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The INSIGHT blog is brought to you by the executive consultants and partners of EyeTraffic Media. Our ever-evolving blog forum offers independent commentary and reflection on the application of interactive marketing and the penetration of new media.
Tuesday, February 06, 2007
Super Bowl Ads Still Looking For A Hail-Mary
Author:
George Assimakopoulos
Principal Manager
So BudLight got you to laugh with Rock, Paper, & Scissors. FedEx has you now believing that "ground" service means "fast". And Snickers made you re-think about ever sharing a candybar again. Yet after all the laughs, all the brand-building, and the MILLIONS that were spent for 30 second ads - most advertisers forgot one of the most important sales fundamentals: the follow-through to search-marketing.
Advertising Age summed it up well in their recap of Super Bowl ads...
"Neither Doritos nor GM -- or the NFL, for that matter -- bought search ads around their Super Bowl creative, despite creating huge PR buzz beforehand with the contests. No paid search from Doritos meant that after the game, when people went to Google to search for "Doritos super bowl ad," there were no sponsored search results for the Doritos-backed microsite that housed the content. Instead, paid search results from CBS Sportsline and YouTube showed up at the top of the page, and searchers could as easily have clicked on those than find the marketer's branded page in the organic (or non-paid) search results. The same was true for the term "GM super bowl ad," except the YouTube and CBS Sportsline paid search results were joined by ones from Edmunds.com, InsideLine.com and CarSpace.com."
The good news according to Advertising Age is that the overall number of marketers buying keywords around their brand name during this year's Super Bowl was up from last year - rising to 61% from just less than half a year ago. But until Fortune 500 companies embrace closed-loop marketing tactics better - the biggest upset on Super Bowl Sunday will be to advertisers whose consumers forget their $2.6 million 30 second ad as soon as the game ends. Not buying search terms around the ad lets people head to an aggregator site, and marketers miss out on potential traffic to their own sites.
George Assimakopoulos
Principal Manager
So BudLight got you to laugh with Rock, Paper, & Scissors. FedEx has you now believing that "ground" service means "fast". And Snickers made you re-think about ever sharing a candybar again. Yet after all the laughs, all the brand-building, and the MILLIONS that were spent for 30 second ads - most advertisers forgot one of the most important sales fundamentals: the follow-through to search-marketing.
Advertising Age summed it up well in their recap of Super Bowl ads...
"Neither Doritos nor GM -- or the NFL, for that matter -- bought search ads around their Super Bowl creative, despite creating huge PR buzz beforehand with the contests. No paid search from Doritos meant that after the game, when people went to Google to search for "Doritos super bowl ad," there were no sponsored search results for the Doritos-backed microsite that housed the content. Instead, paid search results from CBS Sportsline and YouTube showed up at the top of the page, and searchers could as easily have clicked on those than find the marketer's branded page in the organic (or non-paid) search results. The same was true for the term "GM super bowl ad," except the YouTube and CBS Sportsline paid search results were joined by ones from Edmunds.com, InsideLine.com and CarSpace.com."
The good news according to Advertising Age is that the overall number of marketers buying keywords around their brand name during this year's Super Bowl was up from last year - rising to 61% from just less than half a year ago. But until Fortune 500 companies embrace closed-loop marketing tactics better - the biggest upset on Super Bowl Sunday will be to advertisers whose consumers forget their $2.6 million 30 second ad as soon as the game ends. Not buying search terms around the ad lets people head to an aggregator site, and marketers miss out on potential traffic to their own sites.
posted by Eye Traffic @ 11:23 PM 
1 Comments:
Hello George,
I found it interesting (and surprising) that these major companies who dished out all this advertising money for their 30 second ads did not do some follow-up advertising on the internet with what you mention as paid search-results or the buying of keywords. Kind of makes them look like they wasted some serious time and money.
With more and more people realizing the value of buying advertising space, keywords, etc on the internet do you feel that Google's acquisition of DoubleClick, whose AD revenue is currently at $300 million a year, could not have been timed better? I have a feeling that the $300 million revenue/year is going to dramatically increase over the next few years. Just wanted to hear yours and perhaps Dino's thoughts on that deal. Thanks
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