The Longest Running Study of the Integration Between Online and Offline Super Bowl Marketing Tackles a Change-Filled Year
NEW YORK, January 26, 2009 – Reprise Media, an award-winning search and social media marketing agency, will release its 5th annual Super Bowl Search Marketing Scorecard on February 2nd, 2009. The Search Marketing Scorecard ranks Super Bowl advertisers based on the level of integration between their television commercials and presence in search and social media – essentially measuring how prepared each brand is to handle online interest and buzz.
This year will be an especially interesting one, as Reprise Media expects several trends to impact the marketing playing field:
- The recession has upped the ante for marketers who invest millions of dollars in a Super Bowl spot. With the emphasis stronger than ever on proving an ROI from each investment, will this be the year many advertisers take a quantum leap forward in their integrated strategy?
- In particular, the recession has taken a heavy toll on marketing spend by domestic auto manufacturers, a traditional staple of Super Bowl advertising. Will the new brands that come in to take those spots know how to make the investment in an expensive Super Bowl ad buy pay off online?
- With the continuing rise in users of Facebook, YouTube, and other social media sites, will advertisers make a bigger push to increase their followers on these networks as part of their Super Bowl marketing efforts?
- Beer and alcohol advertisers make up a significant portion of Super Bowl ad spend every year. Will Google’s recent lift of their ban on alcohol ads lead these brands to a fully integrated online and offline strategy this year?
- Job sites like Monster.com are experiencing a surge in users as the unemployment rate rises. How will they use search and social media to supercharge the response to their TV campaigns?
“I think this is a watershed year for advertisers who want to maximize their Super Bowl investment. It’s incredibly powerful to integrate television, which generates mass brand and product interest, with search and social media, which turns that consumer interest into sustained engagement and measurable action,” said Reprise Media Managing Partner Joshua Stylman, “The benefits of combining the two are enormous.”
As many as 90 million Americans are expected to tune in to watch the game on Super Bowl Sunday, many of them with computers by their side or even on their laps. comScore data shows that for last year’s Super Bowl 61% of viewers planned to log onto the Internet post-game, while a full quarter of respondents in their survey actually preferred watching the ads to the game.
“We know that 80% of all online sessions start at a search engine,” said Reprise Media Managing Partner Peter Hershberg, “Effectively funneling the traffic created by television advertising to a relevant landing page requires an integrated strategy built on search marketing savvy. The Super Bowl is the ultimate stress-test of a brand’s integrated marketing.”
The release of the Search Marketing Scorecard on February 2nd will be followed on February 11th by an in-depth webinar and white paper. To download a copy of last year’s scorecard and register to be notified when the new scorecard is available, visit www.reprisemedia.com/scorecard.aspx
Additionally, to stay on top of Super Bowl Advertising news in the weeks leading up to the game, follow Reprise Media’s Super Bowl Scorecard on Twitter at www.twitter.com/scorecard.
About Reprise Media
Reprise Media is an award-winning search engine and social media marketing agency. The company helps leading brands – including Microsoft, ABC, Castrol and Martha Stewart – manage their online reputations, drive traffic to their websites, acquire new customers and generate revenue through the power of search. SearchViews (www.searchviews.com), the company’s blog, provides daily news and commentary on the search engine marketing industry and is considered a must-read by industry insiders.
A subsidiary of the Interpublic Group (NYSE: IPG), Reprise Media is headquartered in New York and has offices in San Francisco and Boston.
Reprise Media is a registered trademark of Reprise Media Inc. All other product and brand names are the property of their respective owners.
CONTACT:
Reprise Media
Noah Mallin
212.444.7662
nmallin [at] reprisemedia.com