28% of Super Bowl advertisers forgot about the Internet.

As a follow-up to my last post, Jeremiah Owyang of Altimeter Group pointed out that 28% of the Super Bowl spots led to no URL, social network or hastag. It’s kind of unfathomable to me that ANY company spending millions of dollars per 30 seconds would have no potential springboard to an online relationship. I know most of the world is going to measure Super Bowl spots in (no offense) effectiveness of “I liked it” or “I didn’t like it.” That’s the water cooler, day after grading system. But although it’s certainly better to be liked after the Super Bowl than never liked at all, how much farther could that goodwill have taken those brands that garnered a “Like” from TV watchers…and gave them no online outlet afterward? I just can’t let those brands off the hook and give them a thumbs up completely. Points off for forgetting your watchers are looking at your multi-million dollar ad and probably within inches of a smartphone where they could have gone to your site to learn/interact even more.

What do you think? Is “Liking” an ad good enough? And to take this a step further, are there any brands from the Super Bowl that you have purchased/interacted with more online as a result of liking it?

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