Football was the main attraction during yesterday's Super Bowl XLVI, but the commercials in between the plays also captured many viewers' attention. The mobile industry was front-and-center during many of those commercials as it attempted to get some Super Bowl attention with a range of mobile-focused ads and technologies. It's no real surprise that advertisers are keen to tap into users' mobile interests; nearly 40 percent of respondents used mobile devices in response to TV ads during the game, according to mobile ad network provider InMobi, and 45 percent estimated that they would spend 30 minutes or more on their mobile devices during the game.
Click here to watch the Best Buy ad and other mobile-focused Super Bowl ads.
Perhaps the best example of the mobile trend during the Super Bowl came from Best Buy, which is working to expand sales of mobile phones and smartphones through its retail locations. The company used its 30 seconds of Super Bowl glory to showcase mobile innovators--including Instagram founder Kevin Systrom and Shazam creators Chris Barton and Avery Wang--in an effort to highlight the continued advances in mobile technology. The unspoken point, presumably, is that Best Buy is aware of trends in mobile technology and is well suited to help shoppers determine which phone to buy.
Another major step forward in the mobile technology trend came from website vendor GoDaddy, which displayed a QR code during the entire duration of its cloud-focused Super Bowl commercial.
But Super Bowl ads weren't the only place where mobile shined. The game was available on Verizon Wireless (NYSE:VZ) phones through its NFL Mobile app. And for those not on Verizon, the NFL itself created the free Super Bowl XLVI Guide app for viewers to obtain information on the game's teams and players. There's even a $1.99 app for iOS devices that allows users to view Super Bowl commercials and share them with friends.
Special Report: Mobile highlights in Super Bowl commercials
Cablevision to sell Super Bowl gear with Shazam, Delivery agent
Shazam enables second-screen interaction for half of Super Bowl advertisers
Time Warner buys Super Bowl spot to kick off 'Enjoy Better' campaign
Verizon launches Smartphone App Pack in time for Super Bowl XLVI
Streaming Super Bowl ads top cost of broadcast ads