I've been watching the American Music Awards tonight and although the performances have been mediocre at best, the missed opportunities by the advertisers have been the biggest story for me.
Currently the search term "American Music Awards 2009" is the 10th most searched term on Google. Guess how many advertisers have paid to have sponsored search ads appear? None. Dozens of brands see an opportunity to connect with consumers on TV during the broadcast but no one saw the opportunity to connect with these same consumers (even days) before, during or after online.
Not only is there a big missed opportunity within aligning their search keywords with the major Television event but the brands themselves are not buying search aligned to their TV spots.
One example is Maple Leaf Prime Gourmet Chicken product launch . They actually have a good commercial but that is where my praise for them ends.
The first time I saw the spot I immediately went online and performed a video search for the commercial (which isn't posted), then searched the product name and was hit with a sponsored search ad that takes me to their homepage where oddly enough the product that they are paying hundreds of thousands of dollars (probably) for multiple spots on the AMAs is not even showcased. Really Maple Leaf? Please call me - your ad agency isn't doing their job.
They should have sponsored search driving directly to the product page, as a secondary tactic feature it on your home page and post your TV spot so that people like me can post it to our blogs, share it on twitter and help you out for free.
In February I wrote a rant about the Oscars and all of their missed opportunities for increased engagement and revenue. Obviously the American Music Awards didn't read it...but you can check it out here.