale businesses across borders, as an executive at B2B SaaS and MarTech companies. I’m Chief Marketing Officer at Zappi, a consumer research platform. I spent nearly 8 years as a Vice President at HubSpot, a multi-billion-dollar public tech company, driving growth on the international side of the business. Having served as an executive at various tech companies, I’ve led teams spanning many functions, including Marketing, Sales, Product, and International Ops. I’m an award-winning marketing leader, a former Fulbright scholar, and an ongoing contributor to Harvard Business Review. I love working with interesting people and removing barriers to access. RESOURCES Zappi website: https://www.zappi.io/web/ Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Listen to The Agile Brand without the ads. Learn more here: https://bit.ly/3ymf7hd Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company…
I denne episoden får dere høre om en sak fra Frankrike på slutten av 1800 tallet. Denne saken får uante ringvirkninger. Håper dere setter pris på episoden. Kilder: https://economictimes.indiatimes.com/news/web-stories/the-most-kissed-lips-in-the-world/slideshow/101090105.cms https://www.news.com.au/lifestyle/real-life/news-life/how-the-kiss-of-a-dead-girl-saves-thousands-of-lives-each-year/news-story/62a1b60b9106933d84f729fdf7ba6f72 https://www.insafehandstraining.com/blog/the-story-behind-the-most-kissed-face-in-the-world/ https://www.sciencealert.com/how-dead-girl-paris-ended-up-most-kissed-lips-in-history-l-inconnue-de-la-seine-resusci-anne-cpr-annie-death-mask https://bonjourparis.com/history/the-paris-morgue-a-gruesome-tourist-attraction-in-19th-century/ https://www.stavangermuseum.no/events/det-var-en-gang-en-tresko https://snl.no/fotografi…
I denne episoden får dere høre historien om Spring Heeled Jack som romsterte rundt i blandt annet London på 1800 tallet. Håper dere setter pris på episoden. Har nok engang strevd med litt teknologiske problemer, så håper lyden ikke er for forstyrrende. kilder: https://www.historic-uk.com/CultureUK/Spring-Heeled-Jack/ https://www.atlasobscura.com/articles/meet-springheeled-jack-the-leaping-devil-that-terrorized-victorian-england https://thoughtcatalog.com/january-nelson/2018/08/spring-heeled-jack/ https://allthatsinteresting.com/spring-heeled-jack https://historienet.no/samfunn/mytologi/spring-heeled-jack-var-victoriatidens-batman…
Martine forteller en historie fra 1100 tallet i England i denne episoden. Det har vært noe forsinkelser på oss. Dette beklager vi. Timeplanene våre matcher ikke helt om dagen. Kilder: https://blogs.scientificamerican.com/life-unbounded/the-first-alien/ https://slate.com/human-interest/2014/08/when-did-humans-first-consider-the-possibility-of-alien-life.html…
I denne episoden får dere høre om Jason og Argonatuene som drar ut på en nokså langvarig ferd for å hente et gyldent saueskinn. Ekstra lang episode, da det ikke er noe episode neste uke. Håper dere setter pris på episoden. Kilder: https://www.goldavenue.com/en/blog/newsletter-precious-metals-spotlight/the-true-story-behind-the-myth-of-jason-and-the-golden-fleece https://www.greeka.com/thessaly/pelion/myths/jason-argonauts/ https://www.pbs.org/mythsandheroes/myths_four_jason.html https://www.greekmythology.com/Myths/Heroes/Jason/jason.html?utm_content=cmp-true https://historycooperative.org/jason-and-the-argonauts-golden-fleece-myth/…
I denne episoden får dere høre om en forsvinning av Rudolph i 1913. Håper dere setter pris på episoden. Kilder: https://www.smithsonianmag.com/smart-news/when-inventor-diesel-engine-disappeared-180960635/ https://time.com/4049401/diesel-disappearance/ https://the-line-up.com/rudolf-diesel https://www.history.com/this-day-in-history/inventor-rudolf-diesel-vanishes https://www.britannica.com/biography/Rudolf-Diesel…
I denne episoden får dere høre en true crime sak fra USA i 1982. Det er snøstorm en kveld og to kvinner forsvinner. Kilder: https://www.cbsnews.com/news/annette-schnee-bobbie-jo-oberholtzer-1982-cold-case-murders-alan-lee-phillips-rescued-breckenridge-colorado/ https://www.nbcnews.com/news/us-news/decades-after-he-was-rescued-colorado-storm-man-accused-killing-n1268579 https://www.nytimes.com/2021/05/27/us/phillips-colorado-sos-murder.html https://www.washingtonpost.com/nation/2021/05/25/guanella-pass-alan-phillips-murder-colorado/ https://www.the-sun.com/news/6716236/who-alan-lee-phillips-where-is-he-now/…
I denne episoden forteller Maria en historie fra veldig langt tilbake i tid. Ca 1000 år før kristus. Håper dere setter pris på episoden. Kilder: https://www.christianity.com/wiki/bible/how-old-was-david-when-he-killed-goliath.html https://totallyhistory.com/biblical-history/king-david/ https://www.merriam-webster.com/dictionary/Philistine https://www.britannica.com/topic/Philistine-people https://snl.no/filistere https://ministryspark.com/david-and-goliath-for-kids/ https://www.bedtimeshortstories.com/david-and-goliath-story/amp https://www.nationalgeographic.com/culture/article/story-king-david-goliath https://www.gotquestions.org/wives-King-David.html https://www.learnreligions.com/michal-and-david-116670…
I sesongstarten for sesong 5 forteller Maria om en sak fra 1948 hvor en mann blir funnet på en strand i Australia. Håper dere setter pris på episoden. Kilder: https://www.smithsonianmag.com/history/the-body-on-somerton-beach-50795611/ https://www.bbc.com/news/world-australia-62314555 https://www.mirror.co.uk/news/world-news/mystery-somerton-man-solved-after-27588280 https://allthatsinteresting.com/tamam-shud-somerton-man https://www.thedailybeast.com/somerton-man-case-raises-theories-about-cold-war-spies-in-australias-most-baffling-mystery https://edition.cnn.com/2021/05/31/australia/australia-somerton-man-mystery-intl-hnk-dst/index.html https://www.thedailybeast.com/the-republican-2024-presidential-campaign-trail-is-already-getting-gov-ron-desantis-proofed?ref=scroll…
I sesongavslutningen har Maria en liten quiz med Andrea og Martine for å se hvor mye de husker fra denne sesongen. Martine, Andrea og Maria forteller en liten historie hver. Håper dere setter pris på episoden. Kilder: https://www.dn.no/dridaren-har-forfulgt-golfklubb-i-ti-ar-gjor-nummer-to-i-hull-tre/1-1-5393380 https://www.p4.no/sport/hvem-besjer-i-hullene-pa-golfbanen/artikkel/616555/ https://kerchtt.ru/no/strashnye-istorii-u-kostra/ https://www.spirithalloween.com/…
I denne episoden prøver Maria og gi Andrea og Martine ordtak og idiomer for å forklare. VI har også en historie som Maria har fått fra en Redditbruker StarchySunfish. Håper dere setter pris på episoden
I denne episoden forteller Maria om skipet Mary Celeste og teoriene om hvorfor mannskapet en dag i desember 1872 er sporløst forsvunnet. Håper dere setter pris på episoden. Kilder: https://www.smithsonianmag.com/history/abandoned-ship-the-mary-celeste-174488104/ https://museumhack.com/mary-celeste/ https://www.dailynautica.com/en/features/the-mystery-of-the-mary-celeste-part-one-the-facts/ https://www.ucl.ac.uk/news/2006/may/solved-mystery-mary-celeste…
I denne episoden har Maria og Andrea med seg en vikar for Martine. Vi snakker om Microsoft som skal kjøpe noe stort og en pingvin som er forelsket. Det er noen barn hjemme med oss under opptak så om noen hører en TV i bakgrunnen så er dette helt korrekt. Beklager for det! Håper dere setter pris på episoden. Kilder: Mikrosoft: http://hoaxes.org/archive/permalink/microsoft_buys_the_catholic_church https://www.gnu.org/fun/jokes/microsoft-church.html https://cs.ccsu.edu/~pelletie/local/humor/computers/microsoft/rcc.html https://www.deseret.com/1994/12/31/19150764/it-s-official-microsoft-won-t-buy-catholic-church https://www.heart.co.uk/photos/best-internet-hoaxes-all-time/vatican-museum/ Grape Kun: https://knowyourmeme.com/memes/grape-kun https://www.ranker.com/list/grape-kun-the-penguin/laura-allan https://www.reddit.com/r/todayilearned/comments/8np3ov/til_that_grapekun_a_humboldt_penguin_that_lived/ https://animals.mom.com/the-difference-between-a-male-penguin-a-female-penguin-5019023.html…
I denne episoden får dere høre om Violet Jessop som i 1912 var med Titanic på sin jomfrutur til New York. Violet har vært på flere skip. Lytt til episoden for å høre om denne damen sin spennende historie. Kilder: https://www.nettavisen.no/violet-jessop/titanic/white-star-line/overlevde-tre-titanic-forlis/s/12-95-3373572 https://www.irishcentral.com/roots/history/violet-jessop-disasters https://www.mentalfloss.com/posts/titanic-survivor-violet-jessop-facts https://www.encyclopedia-titanica.org/titanic-survivor/violet-constance-jessop.html https://edition.cnn.com/2013/09/30/us/titanic-fast-facts/index.html https://www.britannica.com/biography/Thomas-Andrews-Irish-ship-designer…
I denne episoden så forteller Maria om en dancing plague som traff en by i 1518. Der begynner en dame og danse og slutter ikke får hun faller om av utmattelse. Denne "sykdommen" sprer seg og snart danser mange flere i gatene. På slutten forteller også Maria om The Ghost boy of Clinton Road. Håper dere setter pris på episoden. Denne er også spilt inn i Spania så noe utfordringer i forhold til lyd har vi hatt. Håper vi har fått fikset dette godt nok. Kilder: https://www.britannica.com/event/dancing-plague-of-1518 https://www.historyextra.com/period/medieval/the-medieval-dance-of-death/ https://allthatsinteresting.com/dancing-plague https://publicdomainreview.org/essay/the-dancing-plague-of-1518 https://www.history.com/news/what-was-the-dancing-plague-of-1518 https://www.bbc.com/culture/article/20220512-the-people-who-danced-themselves-to-death Ghost boy: https://weirdnj.com/stories/clinton-road/…
I denne episoden så forteller Maria en kort historie som Martine har satt sammen med en plot generator på nettet. I tillegg forteller Maria om rare ting på nettet på tidlig 2000 tallet. I denne episoden er det bare Maria og Martine tilstede. Vi har spilt inn noen episoder mens Maria har vært på ferie i Spania og beklager for at lyden ikke er som den bruker å være. Utstyret tilgjengelig i Spania er ikke like bra som utstyret vi bruker i Norge. Kilder: Kilder: Bonsai kittens: https://www.snopes.com/fact-check/bonsai-kittens/ https://www.dailydot.com/unclick/bonsai-kittens-legacy/ https://commonplacefacts.com/2019/04/17/the-great-bonsai-kitten-hoax/ https://turbofuture.com/internet/The-Great-Bonsai-Kitten-Hoax Boese, A. (2006) Hippo eats dwarf! Harvest I love bees: https://halo.fandom.com/wiki/I_love_bees https://www.beyondvideogaming.com/en/products/i-love-bees/ https://en.wikipedia.org/wiki/Alternate_reality_game…
I denne episoden er det bare Maria og Andrea tilstedet. Andrea er med fra Spania og Maria forteller om en mann og hans bavian på slutten av 1800tallet. Håper dere setter pris på episoden og beklager forsinkelsen! Kilder: https://medium.com/lessons-from-history/the-monkey-who-worked-as-an-official-railway-signalman-for-9-years-d398d1742086 http://www.railwayaccidents.port.ac.uk/the-case-of-the-monkey-on-the-railway/ https://historydaily.org/jack-baboon-operated-railway-earned-salary-never-made-mistakes/2 https://9gag.com/gag/aO0PNqD https://www.mentalfloss.com/article/559031/signalman-jack-baboon-worked-railroad-south-africa…
I dagens episode får dere en liten true crime historie fra tidlig 1900 tallet. Håper dere setter pris på episoden. Kilder: https://allthatsinteresting.com/dolly-oesterreich https://digital.library.ucla.edu/catalog/ark:/21198/zz0002pjzb https://www.milwaukeemag.com/the-legend-of-milwaukees-most-infamous-love-triangle/ https://www.imdb.com/title/tt7345284/ https://www.latimes.com/archives/la-xpm-1995-03-20-me-44878-story.html https://medium.com/illumination/locked-room-mystery-the-killer-was-batman-679b8e2a14ce…
I denne episoden har Maria sjekket ut litt om UFO bortføringer og sightings. Håper dere setter pris på episoden. Kilder: https://www.science.org/content/article/memories-space-alien-abduction https://pubmed.ncbi.nlm.nih.gov/18834282/ https://www.birmingham.ac.uk/research/perspective/abducted-by-aliens.aspx https://www.oclc.org/research/wtworldcat/extraterrestrial-abduction.html https://stacker.com/stories/1095/states-most-ufo-sightings https://www.blaze.tv/series/ancient-aliens/history-foo-fighters-no-not-those-ones https://www.radiox.co.uk/artists/foo-fighters/what-does-foo-fighters-mean/ https://www.smithsonianmag.com/air-space-magazine/what-were-mysterious-foo-fighters-sighted-ww2-night-flyers-180959847/ https://www.history.com/news/ufo-sightings-credible-modern https://ny-spi.com/…
I første episode etter sommerferie kommer tre historier i en episode. Vi har to lytter historier til dere og en historie om en by i USA fra 1870 tallet. Håper dere setter pris på episode. Kilder: https://www.messynessychic.com/2021/10/05/once-upon-a-time-in-the-real-westworld-hoax-town/ https://www.ranker.com/list/palisade-nevada-history/melissa-sartore https://www.gbcnv.edu/howh/wildwild.html https://zippyfacts.com/how-did-palisades-in-eureka-county-nevada-stage-a-hoax-to-attract-tourists-in-the-1870s/ https://eurekasentinel.com/2017/09/shoot-em-palisade/ https://www.cracked.com/article_32306_a-wild-west-town-staged-fights-and-crimes-without-telling-tourists.html…
I denne episoden får dere høre en historie som har opprinnelse i Spania og en lytterhistorie om en meget nygjerrig bygd. Håper dere setter pris på episoden. OBS. Nå blir det en liten sommerferie på oss. Vi er tilbake i august. Kilder: https://www.scaryforkids.com/gold-coins/ https://aminoapps.com/c/urban-legends-cryptids/page/blog/gold-coins/kn6g_oYcGugYQ23j5KPPw1jD2oLQKQP05m https://www.wattpad.com/799658546-short-creepy-horror-stories-%E2%9C%94%EF%B8%8F-gold-coins…
I denne episoden får dere del 2 av Hollywood episoden. Håper dere setter pris på episoden. Blair Witch: https://www.history.com/this-day-in-history/blair-witch-project-released https://www.vice.com/en/article/8xzy4p/blair-witch-project-oral-history-20th-anniversary https://www.buzzfeednews.com/article/joshbillinson/blair-witch-project-halloween-horror-movie https://www.slashfilm.com/706913/why-the-blair-witch-project-was-a-nightmare-to-film/ https://www.mirror.co.uk/film/blair-witch-real-truth-behind-8844017 Shirley Eaton: https://www.imdb.com/title/tt0058150/ https://ew.com/gallery/10-debunked-showbiz-urban-legends/ https://www.bbc.com/culture/article/20180716-goldfinger-and-the-myth-of-bond-girl-shirley-eaton-death https://www.messynessychic.com/2013/11/25/how-they-painted-bonds-golden-girl/ https://www.imdb.com/title/tt0655560/ https://groovyhistory.com/shirley-eaton-goldfinger-then-and-now…
I denne to delte episoden får dere høre om historier som har oppstått i Hollywood eller rundt kjente personer. Håper dere setter pris på episoden. Kilder: Richard Gere: https://melmagazine.com/en-us/story/richard-gere-gerbil-incident-story-fact-check https://www.snopes.com/fact-check/richard-gere-gerbil/ https://thestudioexec.com/hollywood-legends-richard-gere-and-the-gerbil/ https://www.mtv.com/news/2816409/richard-gere-gerbil/ https://www.villagevoice.com/2008/10/13/richard-gere-finally-addresses-gerbil-rumor-and-changes-it/ https://www.theawl.com/2012/11/a-complete-history-of-gerbiling-so-far/ Superman: https://www.kqed.org/pop/101544/the-superman-curse-a-look-at-all-the-death-destruction-and-destitution https://www.mygoodtimes.in/entertainment/hollywood/superman-curse/ https://screenrant.com/superman-movie-curse-explained-timeline-history-victims/ https://www.imdb.com/name/nm0000008/bio?ref_=nm_ov_bio_sm https://www.cheatsheet.com/entertainment/what-is-the-superman-curse-and-which-stars-have-fallen-victim-to-it.html/ https://www.mirror.co.uk/tv/tv-news/superman-curse-struck-actors-who-12387108…
I denne episoden får dere høre om historien til Lisbetsæter og en lytters erfaring fra når hun jobbet på plassen. Håper dere setter pris på episoden. Kilder: https://sml.snl.no/sanatorium http://www.lisbetseter.no/ https://tidsskriftet.no/2000/12/medisinsk-historie/lege-eyvind-kraft-jorden-halvveis-rundt-i-1880-arene https://www.enjoy.ly/no/vinasvatnet-rundt-lisbetsatra-764228…
I denne episoden får dere høre en historie om en hendelse som skjer på et fly i 1990. Håper dere setter pris på episoden. Kilder: https://www.nps.gov/wrbr/learn/historyculture/thefirstflight.htm https://anxieties.com/86/flying-howsafe/ https://www.dailymail.co.uk/travel/travel_news/article-8954251/A-BA-captain-sucked-cockpit-window-mid-flight-30-years-ago-lived-tell-tale.html https://www.infobae.com/en/2022/03/19/the-miracle-of-the-pilot-who-in-mid-flight-was-sucked-out-of-a-window-and-the-emergency-maneuver-that-saved-his-life/ https://www.ladbible.com/news/interesting-amazing-story-of-the-pilot-who-was-sucked-out-of-plane-and-survived-20210505 https://www.nzherald.co.nz/travel/image-of-pilot-hanging-out-window-captures-heroic-story-30-years-on/GR2HBBCBUGMOTA7MEYPI7UR54A/ https://www.youtube.com/watch?v=6SI2V_DbCTw https://www.snopes.com/fact-check/pilot-sucked-airplane/…
I denne episoden får dere høre om Hessdalfenomenet. Det er snakk om uforklarlige lys på himmelen i Hessdalen. Håper dere setter på pris på episoden. Kilder: https://www.nationaltheatret.no/forestillinger/arkiv/2018/ufo-bygda/bli-kjent-med-bygda-hessdalen/ https://holtalen.kommune.no/om-kommunen/ https://www.ssb.no/kommunefakta/holtalen https://www.lifeinnorway.net/hessdalen-lights/ https://hessdalsfenomenet.no/ https://www.statskog.no/nyheter/utenomjordisk-hytteopplevelse-i-trondelag https://snl.no/scandium https://www.nrk.no/trondelag/kjempeinteresse-for-a-bu-i-ny-ufo-hytte-i-hessdalen-1.15212899 https://www.nrk.no/trondelag/presenterte-nytt-hessdalsfenomen-pa-forskningskongress-1.13487794 https://visithessdalen.no/nb/hessdalsfenomenet https://www.adressa.no/nyheter/sortrondelag/2007/07/14/UFO-mysteriet-l%C3%B8st-i-Hessdalen-1804354.ece https://www.adressa.no/nyheter/sortrondelag/2017/04/26/Dette-bildet-kan-bevise-fenomenet-i-Hessdalen-14641999.ece https://www.klartale.no/kultur/2021/05/12/norsk-ufo-komedie-kommer-pa-netflix/ https://www.adressa.no/nyheter/sortrondelag/2017/04/26/Dette-bildet-kan-bevise-fenomenet-i-Hessdalen-14641999.ece http://www.hessdalen.org/reports/hpreport84.shtml…
I denne episoden får dere høre en historie om en minibuss tur og en lytterhistorie som Maria har fått fortalt av en lytter. Helt på slutten gjenforteller vi kort en spøkelseshistorie vi hørte i barndommen. Håper dere setter pris på episoden.
I denne episoden får dere høre en historie som Maria har funnet på nettet og Martine forteller en historie hun har hørt da hun var på ferietur. Håper dere setter pris på episoden.
I denne episoden får dere høre den underlige historien til Marjorie McCall og en lytterhistorie hvor ei som jobber som nattvakt på et sykehus ser ting som ikke nødvendigvis vises for alle. Håper dere setter pris på episoden. Kilder: https://www.cultofweird.com/death/margorie-mccall-buried-twice/ http://www.lurganancestry.com/mmccall.htm https://www.bbc.com/news/uk-northern-ireland-46026619…
I denne ukens episode får dere høre en historie om en flodhest på sirkus og en lytterhistorie om en ubuden gjest. Håper dere setter pris på episoden. Kilder: https://www.snopes.com/fact-check/hippo-eats-dwarf/ https://www.jwz.org/blog/2002/12/hippo-eats-dwarf/ http://www.panix.com/~clay/stupid/gulp.html…
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