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Super Bowl Ads’ Success Measured Online

Written on

Jan 29, 2008 

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Sarah Novotny  |

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Super Bowl Ads’ Success Measured Online

With the Super Bowl coming up on Sunday, the buzz in the advertising world is growing louder and louder. The price of a thirty second spot is $2.7 million and with the writer’s strike, other advertising opportunities have grown slim which makes Sunday even more of a “high-rollers” game in the ad world.

Despite these circumstances though, many marketers are still jumping at the chance to reach 90 million people in one shot says the AP. Online advertising is really good for niche markets and highly targeted advertising, however it is still large events such as the Super Bowl, the Olympics, the Oscars and so on, that pull in the viewership of tens of millions.

Andy Donchin, director of national broadcast at Carat, a major buyer and planner of advertising said to the AP, “There are so few media vehicles out there that reach that size audience that there’s still a big value in not only reaching so many people but in such an engaging manner.”

Donchin continued that results from online advertising usually solidifies the value of advertising to large audiences with television spots based on the increase in traffic on a brand’s site after the ad has been played.

The attraction to this kind of ad spending was explained by Allan Lindsay, senior director of marketing for Kraft. He stated to AP that “If we really wanted to accelerate our growth, we needed to think bigger. We wanted the big platform to get our message out there… and it’s a natural venue to do that.”

It will be the response from the blogosphere and the influx of online traffic that will determine the immediate results of any given campaign on Sunday. This fact is undeniable evidence of the strengthening marriage between traditional and digital media.

Tags: blogs, digital-media, marketing, Super-Bowl, television, traditional-media and websites

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