Sports analogies, you gotta love them. And if you do, you have to hand it to Reprise Media, who unveiled its 3rd annual Super Bowl Search Marketing Scorecard report on how much or how little Super Bowl advertisers converted their brand messaging advertising to traffic to their respective websites. The agency does a great job of packaging otherwise dry material into catchy football parlance. Specifically, “the study looks at how well Bowl advertisers used search to harness the buzz generated by their commercials and drive traffic to their sites.”
By the looks of it, the short answer is still not very.
It should be noted that the rankings have nothing to do with the quality of the TV ads. Some of the ads that ranked low in this report were quite good…
They break up the winners from the losers in four categories:
- Fumble
- Loss of Yards
- First & Goal
- Touchdown!
The exclamation point is courtesy of them, not me. Incidentally, some of the companies with the most brand equity seemed to have come short, such as Ford, Toshiba, Doritos or T-Mobile.
Not surprisingly, online advertisers SalesGenie.com, CareerBuilder.com and GoDaddy.com fared best, along with Blockbuster, Flomax, Snickers, King Pharmaceuticals…
Just a few stats that caught my attention: 90% of the ads did not include a specific call to action prompting viewers to go to the advertiser’s website. Considering the $2M price tag for a 30-second ad, you’d think they would! More interestingly is that only 25% actually bought keywords related to Super Bowl ads… which is somewhat foolish because the incremental cost of doing so is somewhat small but the benefits would include making the investment in the TV ad a lot more worthwhile, but to a Web marketing person, this is obvious.
All in all, some interesting tidbits in Reprise Media’s report, check it out here.
And check out Reprise’s search marketing blog Searchviews here.
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