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02.08.07
Super Bowl Ads - Traffic And Search
 By David A. Utter
The big game provided the starting point to push traffic from the commercials broadcast during the Super Bowl to online destinations. Not all of those big names took advantage of the buzz as they could have.
Web browsers really had a heart when it came to going from the TV to the Internet on Sunday. Plenty of websites saw escalated traffic, but none so much as the American Heart Association.
Hitwise reported that the Beat Your Risk site on health risks had some heart-pounding traffic. Their market share of visits increased 1,727 percent thanks to their ad during the game.
Budweiser's Bud.TV also picked up a nice boost from the Super Bowl. But although they picked up buzz and traffic from their commercial, Bud.TV also came across like a mug of flat beer to some observers.
Jackson West at NewTeeVee, part of Om Malik's blog empire, called the programming "forcibly viral by committee" thanks to its "desperate attempt to be edgy and authentic on one hand and broadly appealing on the other."
PaidContent scribe Staci Kramer decried the small video player's lack of high-quality zoom. She also encountered registration problems that kept her from re-entering the site.
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The astonishing news about advertising during the big game proved to be a lack of foresight by a few brand names when it came to paid search. AdAge reported several brands didn't bother getting search ads in place to take advantage of people searching for those expensively-placed TV commercials.
Doritos and GM did not take out search ads, but companies like CBS Sportsline, YouTube, and Edmunds did. They likely enjoyed some clicks from people who didn't see what they wanted to find. That was a tough omission on the part of Doritos and GM to make, but congratulations to those who successfully picked up their search traffic by acting smartly.
About the Author:
David Utter is a staff writer for WebProNews covering technology and business.
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