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The 2008 Oscars: No Country for Online Ad Integration

February 2008
St. Petersburg, Fla. – February 25, 2008 - Amongst the glitz and glamour of Hollywood’s biggest night, advertisers shelled out nearly $1.8 million for 30 seconds in the spotlight. Riding closely on the coattails of the Super Bowl, which drew $2.7 million for the same airtime, big brand advertisers were anxious to put their products in front of the captivated millions that have been so difficult to find throughout the now resolved writers strike. With an increasing trend toward stretching the television media dollar by integrating commercials with follow-up online interaction, advertisers are learning how to do this best and how to track online interaction. Today, online integration is an increasingly important component to advertising strategies as consumers naturally gravitate to the Internet to research and make purchasing decisions.

During the Oscar broadcast, SendTec, Inc. (OTCBB: SNDN), a leading multi-channel integrated direct marketing agency, conducted an analysis of which advertisers effectively connected their TV commercials with their online strategies. This year, SendTec found that --59 percent of Oscar commercials included a Web site in their ad; however, just 15 percent of the ads actually called out the Web site with a voiceover.

This report identifies which advertisers integrated their online and offline campaigns well and which advertisers went home without a gold statue. Each advertising campaign was assessed on the following criteria:

* Did the television commercial contain a URL visually or through a voiceover?
* Was there a clear call to action to go online?
* Did the advertiser buy search keywords related to the commercial theme?
* Was the online landing page/Web site relevant to commercial?

The winner was Bertolli, who succeeded in three of the four criteria. The commercial had a Web site, a strong call to action to go online, a relevant Web site that was tied to the content of the television spot and even a sponsored ad on Google for the keyword, Bertolli. User generated content is a hot trend among big brand advertisers and this commercial is sure to drive considerable response. The one criteria that Bertolli fell short on was not advertising on other relevant keywords, such as, pasta, pasta contest and Rocco DiSpirito.

The runner up was Jaguar. Interestingly enough, Jaguar was the only Oscar advertiser found in sponsored search results for Oscar commercial and Academy Award commercial even before the live broadcast of the awards ceremony, with a special site JaguarXF.com; however, the commercial did not include this Web site. Jaguar’s strategy to not include the Web site may seem like a big miss, but the inclusion of an integrated paid search campaign demonstrates that they recognize the need to capture those consumers who naturally turn to the Web. Reportedly, Jaguar’s TV ad campaign targeted a number of large markets, while their search campaign extended nationally.
 

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