Whether you are a football fan or not, all eyes will be focused on the television come Sunday, Feb. 5th for one reason. The Super Bowl. But not all eyes will be focused on the game. The ads get just as much attention as the players do. The media spend as much space discussing the highs and lows of the night’s advertisements as they do to the game itself. If you happen to be one of the 30+ brands who forked over millions for an ad spot, you want your money’s worth, right?
The important thing to remember is that we’re not just watching the ads with our friends and family. We have our smartphones and tablets in our hands and can interact with your ad on the spot, in real time. That means those TV ads, which used to sell goods on Monday, are now enabling your customers to respond right now.
Here are four things you need to make sure you that your ads build awareness and create those sales.
- Geotarget your landing pages. When the viewer shows up on your website, do you serve an experience tailored for the geography for the visitor? Look at the IP address and match it against your InfoScan data to deliver a promotion tailored to the DMA or zip code of the visitor. Neustar’s IP Intelligence is the right way to start.
- Optimize with Caller ID services. When the customer gets so excited that they pick up the phone and call you right now, are you using an on-demand identification service to segment the caller and provide them with the perfect offer? Neustar’s TARGUSinfo On-Demand identification service can make that happen.
- Load test your site to handle the traffic. All those folks, with all those connected devices, are going to hit your website at the same time to see what Matthew Broderick is doing next. Is your website ready for that? Neustar’s On-Demand Load Testing service will tell you if Bueller will break your website.
- Make sure your website is reachable. If thousands of people are hitting your website on the way to the restroom, your site has to begin loading immediately. Your Domain Name Service (DNS) must get your customers to the page they want. Neustar’s UltraDNS assures your customers will get to your site, securely and quickly.
Oh, and as an old-time direct response marketer, how about I add a fifth “must have?” Your clever advertisement does have a prominent and compelling call-to-action, doesn’t it?
