Forrester analyst, Jeremiah Owyang, asked the question tonight, “how many ads in an hour can you spot that don’t have a URL.” OK, this geek is up for a good challenge – afterall, Mark is out of town, so I’m home alone.
Verdict? In one hour I saw 36 commercials – 16 of which DID NOT have a URL in their ad. I was surprised to see which ones did not: Revlon cosmetics, Claritin sinus medication and Bailey’s liquor, among others. I would think that above all else, Claritin would have a URL associated with their ads. As a drug company, wouldn’t you want to be the one to explain how your product works and possible side effects?!? I thought that it was possible that Claritin couldn’t advertise via a website, but that’s not the case – they have claritin.com.
On the other hand, I can’t dismiss the fact that 55% of commercials that I saw in one hour (on cable) did have an associated URL.
Interesting challenge. I think I’m going to watch for more ads that don’t have URLs.