This is a rather astonishing report from Sepideh Saremi at SearchViews.com. Entitled, "Super Bowl Ads Still Missing the Online Picture," it reveals how clumsy some advertisers can be in leveraging their very expensive broadcast spots with support for online followup by consumers.
You'll want to read the whole item for all the details about missed opportunities, but here's the concluding paragraph:
We'll be covering winners, losers, and high-level trends in far greater detail this week, but it never fails to surprise us how many of the slickest ads fail to follow through online and miss important details. One advertiser, Audi, had a broken link in its search ad during the game, while CareerBuilder.com neglected to buy its "follow your heart" tagline - and competitor Monster.com, not a Super Bowl advertiser this year, swooped in and showed up for that phrase. At the end of the day, you have to wonder what many Super Bowl marketers are thinking when they spend millions on airtime - not to mention ad production and celebrity spokespeople - and forget to make it easy for viewers to find them online.
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