The Zag Blog

Sneak peek of Danica Patrick's new GoDaddy Super Bowl Ads

2009-01-21T21:37:00.006-06:00

Okay, it's obnoxious, but we have to cover it. We all know Go Daddy has become notorious for their risque Super Bowl commercials.

Well, this year, Danica Patrick is back again to do two spots that will (surprise!) direct viewers to log on to GoDaddy.com if they want to see the full ("unrated") videos.

Find more videos like this on AdGabber

Find more videos like this on AdGabber

2009 Super Bowl ads: Playing it safe--or not.

2009-01-21T21:29:00.005-06:00

It's not a huge surprise that General Motors and FedEx won’t be advertising on the Superbowl this year. It is a slight surprise that ad prices--despite the economy-- are at an all-time of $3 million per 30-second spot.

NBC says they are in discussions over the remaining unsold spots. Most are in the fourth quarter, and tend to go for slightly less than other positions. While some high-profile advertisers have pulled the plug, some new advertisers like Mars and Pedigree pet food will run Super Bowl ads for the first time. But this year, the tone of some ads will reflect tough times.

For example, Hyundai WAS planning to run an ad for the Genesis Coupe with renowned cellist Yo-Yo Ma playing a Bach piece. But now, in the grip of fear and fiscal insecurity, they may run a less high-brow spot that basically touts a new incentive program for car buyers who lose their income within a year of the purchase.

Longtime Super Bowl patron Anheuser-Busch is taking a different approach. The Budweiser brewer said it wants its ads to uplift and entertain viewers instead of reminding them about the economy.

The Go Daddy Group Inc., which registers Internet domain names, is unapologetic about splurging on the Super Bowl. GoDaddy is elated that NBC has approved two somewhat racy ads for the Super Bowl, one of which will air after a consumer vote.

With Danica Patrick starring in both, it's an ad "strategy" sure get attention no matter how the economy is doing.

Any takers for 3 seconds of fame?

2009-01-07T18:22:00.007-06:00

Last year, the Weatherproof Garment company tried to buy two seconds of Super Bowl time and was unsuccessful.

This year, they're trying to get other nine companies to go in with them at a rate of $300,000 for three seconds each.

Any takers?

No.

The small apparel company seems to be serious--or seriously desperate. They tried to run a $3,000 ad in the Wall Street Journal looking for partners with the planned headline: Attention Deficit growing. Say it Short. Say it fast!"

The slogan they left out was "Say it to deaf ears."

Desperate measures for desperate times? Perhaps. But it's no surprise there were no takers. Even at $1000 per second, which might seem like a deal in Super Bowl advertising terms, no one can make an impact that matters. What will they do? Flash a logo? Shout a tagline?

Is that what advertising has come to?

Maybe it's just another "Go Daddy" style publicity stunt.

We shall see.

Brainstorming SEO tactics

2008-11-26T15:29:00.007-06:00

This past August, I got an email from a colleague who had worked with me as an SEO writer then moved on to start her own business. She had a “small business client” who needed help but she was too busy, so referred him to me. Steve Lones had started an e-commerce business for artificial Christmas trees and needed a new page of content about Christmas tree lights to boost his website ranking on Google.

During our initial phone consultation, we brainstormed several ideas that in addition to new SEO web content would boost his ranking in creative ways. Steve was so engaging and open to constructive criticism, it was a delight working with him. he was was willing to try several of my ideas, and we got some impressive results.

Based on Google Analytics, the bounce rate has improved 10% after we tweaked the home page. In short, over 15% of the visitors left the site without going any further (which makes it tough to sell anything). After our brainstorming session and subsequent tweaks, the bounce rate is down, meaning more people are staying, browsing and buying...a 10% improvement.

13.89% Bounce Rate (11-9 - 11-23)
Previous: 15.31% (10-25 - 11-08)
(-9.29%)

After that first conversation, I ran some research on relevant terms and found a highly searched keyword phrase he was not utilizing. I simply suggested he change his category reference on the home page to include it. A few weeks later, I got this email from him:

“Kimberley, Your advice was an example of a little tweak causing significant increased exposure for a popular term I was missing altogether. Great Occasions wasn't even on the map for the term Outdoor Christmas Decorations...now it’s up to page 3! You found a very popular term my audience was using, but I was not.”

It was this little paragraph on his home page made quite a difference:
Outdoor Christmas Decorations
unique lawn decorations
and great outdoor holiday decor

Next time you’re looking for a way to improve your advertising or marketing materials without a huge investment in time or money, contact me. You'd be amazed at what a good freelance copywriter and SEO writer can do for your business.

At 3 million per spot, can marketers afford the Super bowl?

2008-11-11T11:00:00.006-06:00

With advertising rates for the Super Bowl running as high as $3 million for a 30-second spot, some marketers are wondering whether during these tough economic times they can afford the big game.

FedEx is concerned that shelling out big bucks --and holding out to see if it can get a bargain. FedEx's hesitation is raising eyebrows on Madison Avenue because it has advertised in 12 of the past National Football League championship games.

Advertisers taking a pass on Super Bowl XLIII altogether include beleaguered General Motors, which has been in 16 games, and Garmin Ltd., the maker of GPS devices, which had advertised in the past two games. A company spokesman for Garmin says its decision to sit out was "unrelated to the economy."

General Electric's NBC had sold most of its Super Bowl ad inventory by early September, prior to the meltdown on Wall Street. Advertisers gobbled up the available slots even though NBC raised its price sharply, compared with the previous Super Bowl.

NBC is in better shape than Fox was during the past recession. In 2002, Fox, whose parent also publishes The Wall Street Journal, had about 10% of its ad time unsold just two weeks before the game.

The Super Bowl has shown no signs of flagging in the ratings. The nail-biter between the New York Giants and the New England Patriots drew 97.4 million viewers, the biggest TV audience for a U.S. sporting event.

Advertisers in 2009 will include Anheuser-Busch, CareerBuilder.com, Hyundai Motor, PepsiCo, Viacom's Paramount Pictures, Cars.com and Coca-Cola.

New marketers include Pedigree, the dog-food brand owned by Mars. Even Monster.com, the online job site owned by Monster Worldwide, is currently in talks to jump back into the game after sitting out the past few years.

Read the details and full article from the Wall Street Journal here:

Super Bowl Ads- Selling at 3M --Despite the Sluggish Economy

2008-09-30T09:51:00.004-05:00

NBC reports that the Super Bowl ad slots are 85% sold.

“The Super Bowl is a sure thing,” said Jimmy Burnette, the longtime ad sales executive who oversaw sales efforts for 10 Super Bowls, many while at Fox Sports. “It’s a matter of figuring out how to adjust marketing plans around the Super Bowl.” Larry Novenstern says, “The Super Bowl is not a one-day or a 30-second event for an advertiser. It’s a significant PR opportunity for two weeks prior to the game and two weeks afterwards.”.

Check out the full article here.

NBC Already Racking Up Super Bowl Ad Sales

2008-09-30T09:36:00.011-05:00

Back in May, NBC announced a plan to set a record-high rate $3 million for a 30-second spot. The reaction was a mix of skepticism and anger, which has been replaced by a flurry of signed contracts. So far, a dozen 30-second spots have sold.

Returning advertisers include Anheuser-Busch, PepsiCo and CareerBuilder.com. General Motors won't be showing ads this year: the car maker has been in cost-savings mode because of a nose dive in car sales.

Check out the full article from the Wall Street Journal here.

Put your tax stimulus check to work: invest in advertising for your small business.

2008-05-05T14:53:00.015-05:00

Wondering where to put that cash from your tax stimulus check? Before you blow it on a steak dinner, consider investing in your small business.

Economic stimulus payments are going out ahead of schedule, and you may be getting a tax stimulus check or direct deposit from the IRS sooner than you think. So what should you do with your windfall?

Turn that tax incentive check into your financial advantage by trying something that makes the payoff more direct. Consider the merits of advertising in an economic downturn, and invest some of that rebate into your small business.

Times of economic uncertainty are the ideal time to advertise.

Cutting from a marketing budget is one of the first mistakes businesses make during times of economic crisis.

The research firm of Meldrum & Fewsmith conducted six studies that offered conclusive evidence that advertising aggressively during a recession increases both sales and profits. Check out their chart that shows how advertising during recession is good for business in the long run.

Advertising can reposition a product to take advantage of timely consumer concerns, give your brand a stable image in a chaotic environment, and give you a chance to dominate the media when your competitors are conveniently quiet.

Look at your marketing dollars as an investment not an expense.

When money is tight, it's tempting to hold on to what you have rather than expanding your brand. But if you stop advertising and marketing, you'll do your business serious harm. "If you cut back on advertising in the face of a recession, then the customers stop, and it's basically a self-fulfilling prophecy," says small-business consultant Karl Paluchuk of Sacramento, California.
A few examples of companies that weathered economic storms and succeeded:

• Proctor and Gamble - During the Great Depression they pushed Ivory soap and made it a household name for the good years to come.

• Intel - In 1990-1991 during economic difficulty they launched the campaign "Intel Inside".

• Wal-Mart launched their "Every Day Low Prices" campaign in the economic turmoil of 2000-2001.

Expand your business during a recession, and reap the rewards from markets that your competitors are too scared to enter because of a bad economy.

Here’s an offer: see what a new tagline can do for your business. Peel off $450 from your tax stimulus check and invest it in creating a smart slogan for your small business. From now until August 1, 2008, I’m offering these services as a special "tax stimulus package" so you can see what a little public image stimulus can do for your business. And you’ll still have $150 left for that steak dinner.

Email me at tagqueen at zagstudios dot com and put “Tax stimulus check special” in the subject line. In as little as two weeks, you could improve your image and start seeing the results of advertising during an economic downturn.

One major business-to-business advertiser summed it up best. "When times are good, you should advertise. When times are bad, you must advertise."

Scoring the 2008 Super Bowl Ads

2008-02-04T00:26:00.000-06:00

If the creativity of ads during a Super Bowl is any indication of the economy, then we are surely in a recession. There were a few highlights, however, including:

* Carlos Mencia reprises his role from last year teaching a classroom how to order a Bud Light.
* Procter and Gamble's Tide brand made its first-ever Super Bowl ad appearance and scored a big winner with the Talking Stain spot.
* The Bud Light winning streak continues with Will Ferrell as Semi Pro, Jackie Moon.

Full article and review of Super Bowl ads 2008 here.

What’s the Full Return on a Super Bowl Ad?

2008-02-01T10:54:00.000-06:00

Nielsen Online reports the Buzzmetrics of last year's Super Bowl Advertising featuring pre and post- game reactions. The results of the ad returns of the 2007 Super Bowl here.

Two Seconds that Don't Exist

2008-01-31T21:38:00.000-06:00

Overheard on CNBC this past Tuesday: the Weatherproof Garment Company was going to run a 2 second Super Bowl commercial, because that's precisely how long it took to say "waterproof." Shenanigans called a few hours later; it looks like just another cheap PR stunt.

Super Bowl ads - Get a Preview Here

2008-01-31T11:35:00.000-06:00

Check out a few of the ads that will run on Super Bowl Sunday here.

New York Times article Claims 2008 Superbowl Ads will be "Gentle and Sweet"

2008-01-31T09:03:00.000-06:00

Madison Avenue frets: what if the game proves more interesting than the commercials?

Read the article here.

An Interview with "Dabitch" from Adland about Superbowl Ads

2008-01-31T08:31:00.000-06:00

Today, we have an interview with the Swedish Art Director "Ask Dabitch" from Adland.com, a site where advertising addicts around the world can gossip about advertising stunts and marketing mishaps. More about her here.

1. Which ads do you most look forward to seeing?
Fedex "Carrier Pigeons." I always hope that they'll do a great ad once
again, and I've been disappointed since 1998. Please tell me that this ad
is a good one and not a simple joke. Rumors have it that McDonald's has a
spot coming which is shot by Pytka - that might be interesting. Planter's
Peanuts might be funny as well. I'm also looking forward to hearing (pun intended) people's reactions to PepsiCo's "deaf" spot produced by Baker Smith. That
will be interesting.

2. Where will you be watching the Super Bowl this year?
In my bed - the super bowl airs at night here and since I've spawned a wee
one I can't sit in the pub at four in the morning anymore. Else I have a
great pub two blocks from here which shows the game and serves Bishops
Finger on tap.

3. Finally, Giants or Patriots?
There's a game on as well? I only watch for the ads. Seriously.

Recession? What Recession?

2008-01-30T22:42:00.000-06:00

CNN Money reports: the National Retail Federation estimates that 3.9 million new televisions will be bought in time for the Super Bowl, up 50% from last year. Now that's a lot of big screens.

The survey did not indicate whether or not there'd be any money left over for snacks and beer.

Make Money with the Super Bowl

2008-01-29T11:57:00.000-06:00

Researchers at the University of Wisconsin-Eau Claire say a stock portfolio full of Super Bowl advertisers outperforms the S&P 500. From the report:

"It's a significant finding, because in essence, Wall Street rewards firms that run Super Bowl ads. It's a tradeable event."

And don't forget the famous Super Bowl Indicator. If an original NFL team wins, the markets go up, but if an old AFL team wins, the markets drop. Unfortunately for your wallet, this year's AFL Super Bowl contender is the undefeated New England Patriots.

Ten Years of Super Bowl Ad Coverage

2008-01-29T09:47:00.000-06:00

The Ad Man is back for his 10th Annual Super-Ad Shoot-out, providing the very best in Super Bowl Ad coverage on his web site Super Bowl-Ads.com

Why No Nationwide Insurance Ads in the 2008 Game?

2008-01-29T09:40:00.000-06:00

Last year, Super Bowl advertiser Nationwide Insurance generated big buzz when it featured Kevin Federline in its Life Comes at You Fast campaign — and earned a place in Super Bowl advertising history as one of the most talked about ads ever. Here's a Q & A with Steven Schreibman, the man behind the NW Super Bowl ad Campaign.

Go Daddy Does it again

2008-01-28T12:13:00.000-06:00

Once again, they're purposefully submitting ads (actually, story boards only) they know will be rejected just for the publicity.

The Neilsen Company's Guide to the 2008 Super Bowl

2008-01-28T09:24:00.000-06:00

The Nielsen Company's Guide to the Super Bowl showcases information about the most notable marketing event in the U.S.

Super Bowl Political Ads?

2008-01-26T10:53:00.000-06:00

Will there be a Super Bowl Presidential political ad before Super Tuesday? How can Hillary vs. Barack or John vs. Mitt vs. Rudy vs. Mike get any attention when the national spotlight is on Tom Brady vs. Eli Manning?

Not likely at $3 million for at 30-Second Super Bowl Spot.

The Official Ad Age Chart of Advertisers

2008-01-25T12:38:00.000-06:00

A list of marketers who will be running ads this year. Advertising Age will be updating their chart all the way up to game day.

Who's buying what in Super Bowl XLII

2008 Super Bowl XLII Kicks Off

2008-01-24T10:07:00.000-06:00

More than 30 minutes of commercials will play in the 2008 Super Bowl. Budweiser will run eight spots, including "Hank," a spot about a Budweiser Clydesdale, which scored a record high in focus groups.

2008 SUPER BOWL Ad Line-up

Scoring the 2007 SUPER BOWL ADS

2007-02-05T01:34:00.000-06:00

For the full 2007 SUPER BOWL AD Review click here.

Super Bowl XLI: Five Star Players and a Couple of Goats.

Like last year, the winner of this year’s Ad Super Bowl had to be Anheuser-Busch with five great spots and a few that were merely very good. A line from the “Classroom" spot gets our vote for Most likely to make it into popular vernacular: “Gimme a Bud Light, Feller.” This one was multicultural without being politically incorrect. Just fun. And how many product mentions do they get into this spot? Nearly a dozen, and without being offensive. Brilliant.

Another example of a star player was Bud Light’s “Axe” spot. This one was solidly in the vein of “True” comedy from start to finish. “I’m sure there’s a reason for it” is a savvy way of saying guys dismiss anything for a Bud Light. The spot gets even better when the guy actually stops and asks the hitchhiker about the axe. Of course, it’s a bottle opener. Great spot.

E-trade had several good spots but the standout was “What you can do with one finger.” This one had the perfect VO, great editing, direction and camera angles PLUS it used fun choices as examples before the punch line. Even when it comes to telling your expensive broker where to go, all it takes is one finger. Entertaining, persuasive, and a good use of humor.

All in all, not an outstanding year for Super Bowl ads, but it’s great to see ad contests anyone can enter—and even better seeing the results. “Checkout Girl” was as good (if not better) than any Doritos ad I’ve ever seen--as was the NFL spot of dejected fans saying goodbye to the season. In all this push to recruit "home-made" ads, it’s apparent that there was plenty of creative talent on the sidelines this year.

An interview with the man behind SuperBowlAds.com

2007-01-30T14:50:00.000-06:00

Ken Phipps is the owner and founder of hyperdigitalinteraction Inc. with 20+ years experience as an award-winning art director, specializing in interactive media and advertising for clients such as Disney, Lucasfilm Ltd., ABC Television, Apple, Sun Microsystems, HP, IGN.

1. Ken, what ads do you most look forward to seeing?
"I've heard the Snickers ad will be 'like nothing you've ever seen' so I'm hoping one of the online endings is worth it."

I prefer ads that entertain and don't feel like an intrusion. The ads that work the best are the ones with the strongest branding message. If I can't remember who the ad is for, it's not worth it. I also tend to like TV commercials that are quirky and poke fun at themselves a bit. This year the big topic is ads created by the public (like the Doritos ad contest). I like everyone having a fair chance at getting an ad on the Superbowl (I even had a few in the contest) so it will be interesting to see how those fit in with all the "professional" versions.

2. When did you start your SuperBowl Ads website?
The initial idea for a cost saving idea for Super Bowl advertising was back in 1994. In 1996, I posted the first site that explained my concept. After becoming frustrated with the lack of web information available about Super Bowl advertising, I began to post links to the few articles that were on the internet. I also began with polling my readers. By 1998, I began posting the commercials for review and dedicating the site to being THE information source about Super Bowl advertising. It's grown a lot since then, both in traffic and in content. Being an online graphic designer, it's a once a year effort to get a new design, and I try to improve it every year. It's been interesting seeing the growth of video on the web, and how others like iFilm, AOL and Google are now doing the same things as I did long ago.

3. Any brushes with famous people as a result?
Only you.

4. Have you ever gotten any "cease and desist" letters?
Once I got a letter about an Universal Studios ad, they wanted me to remove it from my site because someone that appeared in the ad hadn't signed a release. But most of the advertisers, just want their ads to be seen and reseen by the widest possible audience.

5. Finally, Bears or Colts?
I gotta go with Peyton Manning...he's such a student of the game and knows what's going on on the field. Plus, his dad is a former New Orleans Saints quarterback (my favorite team).