As a domain name industry veteran, I am always fascinated by how brands leverage domain names and vanity URLs during the Super Bowl because it’s one of the most high-profile advertising slots available today. 

This year, I took the time to examine 59 commercials (I think I got them all!) that aired during the big game to see if I could discern any trends and preferences in digital marketing strategies and domain name utilization.  Here are the results:

Domain Feature Rate

While a significant minority of brands chose to highlight their online presence directly in their ads, the majority opted not to. To me, this indicates a thoughtful choice by brands, reflecting diverse marketing strategies and the value of digital engagement beyond direct URL promotion.

Industry Diversity

The commercials represent a broad spectrum of industries, from Insurance and Food & Beverage to more niche sectors like Cybersecurity and Tax Preparation.

The inclusion of domain names in commercials spans across these varied industries, with Real Estate, Advocacy, Telecommunications, and Food & Beverage being more likely to feature domain names.

This diversity showcases the universal importance of digital presence across all sectors, not just those traditionally associated with technology.

Brands as Domain Names

Among the commercials, brands that are inherently domain names, like Apartments.com, Booking.com, and Homes.com, highlight a familiar marketing strategy.

These brands leverage their Super Bowl ad spot not just to promote a product or service, but also to reinforce their domain name as their brand identity.

This strategy capitalizes on the memorable and direct nature of domain names, making it easier for viewers to recall and visit their site.

Vanity Domains

Some brands created specific landing pages or microsites for their Super Bowl commercials, using memorable or catchy domain names related to the ad's content. Some examples from this year include letsoutdocancer.com (Pfizer), thepringlesmovie.com (Pringles), and doordash-all-the-ads.com (Doordash).

This strategy can enhance engagement by providing viewers with an interactive experience that extends beyond the commercial itself.

DNS Providors

Akamai (24%) is the leading DNS provider among the commercials, followed closely by GoDaddy (14%) and AWS (14%). These providers are known for their global reach, reliability, and security features, indicating that brands prioritize these factors when selecting a DNS provider for their domains.

Security

The data reveals that that 10 of the featured domain names had DMARC configured, while 7 did not. This may suggest varying levels of awareness or priority given to email security practices.

Notably, none of the domain names used DNSSEC, pointing to the challenges associated with adopting this security standard, which prevents man-in-the-middle attacks.

Its absence here could indicate either a lack of awareness or a perception that it is not necessary for their specific use case.

Ad Scores

There was a notable correlation between USA Today's AD Meter scores and domain name features. Commercials with domain names averaged a lower Ad Score of 4.82 versus 5.34 for those without.

This relationship might imply several things: Commercials that did not feature domain names might have focused more on storytelling or emotional engagement, which could resonate more with viewers and thus result in higher Ad Scores.

Conversely, commercials that included domain names might have been more focused on direct action or informational content, which, while potentially effective for driving traffic or conversions, might not engage the audience in a way that maximizes Ad Score ratings.

It's important to note that correlation does not imply causation, and many factors contribute to an ad's effectiveness and its score.

Nonetheless, these insights suggest that the decision to include a domain name in a Super Bowl ad could be influenced by the overall marketing strategy and objectives of the campaign, balancing direct calls to action with the desire to create a memorable and emotionally engaging experience.

Beyond the Commercials

Beyond the confines of TV commercials, domain names were extremely prevalent across other marketing mediums tied to the big game, including sponsorships and in-stadium signage, highlighting their integral role in comprehensive advertising strategies.

Have any thoughts or questions on this analysis? A favorite commercial? I'd love to hear from you!