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Super Bowl Advertising

Labeled as discuss in General Domain Discussion started by garptrader, Feb 3, 2019.

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  1. garptrader

    garptrader Top Member VIP ★★★★★★★★★★

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    Coin toss over and they go to a commercial. The first ad I see is YoutubeTV but no domain mentioned - assumed to be .com?
     
    The views expressed on this page by users and staff are their own, not those of NamePros.
  2. garptrader

    garptrader Top Member VIP ★★★★★★★★★★

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    First break domains noted...

    sparked seltzer no domain or social media account noticed
    M&ms no domain mentioned
    Hulu - no domain
    Apple Bumble - no domain
     
  3. garptrader

    garptrader Top Member VIP ★★★★★★★★★★

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    Next break
    Hyundai no domain
    Turkish Airlines no domain
     
  4. garptrader

    garptrader Top Member VIP ★★★★★★★★★★

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    This far I am not impressed with the Super Bowl ads .They do not inspire me to purchase the product or inform how to do so. Ok they have to be brief due to the cost but my view is these ads were largely a waste of money. What consumer mindshare was gained per dollar of cost involved?
     
  5. garptrader

    garptrader Top Member VIP ★★★★★★★★★★

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    Next break
    Olay no domain
    Doritos Nachos no domain
    Pet Comfort feeding system - Weathertech.com
     
  6. garptrader

    garptrader Top Member VIP ★★★★★★★★★★

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    Next
    Marvel studios no domain
    Bud Light no domain
     
  7. garptrader

    garptrader Top Member VIP ★★★★★★★★★★

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    Next break
    Fast & Furious ----movie.com
    Expensify no domain
     
  8. garptrader

    garptrader Top Member VIP ★★★★★★★★★★

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    1st quarter break
    Pepsi no domain
    Simplisafe no domain
    T-Mobile no domain
    Audi small print mentions Audiusa.com

    Ok so many brands are not mentioning the domain and I have seen none thus far mention a social media account. I am not going to track the entire game but we have an idea how advertisers are promoting their brands.
     
  9. Internet.Domains

    Internet.Domains Top Member VIP

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    Crazy how many commercials are not showing a domain.

    So far the winner is Google.....geesh
     
    Last edited: Feb 4, 2019
  10. creataweb

    creataweb Some Guy with Awesome Senior High School Photo VIP ★★★★★★★★★★

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  11. Internet.Domains

    Internet.Domains Top Member VIP

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    Just saw one that visually showed boldly while mentioning it. WeatherTech.com is the winner.
     
  12. 3sixty

    3sixty Established Member

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    The majority of brands advertising at the Super Bowl already have enough brand equity that they do not need to display their domain name.
     
  13. Bob Hawkes

    Bob Hawkes formerly MetBob NameTalent Gold Account VIP

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    Thanks so much for tracking all of these @garptrader ! I had meant to buy fell asleep! I like more offence, especially hoped Rams would win.

    Re the ads, I agree that these were not overall as good as some other years. Surprising, and perhaps concerning, that so few actually showed a domain name anywhere. Seemed far fewer tech ads than some years in past (have not checked numbers but it seemed that way to me).

    Bob
     
  14. Corey

    Corey bonus space available Gold Account VIP ★★★★★★★★★★

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    What about the CBD ads?

    Cheers
    Corey
     
  15. Recons.Com

    Recons.Com Top Member VIP

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    That is the beauty of dotcom. If you own exact match you don’t need to mention it.
     
  16. WatchDogue

    WatchDogue Top Member VIP

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    Appreciate your observations and reports!

    We enjoyed the WeatherTech.com ad as we have a few of their pet products.

    Overall IMO most ads were non-memorable and non-inspirational regardless if a domain name was provided for further info or purchase.
     
  17. Bob Hawkes

    Bob Hawkes formerly MetBob NameTalent Gold Account VIP

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    While there is certainly a lot of truth in this, I am not sure there is not value in some sort of mention in certain cases. For example, one of the SuperBowl ads was for Hyundai. If I enter that into a search, it takes me to HyndaiCanada.com, perhaps their wish for me, but not any follow up to the ad at all. The second site is my local city Hyndai dealership site.

    If I force it to Hyndai.com then yes I go to the global site, that could go anywhere in the world, but not any specific ad that links into their current campaign (at least not directly). I need to chose from one of a number of menus and then select one object to find a promotional video.

    If I compare this to the campaign that Apple ran after the last iPhone introduction, using their branded domin extension, experience.Apple it went directly right to the marketing video promoting their new product (of course everyone knew to go to Apple.com for all the usual things). Also, if I wanted to tell someone about it on Twitter, I just write something like "I saw this really effective video promoting the new iPhone, it is at experience.Apple if you want to look" If I write exactly that, with the period, in a Tweet it becomes hot clickable with no further action taking me right to the campaign.

    Research suggests you need to see something 7 times for it to have much impact. Yes, maybe they will see the ad 7 times on TV, but if they make it easy to see the ad online, through a link or hashtag, they increase the chance of social sharing and reaching the level where it has an impact.

    Anyway, just my thoughts. No doubt people can readily find the website for essentially all of the advertisers. But I think they have missed opportunities to be more nuanced and directive.

    Bob
     
  18. Internet.Domains

    Internet.Domains Top Member VIP

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    The problem with not clearly displaying a domain in an advertisement is that you run the risk of potential customers using Google. When you go through Google than competition can show and become an influencing factor.

    It is always best for a potential customer to be directed to a clean message without outside influences. Using a domain properly achieves this.
     
  19. JB Lions

    JB Lions Top Member VIP

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    I think these companies probably did a lot of research on this kind of thing. What most pointed out, .com is a given, especially companies that have Suberbowl type budgets.

    Using the Hyundai example with Google.

    First result where I'm at is HyundaiUSA.com - commercial on front page.

    Second result mycityHyundai.com - local site

    The page is all Hyundai, no outside influences. Somebody looking for a Hyundai isn't going for a Benz instead.
     
    Last edited: Feb 4, 2019
  20. Internet.Domains

    Internet.Domains Top Member VIP

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    When I type Hyundai in Google I also get a section that says "People Also Search For" Toyota, Kia, Nissan, Ford, etc.

    I don't see any research showing that is good use of advertising. If someone could supply that research it would be fascinating to read.
     
  21. JB Lions

    JB Lions Top Member VIP

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    They're marketing their own brand. So where ever you go to look, they'll come up first. You see that in Google, people also search for, that's normal for any brand. At the end of their commercial online, they actually have a link to visit Hyundai.com. I trust they've done their own research on this, much deeper than anybody here. You haven't shown any research that it's bad. I'd be interested to see the research you supply on that.

    I do think it's funny that vegans got triggered over this commercial.



    This one seems to be one that most people liked, the NFL's own commercial. Dripping in stars.

     
    Last edited: Feb 4, 2019
  22. Bob Hawkes

    Bob Hawkes formerly MetBob NameTalent Gold Account VIP

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    My first page of Google is similar to what you describe @JB Lions - except localized for Canada. So yes, if I was wanting to go to Hyundai it is not a problem and they dominate first page (I drive a Hyundai so possibly past search makes my page more concentrated).

    But I agree with @Internet.Domains that they have lost the opportunity to control the message by going to Google. First of all, I am not directed to the current campaign Second, I like @Internet.Domains also get a section on the right saying that others search for Toyota, Kia, Ford, etc. Worse than that though, on page one are two YouTube hits for videos where vegan groups are objecting to the content of the Hyundai SuperBowl ad.

    I fear that the absence of domains are an indication of a lessening importance, in some eyes, of domain names. They simply assume correctly that the vast majority of people will not enter any domain name but use Siri or Alexa or Google or similar to take them where they want to go.

    If I look at Google Trends data on the term 'domain name' it appears about 1/5 as often now as it did in 2004 (although seems to be constant over the past year). I hope I am wrong, but it seems to me that domain names are less talked about now and less noticed than a decade ago. As one of the NamesCon 2019 speakers said, the domain name is simply an address, we should not make them out to be more than they are. I hope it is not true.

    Bob
     
  23. JB Lions

    JB Lions Top Member VIP

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    I think they just understand people consume in different ways. In the past I also noticed more ads having FB, Twitter links etc, which I didn't think was a good idea. You don't see that much of that/or less nowadays. There are reasons for that. There is some actual research on this stuff, just have to Google, some actually talking about the domain issue:

    Want a successful Super Bowl ad? Don't make people think

    "There is a tendency in the industry at this point that we should direct the television audience to their website to do something more. The moment you direct them they get away from this narrative mode," Naik explains."

    https://phys.org/news/2019-02-successful-super-bowl-ad-dont.html

    So what you see today, less actual domains in the ads, less FB, Twitter etc, is just based on research.

    ---------
    Side note, I liked this one as well, seemed to score well with viewers.

     
    Last edited: Feb 4, 2019
  24. Bob Hawkes

    Bob Hawkes formerly MetBob NameTalent Gold Account VIP

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    I wish they provided the full research results, but this brief from Google suggests that by using control and end target ads that video ads that end with, as @JB Lions says, a page that encourages them to do something more (search or go to specific site) are more effective.

    https://www.thinkwithgoogle.com/mar...sign/optimize-tv-ads-drive-product-discovery/

    By the way agree with @JB Lions that those producing the ads know far more than any of us on this thread about research on this, no doubt. Still it is fun to be armchair marketing specialists!

    Bob
     
  25. DomainRecap

    DomainRecap Top Member VIP

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    That NFL 100 ad was great... all the Hall of Famers,, NFL MVPs, SB MVPs, Defensive MVPs, Top 100 players ever, etc.... right up until the point where Odell pops up for no reason whatsoever.

    Talk about a turd in the swimming pool.
     

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