Super Bowl marketers 'need to improve search campaigns'

5th February 2008

Advertisers at the US Super Bowl still need improvement to improve in areas of search engine marketing, it has been claimed.

Research by Reprise Media found that many marketers, although now running paid search campaigns, are not integrating them with their Super Bowl promotions.

It also revealed that firms are failing to buy their celebrity endorsers as keywords, claiming this is unwise as the star of the ad is sometimes all consumers can remember.

Some brands did not take advantage of social networking sites such as YouTube or Facebook, it added, claiming that many did not have official profiles on these portals.

"At the end of the day, you have to wonder what many Super Bowl marketers are thinking when they spend millions on airtime … and forget to make it easy for viewers to find them online," the firm stated.

The Super Bowl is the championship game of the National Football League and is reportedly the most watched US television broadcast of the year.