Missed Opportunities: Super-Bowl Ads Tied to Search (AdAge)

AdAge's Michael Learnmonth examines which Super Bowl advertisers took advantage of the buzz their $100k USD-per-second investments and ran search campaigns to capture the resulting interest. Citing research by search-marketing firm Reprise Media, the article suggests that most large advertisers still do an ineffective job of tying their largest marketing efforts back to search, failing to make the most of their costly commercials (though there are exceptions).

The largest brands that fumbled?

CPG: Coca Cola, Budweiser, Heineken, Bud Light, Denny's, Taco Bell

Finance: Chase Bank

Technology: Pixar, Vizio

Entertainment: Year One, Angels & Demons, Transformers 2