Search Engine Optimization, Search Engine Marketing and Search Engine Positioning Weekly Free Newsletter, February 18, 2006 edition

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(Continued) The RFS Newsletter, Feb. 18, 2006. Page 8
We know that users go to their computers immediately following Super Sunday. Yet there are many advertisers that have yet to discover the connection between search and the Super Bowl. On the surface, the concept of extending the connection between idiot box and search box seems simple. Search offers a natural enhancement to the time-honored tradition of engaging emotion and experience with television. Why do many advertisers seem to be missing out while others embrace integration? Let's take a look at this year's activities to see if we can unravel the mystery.

According the online intelligence service Hitwise, share of domestic searches for the term "super bowl ads" increased by 1416 percent in the four weeks prior to the Super Bowl in 2006 over the same period in 2005. Furthermore, "super bowl ads" was the most common search phrase containing the words "super bowl" in the month leading up to the big event. Viewers look forward to the Super Bowl advertisements. They start researching up to a month in advance, and in this behavior rests another great opportunity many have yet to explore. Capitalizing on search behavior after the fact is one thing, but why not stretch out that five million dollar per minute spend with a fraction of that budget on building anticipation with a connected search and content experience?

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