iMedia Connection: Super Bowl TV Ads Use Paid Search

iMedia Connection: Super Bowl TV Ads Use Paid Search: "Reprise Media released their annual Search Marketing Scorecard with interesting results in paid search advertising.

Along with listing its advertising touchdowns (GoDaddy.com, Snickers, Blockbuster) and fumbles (Doritos, T-Mobile, Ford F-450) on game day, they noted that 58 percent of television advertisers backed their campaigns with paid search placements against their brand name.

While Reprise noted the 16 percent increase from last year they also noted that 70 percent of sites which purchased terms had no clear association on their landing sites with their Super Bowl campaigns. Concurrently, while most Super Bowl ads included their URL in their commercials, 90 percent failed to issue a call to action to ask users to visit their site.

Clearly, advertisers note the significance of pulling traffic to their sites from their commercials but failed to communicate with visitors once they got online. Only 31 percent of advertisers integrated content with their Super Bowl commercial and a mere 47 percent provided an online copy.
'Super Bowl advertising has always been about "