The Super Bowl marks one of the biggest sporting events in the world, but for marketers it represents one of the most challenging opportunities of the year. With ads costing upwards of US$2 million for a 30 second spot, marketers need to make sure they are making a big impression. So how did they fair this year? Reprise Media have released this years Super Bowl Search Marketing Scorecard, which rates how likely consumers are to go and ‘Google’ the products they have just seen.
Each Super Bowl advertiser is reviewed across TV, search and their website to determine who created the most ‘buzz’ from each commercial to drive visitors to their site. The scorecard puts Pizza Hut, Snickers and GoDaddy.com in the touchdown box, but Ford, Doritos and T-Mobile in the fumble category.
Overall, the report details that “advertisers made strides in integrating their offline and online efforts this year. However, there were still a significant number of missed opportunities”. It also notes, “advertisers continued to overlook the value of having a strong call to action in their commercials. While a majority of companies provided URLs during their ads, less than 20% actually gave viewers a compelling reason to visit their websites.”
Aside from picking the winners from the losers, the report also included some interesting stats:
- Nearly 60% of advertisers were buying placement in paid search against their brand name, a 16% increase from ’06
- 3/4 of companies didn’t integrate any recognizable elements from their TV commercials into their search ads
- While most TV commercials included a URL nearly 90% lacked a specific call to action asking users to go there
- 1/4 of companies purchased terms related to the big game, such as “Super Bowl Ads”
- 70% of the landing pages surveyed for this study didn’t have any clear association with the Super Bowl ads that triggered them
So it looks like there is still considerable room for improvement from most Super Bowl advertisers when integrating their online and offline campaigns. Let us know which ads you loved and those that drove you to search online!