Skip to main content
ad info

 
CNN.com technology > computing
CNN.com EUROPE:
  Editions|myCNN|Video|Audio|News Brief|Free E-mail|Feedback  
 

Search


Search tips
TECHNOLOGY
TOP STORIES

PC not dead, Gates tells Davos

Napster to charge a fee for MP3s

Ericsson pulls phone plug

Mir cargo vessel abandoned

(MORE)

TOP STORIES

Indian PM criticises slow quake aid

Judge reorders Pinochet arrest

Gates urges new war against AIDS

Alpine tunnel tops summit agenda

(MORE)

 MARKETS    1613 GMT, 12/28
5217.4
-25.00
5160.1
+42.97
4624.58
+33.42

 
SPORTS

(MORE)

 All Scoreboards
WEATHER
European Forecast

 Or choose another Region:
EUROPE

WORLD

ENTERTAINMENT

  IN OTHER NEWS

U.S.

HEALTH

TRAVEL



(MORE HEADLINES)
*
EDITIONS:
CNN.com U.S.:

LOCAL LANGUAGES:


MULTIMEDIA:

CNN WEB SITES:

CNN NETWORKS:
CNN International

TIME INC. SITES:

SITE INFO:

WEB SERVICES:

Web firms: Super Bowl ads not a super idea

Industry Standard
graphic

(IDG) -- Last winter Autotrader.com, viewed the Super Bowl as a talisman for fame and fortune. The used-car marketer was just one of 17 dot-com, technology or e-commerce companies that bought ads. This Jan. 28 the company is passing on the football fest, preferring instead to widen its advertising game plan to include a variety of sporting events. Its latest TV buys are on CBS's regular and post-season NCAA basketball telecasts and the initial year of NASCAR telecasts on Fox. These deals follow a season-long campaign on Fox's NFL broadcasts.

IDG.net INFOCENTER
IDG.net
Related IDG.net Stories
Features
Visit an IDG site


IDG.net search



"The Super Bowl tripled our site traffic and really gave what was a brand associated with a print product a big boost," says Clark Wood, VP marketing, "but to spend money on the Super Bowl this year would be a huge waste of money."

While not all Super Bowl advertisers have been announced this year, so far only three Internet marketers -- E-Trade and the competing job sites Monster.com and Hotjobs.com -- have forked over the $2.5 million or so it takes to buy an in-game spot on the CBS telecast. The information technology outsourcing company EDS is also returning as an advertiser. But the lessons from last year's cash-drunk attempts to create overnight Internet brands are sobering. Driving traffic wasn't enough: Seven companies that advertised, including Pets.com and Computers.com, are out of business, while others learned that more site visits couldn't mask unsound business fundamentals, however entertaining the ads.

"Advertisers fail if they entertain without a message or if they sell without entertaining," says Michael Sievert, chief sales and marketing officer for E-Trade, "It's a balancing act." E-Trade will sponsor the Super Bowl halftime show for the second consecutive year and will also have its logo emblazoned on cushions covering all 66.321 seats at Raymond James Stadium in Tampa, the site of Super Bowl XXXV.

Still, Autotrader.com will break a new ad in early February, about the same time as its Super Bowl launch this year. "Sports work well for us, because they skew predominantly male, like our business," says Wood. "Last year's Super Bowl was incredibly valuable to us because it gave us a big kick start, but this year we just don't feel it will give us the same kind of value."




RELATED STORIES:
Sites gear up for Super Bowl Sunday
December 7, 1999
Monster.com's Super Bowl ad pays off in a big way
February 8, 1999
Super-expensive Super Bowl ads might not be so super
January 24, 1997
Where did TV's e-tailer ads go?
December 4, 2000
Victoria's Secret knows ads, but not the Web
February 5, 1999

RELATED IDG.net STORIES:
Ad revenues not immune to dot-com crunch
(The Industry Standard)
Making online ads click
(The Industry Standard)
Online advertising's anxiety attack
(The Industry Standard)
DoubleClick: Traditional advertisers stronger online
(InfoWorld.com)
Dot-coms marketers ditch the Web
(The Industry Standard)
Some big spenders won't shell out for Web ads
(The Industry Standard)
Dot-coms feel the chill
(ITWorld.com)
Super Bowl advertisers: Where are they now?
(The Industry Standard)

RELATED SITES:
NFL Super Bowl Site

Note: Pages will open in a new browser window
External sites are not endorsed by CNN Interactive.

 Search   

Back to the top  © 2001 Cable News Network. All Rights Reserved.
Terms under which this service is provided to you.
Read our privacy guidelines.