January 29, 2009, 12:00 AM

Super Bowl ad strategy integrates TV with online campaigns, Google says

70% of Super Bowl advertisers ran supporting search ads last year. Search traffic will be heaviest during and after the game, Google notes in its Retail Advertising Blog.

Integrating television advertising with an online campaign has become a key component of Super Bowl advertising. Google’s Retail Advertising Blog cites a Reprise Media study that found 84% of Super Bowl advertisers last year integrated a URL into ads and 70% ran search ands in support of their TV campaign, up 20% from the previous year.

According to the Google blog, “Super Bowl advertisements are no longer soloed efforts to woo views, but have become integrated with the web to bring consumers into the brand’s fold.” This year, for example, dog food brand Pedigree already is running a search campaign in support of the ad it will run during the game. And following a 1,000% boost in searches for E*Trade after its Super Bowl TV ad last year, the online broker is this year posting outtakes from this year’s ad on YouTube a week before the ad will run during the game, according to Google’s blog.

Google notes that marketers who aren’t advertising on the Super Bowl still can take advantage of it. “Sports fans will be online searching for highlights ads and sports swag. So be where they are by uploading your own Super bowl videos to YouTube or simply advertising next to somebody else’s Super Bowl video,” it advises. The search engine blog notes that the heaviest TV ad-related search traffic will come from searches during and after the game.

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