Many credit the significant drop in dot-coms to the harsh economic year experienced by many Internet companies that do not have the funds for Super Bowl advertising. Dot-com companies have had a horrid year. Of the 17 dot-coms that spent big bucks on last year s game, seven are now out of business or have been bought by other companies. Their business models did not pan out. Many commercials had little or nothing to do with the product or service the company actually provides, making the commercial easily forgettable.
Great advertising uses creativity to meet the needs of the client.
But last year it was creativity for creativity s sake and they were not accomplishing the client s goal. Apparently their strategy was to get a funny ad and the name of the company and everything would fall in place, but it didn t fall in place. Tipps said the dot-com commercials were missing key steps, mainly the reason why consumers should try the brand. According to McClintock, a return to the traditional advertisers. There are not as many fledgling Internet companies this year.