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Why a B2B startup is placing a bet on a $7M Super Bowl ad
Papaya Global bought a Super Bowl ad slot with the hope of the commercial driving brand recognition for the software company.
Standing out was a big piece of why Papaya decided to do the Super Bowl ad, according to the company’s VP of brand and communication, Jessica Malamud. Hila Perl, the director of communications at Papaya, said that the company isn’t thinking about the ad as a direct lead-generation strategy. David Lee, the chief creative officer at Squarespace, told TechCrunch that the company decided to run those ads because it felt like it had a great product that no one had ever heard of.
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