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blueliner is a New York City Interactive Marketing Firm that covers everything from Search Engine Optimization to Affiliate Marketing Research.

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SuperBowl Ad Wrap-Up: Ad Awards for Best Online/Offline Integration

Written on
Feb 8, 2006 
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blueliner  |
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SuperBowl Ad Wrap-Up: Ad Awards for Best Online/Offline Integration


Trends
This year’s Super Bowl featured a lot more movie advertising than the norm. We counted 10 movie spots. As things get more competitive at the box office, going for broke during seems to be the call this year. ABC also did a fantastic job promoting its own shows, most notably Desperate Housewives, LOST and Grey’s Anatomy, using some excellent marketing tactics [see Best Celebrity Endorsement Award above].

Another noticeable trend is in how many times Super Bowl ads will get replayed this year. Ad replays will be at an all-time high this year, because of the higher percentage of people who have broadband connections, overall ease of Internet file-sharing, downloading and connectivity and greater online advertising for keywords linking to replays of Super Bowl ads. More people than ever will see these ads, whether or not they watched the game, which bodes well for the advertisers. Advertisers have to squeeze everything you can out of a $2.5 million investment, right?

Early Statistics
Although Akamai, Tivo and other measurement services have yet to release their official metrics reports, we still have some good data to work with here only two days after the game. For example, comScore Networks, a global information provider for marketing companies, conducted a poll which measured several factors, including which ads viewers would want to see again. Bud/Bud Light captured the top spot with more than 50 percent of respondents reporting they would like to see the ads again. The FedEx cavemen spot was the second favorite (28 percent), followed closely by Pepsi/ Diet Pepsi, which received 22 percent of the vote. Rounding out the top five favorite ads were Burger King (15 percent) and GoDaddy.com (14 percent). Blueliner’s Super Bowl Ad ROI Marketing Report will cover all bases, in terms of statistics and campaign effectiveness.

To view the Super Bowl commercials for yourself, click here. (http://sports.aol.com/nfl/superbowlads)

For a full graphical analysis, visit Blueliner’s Superbowl Scorecard…





Reader Comments.

Out of curiosity, spawned by this article I went to Google.com and typed in “CareerBuilder.com super bowl commercial.” The results returned did indicate some very smart search marketing—smart competitive search marketing that is. While CareerBuilder.com ranked high amongst organic results, the top right-hand sponsored listing that caught my eye was the listing “Don’t Monkey Around” placed by CareerBuilder’s strongest competitor’s http://www.Monster.com. Now that’s a novel idea. Don’t pay the millions for the TV super bowl ad spot, but leverage off of your competitors anticipated search trends for added exposure.
A word of advice for anyone interested in using competitive advertising: refrain from using trademarked terms. They are prohibited from use on many Pay Per Click engines and observably, legal problems could arise with the competing company who owns the trademarked term.

Posted by Tiffany Guarnaccia | 2:46 pm on February 8, 2006.

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