Google runs $5m Superbowl ad spot

Google broadcast its first TV ad promoting its search engine during last night’s Superbowl as the company continues its move into traditional media advertising.

Google ran a 53-second ad called Parisian Love, previously available on YouTube, showing a person searching for a variety of topics, including courses, restaurants and translations, around Paris.

Google’s ad will have cost the company approximately $5m (£3.2m) to broadcast, with Superbowl ad slots sold for around $3m (£1.9m) for 30 seconds.

It’s not the first time Google has run a TV ad campaign. Last year it ran a series of high-profile ads for its browser Chrome outside the UK. However, this is the first time Google has promoted its core search service on TV.

While it’s still the dominant player in both the US and UK markets, Google has seen Bing, Microsoft’s fledgling search brand, gain a foothold in the North American market since launching last summer.

Bing, which was born from an overhaul of Microsoft’s Live Search, increased its share from 10.3% to 10.7% between November and December last year.

If its proposed search deal with Yahoo is approved by regulators, it would give the combined platform in excess of 30% of the market – just under half of Google’s 65% (nma.co.uk 5 February 2010).

In the UK Google is currently running an outdoor and print campaign for Chrome, while last week it was revealed to have appointed digital agency Essence to manage the online media account for the browser.

The agency will launch an online pan-European campaign across eight countries, including the UK, France, Germany and Spain, to reach an estimated 178m internet users (nma.co.uk 1 February 2010).

This story first appeared on newmediaage.co.uk

Latest from Marketing Week

Marketoonist on GDPR

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here