The Super Bowl: Where Domains Will Take Center StagePosted: February 5, 2012
The NFL Super Bowl is back, and so are the commercials. The Super Bowl represents one of the most lucrative advertising opportunities for both companies and the television networks that air it. In fact, NBC is now charging an average of $3.5 million for each 30 second spot.
Yes, for more than what SalesForce paid for the domain Social.com, you can get a whopping 30 seconds of airtime during the Super Bowl. It may seem like a ridiculous price to pay, but the Super Bowl is seen the world over, and thanks primarily to companies going all-out for their Super Bowl commercials, it has become an event where people actually look forward to seeing the commercials.
How exactly do domains take center stage?
If there is one company that is the poster child for the potential gains from having Super Bowl commercials, it’s GoDaddy. They’ve taken their highly-paid advertising opportunities and transformed from a somewhat average player in the domain industry to the pioneer of it.
To put things in perspective, look at the sales of businesses Network Solutions and GoDaddy last year. Network Solutions, the company that used to be the monopoly through which all domain names were registered, sold last year for $405 million to Web.com. Surely a respectable price, but dwarfed by the price that GoDaddy fetched just a month earlier: $2.25 billion.
GoDaddy can owe most of their success to their marketing efforts, which once they first advertised in the Super Bowl in 2005, centered their marketing efforts around those ads and the controversy they drew. Bob Parsons has even said as much, indicating an immediate huge jump in business after that very first ad.
They have become such a focal point that many curious minds wonder what they will advertise in the next Super Bowl. Details such as the people they feature often come out in the months leading up to the Super Bowl which helps generate the buzz, and often after the Super Bowl, the GoDaddy commercials are among the most talked about. This Super Bowl will likely be no different.
2. Domains in commercials
While GoDaddy provides a window into the domain industry for folks watching the Super Bowl, domains themselves are utilized in many Super Bowl ads. In fact, in many cases it is NOT the primary company domain that is featured, but a promotional domain bought or registered in the months leading up to the Super Bowl.
Last year for instance, there were a number of Groupon commercials centered around a charity theme. The commercials themselves played on several real world causes while ultimately trying to get people to “save the money” (vs. “save the whales” or something similar). The domain they used in the commercial? SaveTheMoney.org, a brandable phrase domain.
Despite the fact that many people found the commercials offensive, forcing Groupon to pull them a week later, they still raised $500,000 for the causes they were taking up. SaveTheMoney.org enjoyed a nice spike from no traffic to about 80,000 Alexa rank due to the commercials.
If you haven’t watched Super Bowl commercials with domain names in mind, I encourage you to do that for this Super Bowl. You may get some interesting ideas for promotional domains for your business.