Why continue—or even increase—spending if it’s not generating positive results? As odd as it might sound, the answer is because you’re likely not spending enough to get the returns you want.

To win big with Super Bowl advertisements, ads needs to shine long after that 30-second spot. While an ad during the Super Bowl is typically a strategy to boost brand awareness, that ad spot must be considered as part of a more robust campaign strategy, so consumers are nurtured long after game day is over.

To help achieve brand goals, marketers should conduct ongoing media planning throughout the year, versus only once at the start. That puts key audiences at the center of marketing efforts.