Numbers Reveal Harsh Reality of Ad Results
February 8th, 2008 by Bob Bly
Lord Kelvin, inventor of the Kelvin temperature scale, once said, “When you can measure something in numbers, then you know something about it.”
No where does his lesson have more meaning than in advertising.
A case in point: a recent column in DM News noted that the Sales Genie ad in the 2007 Superbowl was a success, generating 25,000 visits to the company’s Web site.
Well, assuming the company spent $1 million on the spot, that comes to $40 per visit.
That compares poorly to the cost per click of Google Adwords and other common methods of generating traffic.
When you apply metrics to the presidential campaign, the results are even more embarrassing for NYC’s former mayor.
According to an article in Newsweek, Rudy Giuliani spent $60 million on his failed run for the White House, collecting only a single delegate in the process.
That’s a marketing cost of $60 million per delegate — perhaps a record.
This entry was posted on Friday, February 8th, 2008 at 3:53 pm and is filed under General. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
February 9th, 2008 at 7:10 am
Metrics aren’t everyting, but it’s pretty much all we’ve got as feedback for short-term management of campaigns. These examples show that they need to be interpreted with care, and that we need to look beyond them.
Impact (behaviour change) beyond metrics can be measured by surveys, interviews, case studies or ultimately results.
In complex campaigns, results are remote, grand and uncertain. They can only be indirectly related to individual marketing actions. Measurement at intermediate levels is needed, as is an element of faith.
February 9th, 2008 at 11:07 am
No analysis of Super Bowl advertising results is complete without taking into account lifetime value — and the fact that any data is likely to be understated.
Several years ago, after seeing a GoDaddy.com ad during the Big Game, I bought a single domain name from them. I quickly concluded that their service was better (and prices were way better) than the firm we were using.
Today we maintain 42 domains for Mothers of Invention through GoDaddy.com. I’ve also advised countless clients and prospects to buy through them. Last year, when my young daughter and her cousins started an art business, we used their Website construction tool to put up a site in one night.
Notice that only a tiny fraction of our GoDaddy.com orders came from that initial purchase — and how a big chunk of their real return on Super Bowl advertising investment will not be measurable (including any business that results from this comment).
February 9th, 2008 at 2:26 pm
Bob;
I spend next to nothing to promote my blog and get more visits than that SuperBowl ad.
What a waste!
Considering how many millions were receiving the message, it seems that 25K is pretty small response rate.
Mike
Mike
February 9th, 2008 at 5:21 pm
Robert’s comment is very interesting. Don’t know which GoDaddy Super Bowl ad he was watching, but I read somewhere recently what a waste one SuperBowl commercial of GoDaddy’s was because it basically used an attractive blond model with a “wardrobe malfunction” to get viewers to visit their web site. The author’s premise was that all they did was get thousands of hits by young college age men who could care less about purchasing domain names, but just wanted to see more pics of the young woman.
But Robert’s comment shows that: 1) real people who could (and did) use their services were watching, too and 2) the incremental value (multiple purchases over the years, referrals, etc.) often cannot be calculated. Darn near impossible to measure the value of the SB ad.
February 10th, 2008 at 3:10 pm
Judy: my post was about a Sales Genie commercial, not Go Daddy.
February 11th, 2008 at 10:56 am
Bob,
Did the DM News article take into the account the “buzz” around the SalesGenie ads — which by some accounts were deemed racist? The panda ad received tens of thousands of downloads on YouTube. http://marcom-writer-blog.com/?p=205
How many people took advantage of SalesGenie’s offer?
And, did they get 25,000 visits per ad or for the entire campaign? (They had multiple versions of the ad which ran during the course of the Super Bowl.)
How many bloggers blogged about the ads, further increasing exposure?
February 11th, 2008 at 3:32 pm
DH: The only thing the article in DM News said was that the 2007 Sales Genie Super Bowl commercial generated 25,000 visits. I assume they meant just from the one broadcast during the Super Bowl. It said nothing about buzz, blogging, conversions, or any other metric. Based on the 25,000 unique visits, and assuming $1 million to run the spot (I think it may have been considerably more), that’s $40 per click.
February 12th, 2008 at 11:07 am
Bob, SalesGenie ran two spots that I know of. So the cost is considerably more if you’re just going by clicks from the TV promotion.
February 12th, 2008 at 11:12 am
PS — Here is a great article about the ad spots. http://www.tmcnet.com/usubmit/2008/02/06/3253562.htm
He ran three ads this Super Bowl and one last year. Last year he had an ROI of $40 million. He hasn’t said what his ROI is this year.
February 12th, 2008 at 12:49 pm
DH: This would indicate to me that the DM News writer did a poor job of research for her article, since this fact, obviously published and available online (I assume you did a Google search) was never mentioned.
February 13th, 2008 at 12:26 pm
Hello! New reader; first time poster.
This was an enormous mistake in targeting by SalesGenie. I have always felt that SuperBowl advertising was only sensible for brand marketing of broad-use consumer products. Budweiser, McDonald’s, or Gillette, for example. They could have spent much less to acquire 25000 visits to their site by targeting their ads at business owners and marketing departments. What’s more, those 25000 visits would likely have a significantly higher conversion rate. Frankly, this failure makes me suspicious of the quality of their mailing lists.
February 19th, 2008 at 7:28 pm
Bob Parsons said GoDaddy.com had two million visits on Super Bowl Sunday, from just one ad.
February 26th, 2008 at 12:02 pm
I have to think that it would be virtually impossible for Sales Genie to have made that ad buy pay off. I suggest that the huge ego boost from having a Super Bowl ad likely had more to do with the decision to spend that much money.
Regarding the value of “buzz” and the question of being able to truly measure the value of a Super Bowl ad, of course you can. Certainly much of the value. There is surely “buzz” (like this thread), but that’s background noise. Any media buyer relying on buzz to justify the cost of the ad is on thin ice.
February 26th, 2008 at 4:06 pm
I was one of the 25,000 people to visit Salesgenie after the Superbowl ad. Was pretty disappointed by what they had to offer. I work in the content development industry and they had absolutely nothing for me. Anyway, even if they had sent me a list of 100 people, I don’t think it would have helped much. I found the navigation on their website pretty user unfriendly too.
Twenty five thousand people might have visited Salesgenie.com after they viewed the ad. But if less than ten percent actually signed up for a paid account (That is of course just my estimate), the cost is more than 400 dollars/click!!!
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February 16th, 2024 at 11:00 pm
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February 17th, 2024 at 8:58 am
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February 17th, 2024 at 11:55 pm
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March 3rd, 2024 at 11:08 pm
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It’s a simple and quick way to have your opinion heard and get a little something more when you come back. Visit here TellBostonMarket
August 15th, 2024 at 6:42 am
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August 17th, 2024 at 1:05 am
Making your experience at Kroger as enjoyable as possible is their first priority, from the fresh fruit to the helpful personnel. Visit here KrogerFeedback
August 18th, 2024 at 1:26 am
In order to promote involvement, they provide awards. You get a validation ticket after finishing the survey, which you may use to get a free dinner at Chick-fil-A. Visit here Mycfavisit.com
August 20th, 2024 at 12:11 am
Let me begin by providing a brief overview. You, the devoted customer, can provide Wendy’s with direct feedback using the TalktoWendys online survey platform (see talktowendys.com). Visit here TalktoWendys
August 21st, 2024 at 12:06 am
If you have recently visited a Dairy Queen restaurant, a DQ search code will be visible on your receipt. Using this code will enable you to receive a free Dilly Bar coupon. Visit here DQFanFeedback.com
September 4th, 2024 at 4:27 am
In addition to its well-known fried chicken, KFC now serves sandwiches, wraps, salads, and more. It has developed into one of the most well-known fast-food operators in the world throughout the years. Visit here MyKFCExperience
September 4th, 2024 at 4:54 am
As digital engagement continues to evolve, tools like DqFanFeedback are likely to become even more integral to understanding and connecting with audiences. The platform’s ability to provide.
September 5th, 2024 at 2:56 am
DqFanFeedback 1000 includes customizable polls and surveys that can be embedded into various digital platforms.
September 10th, 2024 at 8:11 am
One size does not fit all when it comes to feedback. DqFanFeedback offers customizable survey and poll templates that can be tailored to specific campaigns or products. This flexibility ensures that feedback is relevant and actionable.
September 11th, 2024 at 1:40 am
The TellPopeyes Survey is a customer feedback program run by http://www.tellpopeyes.com that aims to assist eateries better understand their patrons’ eating experiences and provide them with ever-better service. Visit here TellPopeyes
September 12th, 2024 at 5:57 am
We can continue to develop by paying attention to your input, which will entice you to return. Guestobsessed
September 17th, 2024 at 4:27 am
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September 17th, 2024 at 8:23 am
Jacklistens The first Jack in the Box restaurant started for business in 1951 and was located in San Diego. As an additional interesting fact, the company’s headquarters are located in San Diego. Visit Here Jacklistens Survey
September 18th, 2024 at 1:28 am
Through the online survey platform WalgreensListens, you can participate in the survey and enter to win some very worthwhile prizes. WalgreensListens
September 19th, 2024 at 7:50 am
TalkToStopAndShop This business is called Talktostopandshop.com. After a consumer completes a survey, they can receive a Validation Code card as a reward. Read More Here TalkToStopAndShop
September 20th, 2024 at 6:31 am
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September 24th, 2024 at 1:21 am
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September 25th, 2024 at 1:13 am
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September 27th, 2024 at 1:09 am
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September 27th, 2024 at 5:36 am
Taking a few minutes to complete the DQFanSurvey comes with a range of benefits, both for you and Dairy Queen®. DQFanSurvey
September 28th, 2024 at 8:10 am
Feedback on the Kohl’s mobile app varies. Many users enjoy its convenience, while others face usability issues. Enhancing app features could significantly improve customer engagement and satisfaction.
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September 29th, 2024 at 2:28 am
They adjust their policies and terms based on the client’s evaluation. They make an amazing effort to maintain the standards. https://sobeyscommysobeys.autos/
October 2nd, 2024 at 3:36 am
Participate in the survey by providing your opinions on the chain’s advantages and suggestions for improvement to make Taco John’s even better. Visit here Telltacojohns.com Survey
October 3rd, 2024 at 12:40 am
The well-known supermarket business Pick ‘n Save is dedicated to providing a large assortment of premium goods at reasonable costs. Visit Here Picknsave.com/Feedback
October 4th, 2024 at 1:34 am
To show their appreciation for their participation in the JackListens survey, Jack in the Box is providing complimentary tacos to everyone who takes part in the survey.
October 4th, 2024 at 5:08 am
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October 6th, 2024 at 7:06 am
The well-known restaurant company Applebee’s Neighborhood Grill + Bar has begun offering an Applebee’s Survey at talktoapplebees.com in an effort to enhance customer satisfaction. Talktoapplebees
October 7th, 2024 at 2:02 am
The winner is selected randomly at the end of the sweepstakes period. Winners are notified via the contact information provided during the survey. TalkToStopAndShop
October 8th, 2024 at 1:11 am
Purchases must be made from a Jean Coutu store, and within seven days of the purchase, you must utilize the survey access code on your receipt to complete the online survey at Opinionsjeancoutu.com in order to be eligible to win. Opinionsjeancoutu.com
October 9th, 2024 at 1:09 am
This is a widely used technique for getting feedback from customers. Similar strategies are being used by other bigger retailers and businesses throughout the United Kingdom. McDFoodForThoughts
October 12th, 2024 at 3:55 am
This Lowe’s survey relates to the launch of the Lowe’s website, where you may discuss and provide general advice and feedback regarding your current shopping experience. Lowes.Com/Survey
October 12th, 2024 at 11:22 pm
Only lawful permanent residents of the United States are eligible, and each receipt is good for one survey entry. Visit here JackListens
October 14th, 2024 at 10:03 am
What went right, what went wrong, and which staff members gave exceptional service are the things they want to know. Visit here Pandaguestexperience Survey
October 16th, 2024 at 4:25 am
After filling out the customer input form, you will receive complimentary coupons and vouchers for your subsequent visit to the business. Tellculvers
October 17th, 2024 at 1:48 am
The Walgreens Listens customer survey is now available on its official website, walgreenslistens.com. We extend a warm welcome to you. We invite you to participate in our Walgreens survey so you can express your opinions on us. Visit here WalgreensListens
October 18th, 2024 at 12:47 am
There are twelve opportunities to win $500 each in the Firehouse Subs Sweepstakes; the Sponsor alone may substitute a prize. In accordance with stringent sweepstakes regulations, this $6,000 total prize fund is an approach to appreciate consumer feedback. Visit here firehouselistens
October 19th, 2024 at 5:50 am
It’s a win-win situation: your feedback helps improve Kohl’s services, and you stand a chance to enjoy a generous reward! KohlsFeedback
October 22nd, 2024 at 12:56 am
Additionally eligible for these freebies are those who use the thinking box on the company website to provide feedback. Enhancing administration and service was the aim of the DQFanFeedback project.
October 23rd, 2024 at 6:34 am
KFC has been operating for nearly 90 years, having been founded in 1930. The company was founded by Chief Colonel Sanders, and the brand and advertisements frequently include his image. Visit here MyKFCExperience .com
October 25th, 2024 at 4:07 am
You must present a legitimate Kohl’s gift card in order to purchase an expensive camera. You have 30 days from the date of purchase to return photoelectric parts with the appropriate papers and license. Visit here KohlsFeedback.com
October 26th, 2024 at 6:34 am
Whether it’s about the quality of food, customer service, cleanliness, or atmosphere, Dairy Queen values your feedback. Completing the DQFanSurvey gives you the chance to help Dairy Queen enhance their offerings. DQFanSurvey
October 29th, 2024 at 1:04 am
French fries, tacos, tostadas, and cheeseburgers are just too good to pass up. With 547 sites, Del Taco is now a well-known fast food chain in the United States. Myopinion.deltaco.com
October 29th, 2024 at 1:44 am
Consumers who spend the time to offer frank feedback can enter a sweepstakes to win $1,000 in cash. Visit here Publixsurvey Survey
October 30th, 2024 at 12:15 am
Customers can provide comments and recommendations regarding their shopping experience by completing the Lowe’s Survey, which is accessible online. Lowe’s is able to enhance its offerings and client experience thanks to this feedback. Visit here http://www.lowes.com/survey
November 3rd, 2024 at 12:23 am
In the United States, Sonic Drive-In is the only fast-food business with the greatest number of franchises that are independently owned and operated. Oklahoma City is home to the business’s main office. Visit here TalktoSonic survey
November 3rd, 2024 at 1:06 am
Completing the survey offers you the opportunity to express your opinions and enter a lottery to win £500 worth of Waitrose gift cards. Visit Here Waitrosehaveyoursay.com
November 4th, 2024 at 6:24 am
You will have the opportunity to win a $50 Wingstop rewards card after finishing the Wingstop guest satisfaction survey. You can enter your gift into a sweepstakes to win more rewards. Visit here Mywingstopsurvey survey
November 13th, 2024 at 5:49 am
Their purpose? to make eating and living properly easier for you. Additionally, they are now looking to devoted clients like you to find out more about what is and is not working and how they can keep getting better. Visit here http://www.WFM.com/Feedback
November 15th, 2024 at 4:34 am
In order to make sure Belk fulfills all of your expectations, these questions are intended to get insight into your Belk experience. Visit here Belksurvey.com
November 21st, 2024 at 1:47 am
For many years, Converse has been a fashion icon. Converse has established a reputation for producing shoes that represent personal flair and self-expression, from the iconic Chuck Taylor All-Stars to the striking One Star.
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