Dive Brief:

• PepsiCo's sponsorship of this year's Super Bowl game paid off in real life purchases—but not in the way everyone might expect. 
• The brand was able to use official Super Bowl logos in its displays, which is something that survey results from online marketing research firm Instantly show played a significant role in Big Game purchases. 
• According to the results—displayed in an an infographic—37% of shoppers purchased items from an in-store Super Bowl themed display, with 55% claiming the purchase was unplanned. 

Dive Insight:

The findings just go to show that, while ad tech is what marketers like to geek out over, consumers are just as easily persuaded by something that is simply just large and flashy. When asked what makes a good display, over a third of respondents said something "large and impossible to miss."

So while in-store displays may not be the sexiest part of Super Bowl advertising, but it can be the easiest to quantify. In many ways, it's easier to track the impact of an in-store display versus other more popular marketing tactics—like digital ads.