Search Engine Marketing Blog: piloSEO

I am pretty sure everyone in the U.S. is aware that the Super Bowl is the most important football game of the season as well as the most important day for advertisers. The number of viewers is astounding and many are as interested (or more interested) in the commercials as the game. Instead of flipping the channels when a commercial comes on many viewers actually pay more attention. They want to see all of the crazy/funny/interesting commercials and talk about them the next day.

[youtube:http://youtube.com/watch?v=RzToNo7A-94]

The next day they will see countless news stories about the commercials on TV, online, and in the newspaper. For the right to this captive audience the companies buying advertising slots during the Super Bowl will pay a pretty penny. This year it will cost $3 Million for a 30-second commercial. With that kind of money one would think that advertisers would try to make the most of the situation but far too many end their marketing efforts with the commercial.

Advertisers are getting better but are not quite there yet

Traditional advertisers have been slow to include search marketing into their overall marketing plan but some are getting better. As more and more people become more connected search is becoming more important and the savvy advertisers are leveraging search marketing to extend the message to the Internet. For the fourth consecutive year Reprise Media will conducting the Search Marketing Scorecard which will measure how well all the Super Bowl advertisers are using search to capture user attention during the game. A team of employees will watch the commercials and check the major search engines to determine how well the advertisers online presence is syncing with their Super Bowl ads. Along with a detailed report that will be released and discussed at OMMA this year Reprise will be live twittering as they judge the online integration with their television ad.

Follow the Search Marketing Scorecard

Smart companies have realized the importance of search marketing. In years past search marketing was overlooked. More and more advertisers are realizing the importance of incorporating search into their overall marketing plan but many still have a long way to go. If you are interested in following this years Search Marketing Scorecard you can follow in real time through Twitter, view the next day scorecard analysis on Feb 4, and the final analysis at the Reprise Media Search Marketing Scorecard presentation on Feb.22 at OMMA.

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