Another returning advertiser, the E*Trade Financial Corporation, is surrounding its Super Bowl spot with a variety of Internet initiatives, including some that will begin on Facebook and YouTube (youtube.com/etrade) on Friday and on Twitter early next week.
They include, in addition to Denny's, General Electric, also a first-time advertiser; and the returning advertisers Audi, a division of Volkswagen; CareerBuilder, owned by a consortium of media companies; H & R Block, which will run a commercial by Campbell Mithun in Minneapolis, part of the Interpublic Group of Companies; and Monster.com, part of Monster Worldwide.
GAFD received a lot of criticism for returning advertisers poor quality traffic in the past, and yesterday's launch won't exactly reduce that criticism.
(There are seven returning advertisers, including Reebok, Target and Visa).
Returning advertisers, too, are putting more money in the spectacle, which is, after all, the most-watched U.S. sporting event.
Returning advertisers include Anheuser-Busch, PepsiCo and CareerBuilder.com.
Yelp had a 67% return advertiser rate, and that would have been much higher if it hadn't DOUBLED its local advertiser count in that year.
In a blog post introducing the advertising program for third-party sites, Erik Johnson, the head of Atlas, wrote of "bridging the gap between online impressions and offline purchases" — in other words, showing a return on advertisers' investments.
They need to be social enough so that they are palatable to the people expected to add them to their social communications, but commercial enough that they offer a return for advertisers.
"We are putting our money where our mouth is in guaranteeing a return on the advertiser's investment," said James Spanfeller, president and chief executive at Forbes.
Based on six weeks of data about 76 million ad viewers, Triggit found that people are 240% more likely to a return to an advertiser's site after they're retargeted with ads for that site on Facebook.
