Superbowl advertisers favor websites with sports content as traffic to these sites have increased. Advertisers have bought up keywords and phrases tied to the big game.


Superbowl advertisers favor websites with sports content as traffic to these sites have increased. Advertisers have bought up keywords and phrases tied to the big game.

Internet traffic of sites and portals with sports content including Yahoo!, AOL and ESPN have increased.

Google search queries, related to Super Bowl, have increased and advertisers have bought up keywords and phrases tied to the big game.

Sarah Kim Baehr, vice president of media for Avenue A Razorfish, the biggest buyer of online ads for clients, said: “If you’re going to spend the money on the Super Bowl, to not take advantage of search advertising just seems silly”.

The keywords bought were not related to the game alone. Other keywords related to the ads that had humorous content were also in demand. Last year, Careerbuilder.com ran three humorous Super Bowl ads. The jobs site also bought keywords that viewers were likely to use if they wanted to search online for the spots, including “chimp ads” and “monkey ads” because the advertisement involved these terms.

Richard Castellini, Careerbuilder’s vice president of consumer marketing, said: “We spent a decent amount of money buying keyword traffic just to get people to visit the ad again”.

The company also ran an Internet campaign tied to the game spots, placing ads on major sites such as Microsoft’s MSN and AOL, and on 150 newspaper sites.
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