GoDaddy Pays $2.4 million for Super Bowl Ad!

[ExpireGuy]

One of the largest domain registrars on the web (GoDaddy), is looking to "hike" some interest with a TV ad campaign that's schedualed for kick off at the 39th Super Bowl.

"...there's even an early candidate for what Chris Wall, co-creative head at WPP's Ogilvy & Mather in New York, called the game's penchant for the "Hail Mary play for brands nobody has ever heard of." GoDaddy.com, the world's largest domain-name registrar, is in with one unit. The site-which hasn't even had an ad agency before-will pick between two New York shops working on Super Bowl ideas, Adstore and Cliff Freeman and Partners, for the "huge exposure" the Big Game offers, said a rep for the Scottsdale, Ariz., company."
source: Adweek

It won't come cheap either, the Fox Network price tag for a one 30 second commercial unit is 2.4 million dollars. The GoDaddy ad will air when the big game hits TV screens, February 6th, 2005.

source: DomainWeblog.com

 

[Dzelil]

How many people do you actually think will visit the website after it is shown?

 

[AndyM1988]

Looks like I'll have another reason to watch the big ol' bowl

 

[gariben]

How many people do you actually think will visit the website after it is shown?

It's just not the TV Ads, many blogs and forums and even newspapers will be talking about the sponsors. They will be talking how another dotcom company ...blah blah.. blah.

Also.. it shows some creditability to the current GoDaddy customers they they are here to stay.

 

[David G]

This validates the value of upselling all the high profit products you are asked to buy upon checkout of a low margin product like a domain reg.

They appear to use domains as a way to get you into the store so they can upsell you. Not that there is anything wrong with that as it's smart marketing. However, I still question the intelligence of paying about 3 million $ for the 30 second slot and cost of making the ad.

 

[DaddyHalbucks]

Yes, upsell is the name of the game.

 

[GeorgeK]

They can earn $1000+ over the lifetime of a webhosting client. If they can gain an extra 2000 clients from the ad, it will pay for itself.

No guts, no glory.

 

[dreamboy]

i believe is worthless...

they should invest in something else . related with the industry .....
it's true that this is publicity , but not the one that counts....
just my opinion.. :-D

 

[darrenl]

Your not from the US are you dreamboy

 

[ForumDomains]

http://www.dnforum.com/showpost.php?p=473890&postcount=32

 

[namedropper]

Football fans don't really seem to match the domain name demographic very well. But then all the stuff they try to upsell matches the clueless Internet webmaster market pretty well. Seems like a risky proposition.

 

[Togoodhlth]

Football fans don't really seem to match the domain name demographic very well. But then all the stuff they try to upsell matches the clueless Internet webmaster market pretty well. Seems like a risky proposition.

Remember though that a huge number of non football fans will be watching the game.
I have a superbowl party every year and a lot of the people who come dont regularly watch football.
The superbowl ads have become a big attraction. People dont get up to go grab a beer during the commercials but stay glued to the tv to see the budweiser frogs etc. Superbowl commercials in many cases are fun to watch.

As far as the demographic goes I think it is right on target. Several of the people who will be at my party are entrepreneurs and of those just about all use the internet in some way to market their products or services.
Now that I think about it everyone I know either goes to a superbowl party or watches the game at home.

Well, I hope the ad is unique!

 

[broe-foe]

Godaddy stands to solidify itself as the #1 registrar, worldwide, but only if it hypes extensions other than .com, .net, and .org.

Whenever I see or hear an advertisement for Register.com, they only seem to bother with .com, .net, and .org. Never do I hear other extensions mentioned.

If Godaddy highlights other extensions as "new", such as .info, .biz, and .us, they stand to become the Network Solutions of the new extensions. I only hope they go there, and don't stick to only mentioning .com, .net, and .org in their TV ad.

The "new" extensions need a kick in the pants. Sales have become rather anemic, and Afilias has repsonded by virtually giving away .info names. Neustar/Neulevel don't seem motivated to do anything about .biz and .us, other than sit on them.