# 638: What's the ROI on those Big Game Ads? Featuring Nataly Kelly, CMO at Zappi

Much is made about the creative decisions in ads for the Big Game, but how does all that money, those requisite celebrity cameos, and everything else that goes into these multi-million dollar investments translate into Return on investment?

Today we’re going to talk about what the numbers tell us from all those high-profile ads and who the winners and losers of the Advertising Bowl are in 2025.

To help me discuss this topic, I’d like to welcome Nataly Kelly, CMO at Zappi, who unveiled their annual Super Bowl Ad Success report on Monday. We’re here to talk about the approach, the results, and what those results mean for brands that invested a lot of money - and time - into their campaigns.

About Nataly Kelly

I help companies unlock global growth

For more than two decades, I have helped scale businesses across borders, as an executive at B2B SaaS and MarTech companies.

I’m Chief Marketing Officer at Zappi, a consumer research platform.

I spent nearly 8 years as a Vice President at HubSpot, a multi-billion-dollar public tech company, driving growth on the international side of the business.

Having served as an executive at various tech companies, I’ve led teams spanning many functions, including Marketing, Sales, Product, and International Ops.

I’m an award-winning marketing leader, a former Fulbright scholar, and an ongoing contributor to Harvard Business Review.

I love working with interesting people and removing barriers to access.

RESOURCES

Zappi website: https://www.zappi.io/web/

Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom

Listen to The Agile Brand without the ads. Learn more here: https://bit.ly/3ymf7hd

Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show

Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com

The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow

The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company