After nearly a decade of interactive marketers bemoaning the fact that the web didn’t get its due on game day, the tide has definitively turned for Super Bowl advertisers. An interactive component to those $3 million :30 spots is now solidly de rigeur, rather than a nice-to-have.
“No one just runs a TV spot any more. Most people pair their spot with an integrated campaign that includes the Internet,” Prof. Timothy Calkins, a clinical professor of marketing at the Kellogg School of Management at Northwestern University, is quoted as saying on Google’s Retail Blog. Calkins condusts an annual Super Bowl ad effectiveness study.