Israeli Internet company Wix.com Ltd. (Nasdaq: WIX) will air an advertisement during the broadcast of the Super Bowl professional football final in 2016, following its Super Bowl ad in 2015, which featured former stars in the league. The Super Bowl is one of the most widely viewed broadcasts in the US.
Cofounded and managed by CEO Avishai Abrahami, Wix developed a platform for easy construction of websites designed mainly for small and medium-sized businesses. The company today reported that it had decided to advertise again in the Super Bowl broadcast, following the success of its 2015 campaign. In the current campaign, however, Wix has chosen a creative partnership with DreamWorks Animation, instead of working with an advertising firm.
The company said that all the elements of the campaign the advertisement, the special Internet content, and its activities on the social networks would be developed and produced jointly by the creative teams of Wix and DreamWorks Animation, the producer of animated blockbusters such as Shrek, Madagascar, How to Train Your Dragon, etc.
"Last year, we advertised in the Super Bowl for the first time, and our campaign enabled us to reach over 300 million people all over the world, in addition to 114.5 million who watched the ad during the game. With exposure like this, the decision to return to the Super Bowl was obvious, but we wanted to do it in a special innovative and creative direction," said Wix VP marketing Omer Shai. "Joining forces with DreamWorks Animation enables us to do this, and to deliver our message effectively. Today, every knows that a business presence on the Internet is obligatory, but what people don't necessarily realize is that by using the right platform, the process of creating such a presence will be simple and enjoyable, and the product will be professional and exciting."
Wix has a $907 million market cap. The company did not report the cost of its 2015 Super Bowl campaign, but its 2015 marketing expenses grew 27%, compared with the preceding year. At the same time, the company's revenue rose 46% to $147 million, and it made a profit on an adjusted EBITDA basis. The number of its users rose 34% to 72 million, and the number of its paid users was up 46% to 1.64 million.
Published by Globes [online], Israel business news - www.globes-online.com - on December 16, 2015
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