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Screencast: How the Super Bowl Ads FUMBLED Online
Posted By Anthony Garcia On February 11, 2008 @ 4:26 pm In Accountable Marketing,Articles,Multichannel Marketing,ROI Marketing,screencast | 8 Comments
This year’s Super Bowl ads once again found us scratching our heads. If you’re going to spend $2.7 million for 30 seconds of air time in order to send people to a website, why not sell them your product once they get there?
In this screencast, we’re going to show you how two brands — Tide to Go and Under Armour — continue to miss out on converting browsers into buyers, even after the post-game traffic surge is over. Depending on who you ask, these sponsors’ ads (“Interview ” for Tide and “The New Prototype ” for Under Armour) were pretty decent. The products don’t seem to be the problem, either.
Nope. What we have here is a failure to convert. So, much like the New England Patriots are doing right now, let’s see what we can learn from some video analysis :
Let’s take a look at some post-game stats from Reprise Media’s Search Marketing Scorecard :
These figures are important because they illustrate a common misconception among multi-channel marketing campaigns: While the TV ad’s success can be measured by the traffic it drives to the website, the traffic alone is meaningless. When visitors can’t convert, you lose.
Want help converting online? Download “10 Tips to Start Optimizing Your Site ” for free!
Article printed from Conversion Rate Optimization & Marketing Blog | FutureNow: http://www.grokdotcom.com
URL to article: http://www.grokdotcom.com/2008/02/11/2008-super-bowl-ads-fumble-online/
URLs in this post:
 Interview: http://www.youtube.com/watch?v=XmD7joJNE0c
 The New Prototype: http://www.youtube.com/watch?v=RauNk2cfkSE
 video analysis: http://www.youtube.com/watch?v=pzqSnDWdTpw
 Search Marketing Scorecard: http://www.searchviews.com/index.php/archives/2008/02/super-bowl-ads-still-missing-the-online-picture.php
 10 Tips to Start Optimizing Your Site: http://www.futurenowinc.com/10Tips/?utm_source=GrokDotCom&utm_medium=Post&utm_content=Link-1269&utm_campaign=10tips
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