Spending 3 million dollars on :30 seconds of an ad is a scary thing for many companies. However if you have the right brand for the audience, the right product and the right idea for an ad it can be a great investment in your company leading to increased sales, traffic and brand.
Given the economy this year it is an even more risky bet to run an ad in the Superbowl.
At MeasuredUp we think many companies that advertised in the SuperBowl could have spent their moeny better by investing it in customer service programs, social networking and reputation management. These efforts in many cases would have increase revenue more then an ad in the SuperBowl.
Having said that we think a few companies spent their money wisely and put together effective ads in the SuperBowl.
Hyundai – New products, good prices and an implosion by Toyota could help Hyundai step up to the big time.
Cars.com – Smart ad, good message, well executed. A great way to take leadership in the category.
Google.com – The first ad from google is distinctive, smart and clear. Not sure who does not use google already but if they saw the ad they do now.
Bud Light – Keeping your brand top of mind is one thing. Dumb commercials dont sell more beer. Try creating a quality message.
Sketchers – No idea why this brand is here.
Bridgestone – No message.
Total waste of money:
Boost Mobil – Might have well given phones away to customers with the money to build usership.
GoDaddy.com – Reliably running the worst ad each year. Too stupid to comment more.
Vizeo – Garbage ad. Totally useless.
Each year advertisers as a group largely miss on this event. While blame to ad agencies is clear it also takes a supremely stupid client to buy off on many of these ideas.
The shame is that too many of these agencies and clients are trying to win a popularity contest that means nothing. What they should be doing is creating a smart ad on message that pays off on what their brand does.