Who’s to blame for the lack of social media tie-in to Super Bowl ads?

Companies spent millions of dollars on their Super Bowl ad campaigns but most were not prepared to integrate their TV campaign with a social media presence.

Reprise’s Search Marketing Scorecard ranked Super Bowl advertisers based on the level of integration between their TV spots and online presence.  According to their data Sunday nights big winners were: E-Trade, Kellogg’s Frosted Flakes, and Cash4Gold.com were all integrated marketing winners.

According to Peter Hershberg, managing partner at Reprise.

“We still see far too many throwing away millions of dollars by failing to connect their TV campaign with an integrated search and social media presence,”

The big losers on game night included Denny’s, Budweiser, and Pixar’s film “Up.”

Who’s to blame for the lack of online tie-in to Super Bowl ads?

“Our most recent survey of marketers and agencies suggests that it’s the ad agencies, rather than their clients, that are lagging behind in cross-platform execution,” wrote Andrew Frank, VP of Gartner research.

Read the entire Media Post article: E-Trade, Kellogg’s, Cash4Gold Score Big On Integration

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About Michael Gass

Consultant | Trainer | Author | Speaker

Since 2007, he has been pioneering the use of social media, inbound and content marketing strategies specifically for agency new business.

He is the founder of Fuel Lines Business Development, LLC, a firm which provides business development training and consulting services to advertising, digital, media and PR agencies.

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