Perhaps I'll get the collective "Duh" when this blog is posted, but the aftermath of all the expensive Super Bowl TV spots is the difference in web traffic that advertisers garnered. The big Internet winners were Hyundai, Paramount, and GoDaddy.com.
And how did they do it? It was driven primarily by adding a URL to these spots in order to stimulate web visitation.
The GoDaddy.com spot (the one that teased Danica Patrick) is at the top of the list. It was not well-rated in the popularity polls (#48 out of 55), but web traffic on their site was up more than 500%.
True ROI for advertising and marketing must now include multi-platform efforts. And this is another area where radio can benefit, too. When we actually get some marketing dollars, think about billboard and TV spots that aren't simply inert messages that hope to make an impression or stimulate tune-in. Adding a URL - perhaps even a microsite that is connected to the main site - can motivate everything from voting to finding out more about the station. And if the right content is on the site, it can actually generate buzz.
We are seeing great indicators of how great web content can have a life of its own. The Obama "Yes We Can" video that was making the rounds last week is a case in point (I received it more than five times). On YouTube alone, I counted more than 7 million views for a video that didn't cost the candidate a cent.
While the Obama video is very viral, radio can generate its own buzz by repurposing content, and getting it out to its databases. A case in point was an email I received from NPR called "Rebuilding The Beatles." It contained a link to a Morning Edition story about the Fab Four that I hadn't heard in "real time." By giving me the chance to hear it for the first time online, they created a great integrated marketing effort that marries their programming with their website, powered by their listener database. Total cost? $0.
Anyone can do this. Duh.