discuss Super Bowl Advertising

[garptrader]

Coin toss over and they go to a commercial. The first ad I see is YoutubeTV but no domain mentioned - assumed to be .com?

 

[garptrader]

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

 

[garptrader]

Next break
Hyundai no domain
Turkish Airlines no domain

 

[garptrader]

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?

 

[garptrader]

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

 

[garptrader]

Next
Marvel studios no domain
Bud Light no domain

 

[garptrader]

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

 

[garptrader]

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.

 

[Internet.Domains]

Crazy how many commercials are not showing a domain.

So far the winner is Google.....geesh

 

[creataweb]

horrible unfunny ads

 

[Internet.Domains]

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

 

[3sixty]

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

 

[Bob Hawkes]

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

 

[Corey]

What about the CBD ads?

Cheers
Corey

 

[Recons.Com]

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.

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

 

[WatchDogue]

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.

 

[Bob Hawkes]

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

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

 

[Internet.Domains]

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.

 

[JB Lions]

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.

 

[Internet.Domains]

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.

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.