Super Bowl Advertisers Missed Opportunities

I know, I could use all sorts of football metaphors here, but I'll skip that to get to the story. Reprise Media published its third annual Super Bowl Scorecard yesterday, looking at how TV advertisers integrated search into their media plan.

The short answer: most of them did some search marketing, but very few did enough.

Reprise discusses the results on their SearchViews blog, and I've posted more on it in a story at ClickZ News.

Our own Chris Boggs did his own assessment of the “URL visibility factor” of the ads in the SEW blog yesterday, and will talk about the organic results of Super Bowl advertisers in today's SearchDay.

About the author

Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.

Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.

With a combination of real-world marketing experience and years of business journalism, Kevin brings to ClickZ a unique ability to deliver news and training materials that help online marketers do their jobs better.