As the St. Louis Rams and Tennessee Titans prepare for the opportunity to be crowned Super Bowl champion on 30 January, some Internet companies are hoping to become the leaders of the Web as they spend millions of dollars buying 30-second advertising spots during the game. Gartner Group, Inc.
Brand recognition is what the Internet companies want to achieve.
However, these companies must have the dollars to execute a long-term advertising campaign. Some Internet companies are spending most of their advertising budget for the Super Bowl, hoping these advertisements will create multiple business opportunities. Not only do the companies anticipate to gain hits on their Web sites, but more importantly for some companies, they are hoping this will trigger new investors and partnerships to keep their companies alive. The company continued its ad campaign throughout the year. This translated into a revenue increase from first quarter 1999 to third quarter 1999 of 265 percent over the same period in 1998.