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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

no stain. no gain.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 [1]” for Tide and “The New Prototype [2]” 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 [3]:

Let’s take a look at some post-game stats from Reprise Media’s Search Marketing Scorecard [4]:

  • 6% of companies included a call to action, asking viewers to visit their websites–a decrease of nearly two thirds from last year
  • 93% did not buy search placement for concepts relating to their ads, including spokesperson names, slogans and taglines. Among the brands that failed to buy featured stars’ names as keywords were Bridgestone Tires (Alice Cooper and Richard Simmons) and Sunsilk (Marilyn Monroe, Shakira and Madonna). Unfortunately, notes Reprise, given that the celebrities are often the only thing that viewers remember about an ad.
  • 74% still neglected to include a call to action on their Web site landing pages, leaving users “directionless.”

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 [5]” 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:

[1] Interview: http://www.youtube.com/watch?v=XmD7joJNE0c

[2] The New Prototype: http://www.youtube.com/watch?v=RauNk2cfkSE

[3] video analysis: http://www.youtube.com/watch?v=pzqSnDWdTpw

[4] Search Marketing Scorecard: http://www.searchviews.com/index.php/archives/2008/02/super-bowl-ads-still-missing-the-online-picture.php

[5] 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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