(gbn/ma) Super Bowl Advertising, 2 dots vs 17 coms
According to what I just heard on the news, 17 "dot.coms" are advertising during the Super Bowl this year. Last year only two advertised.
One- ourbeginning.com- advertising this year had annual revenues of only $1 mil, and was spending $2.2 mil on their 30 second spot. All the dot.com competing for time slots have pushed the slot price up to an all time high.
The CEo of this company that only has received 10,000 hits said that this was what they needed to do to direct traffic to their web site. Let me repeat, direct traffic to their website. The CEO said his company could easily handle ten times the traffic.
Now all these dot.coms saw what with Monster.com's (450% increase in traffic) last year, and think the same thing will happen to them. Namely "brand" name recognition from being placed in front of the eyes of 125 mil viewers watching the Bowl game, who- in theory- will remember the site name and go to their web sites.
Only rub is that Monster was one of two new brand names. Other brands advertised were primarily household names like Fed-x, Pepsi, et cetera. Monster's was only one creative ad to remember. Now instead of two, there are 17 !!.
Two hours after the game, I wager people will only be able to recall two or three, and those will probably be the ones that they've already heard of because so many are vying for your attention.
A comparison would be remembering what programs were on the televison on a specific night when there were three stations as opposed to having cable with 30 stations instead.
More competition for your attention means less attention.
Each and every one of these dot.com thinks that there ad will be clever enough to rise above the visual orgy. Unfortunately for many this year, it won't
I heard a survey mentioned on the news or NPR during Christmas time, and that report said that only 15% of these new dot.com ads made any impression during the holiday season. The ads people seemed to remember when asked to recall were primarily just those of Amazon, and per Amazon's lay-offs today- you see what good Amazon's ads did for them.
Probably next year there will be fewer dot.coms running
these ads to these expensive slots after their ads fail to direct the anticipated traffic to their respective sites.
MEANWHILE TSIG.COM GOT PAID BY COCA COLA'S DIVISION FOR PROMO CARDS WHICH WERE PROMOTED BY COCA COLA. .
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