Room for improvement

Advertisers failed to effectively extend their Super Bowl ad buys online, reports Mediaweek.

That conclusion comes from a study by Reprise Media, who studied how advertisers worked to connect their TV spots with online marketing.

70 percent of Super Bowl advertisers bought search ads relating to the spots they ran. That's up 20 percent from last year.

But only six percent of advertisers included some call to the web as part of their commercials. And only seven percent bought search ads for keywords like industry terms and proper names related to the ads.

Finally, no one pointed viewers to any sort of brand-sponsored social network page.