Despite boasting one of the most talked-about and memorable commercials on last month's Super Bowl, GoDaddy.com has opted to let its contract with The Ad Store in New York expire this week.
Instead, the Scottsdale, Ariz.-based domain registry will take its account in-house and focus on developing direct response efforts that offer a better, more measurable return on investment, said founder Bob Parsons.
"When you do branding advertising, you really don't know what's working and what's not immediately," Parsons said. "With direct response, we're able to track on our Web site how well each of those ads work." By using direct response ads, GoDaddy.com can track which ads are bringing in the most customers at what time of day, he added.
The results will allow GoDaddy.com to spend its budget—which has ballooned from $20 million to over $50 million this year—more efficiently by determining which ads are most effective, he said.
GoDaddy.com's Super Bowl ad, in which a buxom woman assures a panel at a Senate hearing that her top won't fall off during a commercial, received the highest recall rating of all the game's advertisers, according to ACNielson. The day after the game, site visits spiked to 1.1 million, about five times more visits than a typical day, Parsons said. Still, "duplicating that could be next to impossible," he added.
The spot, designed to poke fun at the Janet Jackson scandal of 2003 and the media scrutiny that ensued, was scheduled to run twice but the second airing was pulled by Fox.