After paying millions of dollars for a few precious seconds of airtime during the Super Bowl, companies are going online to get the most out of their advertising buck. As reported by CNet, ad agencies are buying up keywords that people might use to search for their products. For example, Dove bought keywords like “real beauty” in reference to their first Super Bowl commercial. Knowing that people often search for what they see on TV, these companies are trying to get the most out of those Super Bowl campaigns and it most likely paid off, too.
Running multiple ad campaigns in several forms of media is not for everyone but if you are running a TV or radio commercial, it is definitely something to think about.