GoDaddy Claims Super Bowl Success Amidst Criticism
Super Bowl shock advertiser GoDaddy claims to have seen a 70% spike in revenue to its domain name registration business on the Monday after the big game despite criticism.
Reprise Media released its annual Super Bowl campaign scorecard, giving the thumbs-down to several advertisers including Doritos, which ran an entirely user-created ad. According to Reprise, most advertisers neglected to tie their TV spots into any sort of online component.
More than half of Super Bowl advertisers supplemented their TV ads with keyword-based search ads, but a full 90% of them gave no compelling reason for a TV viewer to visit the company’s website. Reprise also noted that most of those so-called “integrated” campaigns used different elements and images from their online counterparts and so were not able to carry over any sort of brand message.
“We were really surprised that the automakers still did very, very poorly. They definitely completely, completely missed out on the cross-channel visibility,” said Reprise managing partner Josh Stylman in an interview with MediaPost. Reprise did, however, give high marks for Snickers (now-pulled after criticism from associations including GLAAD) and CareerBuilder, along with GoDaddy.
“As my dad used to say, the proof of the pudding is in the eating. Just look at the numbers,” celebrated CEO Bob Parsons in a statement. GoDaddy also reported a dramatic increase in the number of new customers.
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