Akamai Measuring Super Bowl Web Traffic

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Internet traffic delivery service Akamai has posted its Net Usage Index for Advertising in preparation for the Super Bowl on February 4th. The service is ready to reveal the real-time nuances of advertising web traffic before, during and after the big game.

Through its global network of servers, Akamai manages web traffic for many large and small brands including Yahoo, Google and Microsoft. Like Akamai’s indices for News, Music and Retail, the Net Usage Index for Advertising measures website traffic on-the-fly and updates itself about every five minutes with real time data.

“The Super Bowl presents an opportunity for companies to not only build brand awareness, but engage consumers in a variety of ways long after the advertisement airs,” said Akamai VP of marketing Brad Rinklin in a statement. The Advertising Index will reveal up-to-the-minute traffic reports for Akamai-powered sites from Super Bowl advertisers like Anheuser-Busch and GoDaddy.com.

With mainstream advertisers adding user-generated content and internet-distributed video to their campaigns, these kinds of stats are invaluable, said Rinklin. “Integrating an online component into the ad can significantly increase consumer interactivity and ongoing residual benefits, as well as offers the ability to measure the ad’s effectiveness.” Frito-Lay and General Motors are both running Super Bowl ads created with input from users.

During the game, the Akamai Index will show regularly updated traffic statistics for each quarter and during halftime.

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