Wix.com is forgoing Super Bowl advertising in 2018, opting instead for digital advertising.
According to Omer Shai, Wix’s Chief Marketing Officer, the company wants to focus on digital campaigns and promote the brand by working alongside influencers. He said Wix would stop all TV advertisements in the second quarter of 2018. For a two-year period (2015-2016), the company spent about $46 million in TV advertisements, which includes advertising during the 2015 and 2016 Super Bowl games.
Wix is working with influencers such as comedian James Veitch, YouTubers Rhett and Link and model Karlie Koss.
The company’s decision comes on the heels of its product Code, which was designed to assist advanced web developers and designers. Shai said Wix wants to showcase the qualities of its new products to designers and developers – not just the masses.
Wix will be expanding in-house marketing capabilities, which is a key source for advertising.
Shai said the company might not totally ignore the Super Bowl, as it may hold a digital campaign to correlate with the big game on Feb. 4, 2018.
In its first Super Bowl ad, Wix portrayed NFL greats Brett Favre, Franco Harris, Terrell Owens and Emmitt Smith as entrepreneurs watching their companies grow with the help of Wix’s services.
Last year, Wix featured Jason Statham and Wonderwoman to-be Gal Gadot.
Here’s the ad: