You know the drill: this Sunday, we’ll congregate around high-def behemoths to watch The Big Game 30 seconds at a time. Suddenly everyone’s an art director, and your friend who willingly drinks Miller Lite will question the creative choices of the 77 slots filled by top brands—and judge whether they justified $5.6 million worth of airtime.

While we’d never admit it aloud, that knucklehead does have a point. Are half-hearted snorts and pulled heartstrings really worth the short-term investment?

We know: it’s exciting to celebrate the quick wins. And with Forbes’ quasi-apocalyptic prediction that CMOs are in a “desperate fight for survival,” it’s tempting to focus on instant gratification, whether a buzzworthy ad in the Big Game or moving all your money into digital. Keeping it short-term helps brands measure activations immediately, which comes in handy (and saves some butts) when execs are under pressure.

But being shortsighted and chasing the latest trends can also mean customers’ loyalty and trust take a hit. The proof’s in the seven-layer dip: the U.K.’s Institute in Advertising analyzed 500 case studies over 20 years and found that long-term campaigns were three times more likely to increase profit.

Much like assembling your game-day buffet, it’s all about balance.

Your marketing efforts will always have to show results. But the key to success (in 2020 and beyond) is maintaining a focus on long-term brand building while also responding to the demands of growth. Consumers’ B.S. meters are more fine-tuned than ever, and their purchase decisions are increasingly influenced by a brand’s values and the context in which their messaging appears.

Embrace an approach that considers the long-term impact of this short-term investment. It’s great to capitalize on trending moments to take a creative risk—provided you connect emotionally with your target and support your brand’s value proposition.

(You know, something to keep in mind for your multi-million dollar spot next year.)

Enjoy those 46 minutes of expensive ads, everybody!

—Your always-rooting-for-the-ads friends at Brokaw

The key to success (in 2020 and beyond) is maintaining a focus on long-term brand building while also responding to the demands of growth.

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