【第51届超级碗:#标签#时代的终结?】

【第51届超级碗:#标签#时代的终结?】

66家超级碗广告品牌仅20家使用标签(比去年超级碗减少15%),但却有41%包含URL链接。除T-Mobile同时使用标签、URL和社交媒体平台进行推广,大多数品牌选择用URL代替标签,并收效良好(美建材公司84lumber发布带URL的内容,使其主页获得600万访问量)。研究人员表示,以提升话题热度、让用户便于找到志同道合圈子为初衷的标签,正在被符合视觉化需求、吸引浏览量的URL替代。

http://www.dailymail.co.uk/sciencetech/article-4200958/URLs-outdo-hashtags-ads-aired-Super-Bowl-LI.html

Is the hashtag over? Researchers reveal Super Bowl ads have abandoned them (and Facebook and Twitter) for URLs

  • Out of 66 ads only 30% of them had a hashtag - while 41% included a URL
  • This year had a 15% decrease in number of hashtags used in commercials
  • Twitter handles were only shown in 5 commercials and Facebook in 4 

It could be the end of the hashtag.

A new report has revealed that out of the total 66 ads that aired during Super Bowl LI, only 30 of them included a hashtag - while 41 percent displayed the firm's URL.

The shift was a new strategy for corporations to bring more traffic to their websites, rather than just gaining popularity on social media - with just five mentioning a Twitter handle, and four a Facebook page.

A new report has revealed that out of the total 66 ads aired during Super Bowl LI, only 30 of them included a hashtag, while 41 percent displayed the firm's URL. The statistics come from Marketing Land ¿s sixth annual Hashtag Bowl

A new report has revealed that out of the total 66 ads aired during Super Bowl LI, only 30 of them included a hashtag, while 41 percent displayed the firm's URL. The statistics come from Marketing Land ’s sixth annual Hashtag Bowl

The statistics come from Marketing Land’s sixth annual Hashtag Bowl that counts hashtags, social media mentions and URLs in ads shown during Super Bowl, reports Danny Sullivan for Marketing Land.

‘We tabulated only nationally shown ads and only those shown between kickoff and the end of the game,’ shared Sullivan.

SUPER BOWL HASHTAGS VS URLS

Marketing Land examined all of the 66 Super Bowl ads to air in the US in order to calculate how many used hashtags and URLs

Marketing Land examined all of the 66 Super Bowl ads to air in the US in order to calculate how many used hashtags and URLs

The statistics come from Marketing Land’s sixth annual Hashtag Bowl that counts hashtags, social media mentions and URLs in ads shown during Super Bowl, reports Danny Sullivan for Marketing Land.

Super Bowl XLVIII, which was played in 2014, broke the record for the most hashtags used in ads - 57 percent.

Both 2013 and 2015 had 50 percent, but in 2012, only 12 percent of ads included a hashtag.

The research group found that only 20 ads included a hashtag at the end, which is a 15 percent decrease from last year. There were also movies like 'Logan' and 'The Handmaid's Tale' that aired with a hashtag at the end of the trailer

The research group found that only 20 ads included a hashtag at the end, which is a 15 percent decrease from last year. There were also movies like 'Logan' and 'The Handmaid's Tale' that aired with a hashtag at the end of the trailer

Based on the total 66 ads, only 20 of them included a hashtag - 30 percent.

While URLs were show in 27 or 41 percent of ads overall.

Marketing Land also examined how many times social media platforms were mentioned in ads and found that Twitter had five mentions, while Facebook and Instagram both had four.

Super Bowl XLVIII, which was played in 2014, broke the record for the most hashtags used in ads - 57 percent. Both 2013 and 2015 had 50 percent, but in 2012, only 12 percent of ads included a hashtag

Super Bowl XLVIII, which was played in 2014, broke the record for the most hashtags used in ads - 57 percent. Both 2013 and 2015 had 50 percent, but in 2012, only 12 percent of ads included a hashtag

Super Bowl XLVIII, which was played in 2014, broke the record for the most hashtags used in ads - 57 percent.

Both 2013 and 2015 had 50 percent, but in 2012, only 12 percent of ads included a hashtag.

HISTORY OF THE HASHTAG

In August 2007, Chris Messina, a social technology expert, posted the first hashtag in a tweet – ‘#barcamp’.

‘how do you feel about using # (pound) for groups. As in #barcamp [msg],’ Messina wrote in his tweet.

Messina posted it as a way to spark online discussions about Barcamp, a global technology unconference gathering.

Evan Williams, Twitter founder, admitted that when Messina shared the first hashtag, he didn’t see the concept becoming popular.

Messina also began informing other Twitter users how hashtags could be used to organized tweets, which created ‘inner circles’ among users interested in the same topic.

 Source: Hashtag.org

Based on the total 66 ads, only 20 of them included a hashtag, which is 15 percent less than last year. This included Skittles with #TasteTheRainbow (pictured)

Based on the total 66 ads, only 20 of them included a hashtag, which is 15 percent less than last year. This included Skittles with #TasteTheRainbow (pictured)

Based on the total 66 ads, only 20 of them included a hashtag, which is 15 percent less than last year.

This included Skittles with #TasteTheRainbow, Avocados from Mexico with the #AvoSecrets and Febreze used #BathroomBreak

While URLs were show in 27 or 41 percent of ads overall.

One ad spread that replaced the hashtag with a URL was successful in bringing more people to their site – although it may have worked too well.

The 84 Lumber ad that aired during the Super Bowl ended up being even more of a success than its creators intended - crashing the firm's website after six million people tried to watch.

The third commercial to air came from Avacados from Mexico (pictured), which used the hashtag #AvoSecrets at the end of the ad

The third commercial to air came from Avacados from Mexico (pictured), which used the hashtag #AvoSecrets at the end of the ad

However, T-Mobile (pictured) was the only firm that decided to cover all of their bases and included a hashtag, URL and all of its social media handles

However, T-Mobile (pictured) was the only firm that decided to cover all of their bases and included a hashtag, URL and all of its social media handles

The first half of the two-part ad aired in a 90-second slot during Sunday night's game and the firm included ‘Journey84.com’ at the end so viewers could see the conclusion.

The shortened commercial shows a Spanish-speaking mother and daughter traveling in the back of a pickup truck, jumping on a freight train and walking across the desert.

 


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