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Super Bowl ad integration a mixed bag; b-to-b ads shine

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New York—Super Bowl advertisers made strides in integrating their offline and online efforts this year, but there were still a significant number of missed opportunities, according to Reprise Media's Third Annual Search Marketing Scorecard. Few companies put together all the elements necessary to translate interest and buzz into Web activity, the company said.

Two b-to-b advertiser exceptions to that were GoDaddy.com and infoUSA's SalesGenie.com.

"We were very impressed by both GoDaddy and SalesGenie," said Anthony Iaffaldano, director of marketing for Reprise.

"Salesgenie wasn't a flashy ad, but it was very effective and hit the high notes we were looking for from a company in that position," he said. Those high notes included a strong call to action, ample keyword search terms, and a landing page that stayed "on message."

"They had great coverage across all the search engines, not only for search terms like Salesgenie, but also general terms like sales leads and lead,” Iaffaldano said. “They gave away free leads for anyone who signed up as a result of the Super Bowl and followed that up in the search ads as well."

Reprise found that 58% of all Super Bowl advertisers bought placement in paid search against their brand name, and 25% purchased search terms related to the game, such as "Super Bowl Ads."

—Carol Krol

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