Scoring the Super Bowl
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Written By Kate Zimmermann | January 29, 2007 | Share This
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On Friday, Stuart Elliot from the NYTimes wrote about the surge in Search Engine Marketing during this year’s Super Bowl. Writes Elliot,
“One of the most traditional ways to peddle products, the 30-second TV spot, is being made relevant again by the explosion in nontraditional media choices.”
In other words, websites, youtube clips, promotional text messages, blogs and other new media are as much a part of today’s Super Bowl ad as the 30-second spot itself. He goes on, quoting Steven Schreibman, VP for advertising and brand management at Nationwide Financial,
“The Super Bowl is the only media property where the advertising is as big a story as the content of the show, so you want to see how much you can leverage it.”
Ian Schafer , CEO of Deep Focus, also wrote an article for ClickZ about what kind of ads to expect this year. One of his predictions is,
“Metrics-Driven Success Stories Will Abound
Many advertisers will issue press releases, grant interviews, and generally gloat about the their spots’ post-game performance: the traffic to Web sites that was generated and the number of views. The problem is lots of this data will be unfounded and inaccurate. Numerous advertisers will claim victory. But someone, at least one third party, will deliver a definitive, detailed report on spots’ performance after the Super Bowl. My money’s on one search engine or SEM firm, and one video sharing Web site that will stand out from the rest.”
We’re fairly hopeful that Ian was referring to us. After all, for the last three years, Reprise Media has released an annual study we refer to as the Super Bowl Search Marketing Scorecard. The Search Marketing Scorecard ranks advertisers based on their ability to integrate the offline and online components of their campaigns through search. At $2.6 million a spot, Super Bowl ads have to pay for themselves across multiple kinds of media. As the NYT article quotes, “the Super Bowl makes wonderful sense if you think of it as a springboard to other things.” In today’s internet-driven economy, “other things” invariably means the advertiser’s online properties - the website, the video, the user feedback, etc. Nearly 80% of all online traffic starts at a search engine - which is why Search engine marketing is a necessary part of any Super Bowl campaign.
We conduct a comprehensive study that tracks each advertiser’s use of search in their TV ads and evaluates their efforts across a number of different best practices, including: Keyword selection, landing page creation and integration, advertising copywriting, commercial messaging and user experience.
With user-generated ad spots running for Doritos and the NFL, we expect this year to have a particularly strong search marketing emphasis. Search will be essential for these experimental commercials to be considered a success, as engaged customers are more likely than ever before to go online for more information. Searchviews will run a series of blog posts in the week following the Super Bowl, to present a play-by-play recap of Winners, Losers, and emerging trends. We hope you’ll tune in!
Topics: Advertising: Distribution, Advertising: Offline, Advertising: Online, Featured Item, Media Convergence, Reprise Media, SEM: Ad Creative, Search: News, Social Media |
I have noticed that there was alot of homemade commericals made this year for the super bowl and some really cool ones.