TV ads fail to connect with paid search, says Reprise

Search marketing company Reprise Media has prepared its annual Super Bowl scorecard, finding that few advertisers successfully leveraged their TV advertising during the NFL final game into paid search traffic.

Advertisers continued to overlook the value of having a strong call to action in their commercials. While a majority of companies provided URLs during their ads, less than 20% actually gave viewers a compelling reason to visit their websites.

Some companies (e.g. Doritos, Chevrolet and the NFL) broadcast user-generated ads, but Reprise says they failed to capitalize on the opportunity to expand their communities. An exception:

Though its commercial was not consumer-generated, Pizza Hut used paid search to link users to a customized YouTube channel instead of its own corporate site, allowing visitors to continue a dialogue about its ads and products.

The full report [PDF] is here.