Advertisers miss chance to blend offline, online marketing in Super Bowl campaigns: Study

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Advertisers generally took steps to integrate offline and online marketing efforts for this year's Super Bowl, though there were still a significant number of missed opportunities, according to Reprise Media's third annual "Search Marketing Scorecard."

Reprise's Search Marketing Scorecard is a report that ranks Super Bowl advertisers based on their ability to use search engines as a link between their television ads and a Web presence.

An average 30-second Super Bowl spot cost approximately $2.6 million. So marketers are under a lot of pressure to prove the effectiveness of their advertisements.

Reprise, a New York-based search engine marketing firm, believes that a good search marketing campaign is an effective way to connect with interested people or direct them to the Web sites they are looking for.

This Super Bowl, advertisers overlooked the value of having a strong call to action in their commercials, Reprise pointed out. While the majority of companies provided Web addresses during their ads, less than 20 percent provided viewers with a convincing reason to visit their Web sites.

To see the chart click here.

Companies like Doritos and Chevrolet invited users to participate and interact with the brand, however.

Pizza Hut did not have a consumer-generated commercial. But it used paid search to link users to a customized YouTube channel instead of its own corporate site, allowing visitors to continue a dialogue about its ads and products.

Automakers are still missing the point , Reprise said, as they were again among the biggest losers in cross-channel integration, with poor visibility across Google, Yahoo and other major search engines.

Reprise partnered with Optimost, a technology and services company specializing in real-time testing and conversion rate marketing, to produce this report. Optimost provided insight and analysis regarding the effectiveness of landing pages used by Super Bowl advertisers.

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