Super Bowl Ads Live On at YouTube and Facebook

February 4, 2011, 3:23 pm
Super Bowl Ads Live On at YouTube and Facebook
By CLAIRE CAIN MILLER

Do you remember which team won the Super Bowl last year? Do you remember which was your favorite ad?

For many viewers, the second question is easier to answer. So once again, YouTube and Facebook are taking advantage of that by extending the life of Super Bowl ads online, with contests in which people can vote for their favorites and watch this year’s version of Betty White and the Snickers bar over and over and over.

This year, though, there are some new wrinkles. YouTube will run its Ad Blitz contest for the fourth year, but for the first time, it will have a mobile Ad Blitz site. People can vote on ads immediately after the game, and the winning ad will appear on YouTube’s home page a week later.

Last year, 9 percent of Ad Blitz views were on cellphones, which is why the company has made the site mobile.

“The hypothesis there is you’re at a party, at a bar, and say: ‘Hey, what was that Doritos commercial? Let’s go take a look. Who’s got an iPhone?’ ” said Jim Lecinski, managing director for United States sales at Google.

Advertisers upload their ads free and pay if they want to advertise them across YouTube.

This year, for the first time also, YouTube will offer remarketing. That means that if you watch an ad on YouTube, it might follow you and appear again on another Web site you visit in Google’s display ad network.

Half-minute Super Bowl ads cost about $3 million this year, not counting production costs. Ad Blitz is “a great way for marketers to extend the shelf life,” Mr. Lecinski said.

Volkswagen’s Super Bowl ad, involving a child dressed up as Darth Vader using the Force on his dad’s Passat, is already on YouTube, and is currently the most-viewed video on the site.

For the first time, Facebook will have a similar contest, Facebook Replay. It will show Super Bowl ads on its Sports on Facebook page and tally how many people hit “like” on each one to pick the winner.

The contests are a rare opportunity, in this post-DVR world, for television advertisers to show ads to people who want to see them. And that’s one reason that newcomers like Groupon and LivingSocial are trying their hand at TV ads this year.

Some advertisers are also reaching beyond TV to Twitter, where conversation about big events often takes place. Visa, the NFL and Twitter created a site where football fans could view popular topics about the game and see Twitter posts from players and sportscasters.

Audi plans to include a Twitter hash tag in its Super Bowl TV commercial, and anyone who writes a Twitter post with the hash tag will be entered in a contest to win a vacation and a test drive. And Mercedes is marketing its Super Bowl ads with a “Tweet Race.” Four celebrities are racing to Dallas for the game. People can help them win by posting things on Twitter, like a haiku about 2011 Mercedes-Benz cars or a photo of the nearest Mercedes dealer.

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Posted on February 9, 2011, in Tecnology and tagged . Bookmark the permalink. Leave a comment.

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