How are big advertisers doing at moving people from TV to the web? What better way than to use a global “must see” event like the “Academy Awards” to take a look at who’s pointing people to the web and who’s missing their big opportunity. Of the 69 spots shown during 12 breaks (some shown multiple times), 36 had URLs. That means that almost 50% of the spots didn’t even try to move people to the web to continue talking to them. Seems like a real waste.

Here is a full list of all the ads and links to all the sites that were mentioned. I think if you review this you’ll find a few very interesting things — eBay doesn’t put URLs on TV ads? WTF?

I’d be interested in some comments from you the esteemed One Degree reader on the strategies shown here. Click through on some of these URLs and see what the companies are up to. Some were clearly thinking about the value of the web and for others, it seems an afterthought. And some seem to have good intentions but poor execution — personally I’d have spent a few bucks and registered something a little more memorable than “www.health.gov.on.ca/babyvaccines”.

(This analysis is based on the HD version of the CTV broadcast in Ontario)

First Break

• Toyota Camry “thenewcamry.ca”
• Stayfree Drymax
• Acuvue — “acuvue.ca”

Second Break

• Neutrogena — “neutrogena.ca”
• Rogers On Demand
• Ontario Government — “ontario.ca/smokefree”
• Coffeemate (Zoot) — “zootreview.ca”
• Stella Artois — “stellaartois.com”

Third Break

• McDonald’s
• Lady & Tramp — “www.ladyandthetrampdvd.com”
• Nissan — X-trail — “nissan.ca”
• Staples

Fourth Break

• Acuvue — “acuvue.ca”
• A&W
• Mazda — “mazda.ca”
• CIBC
• Rona — “rona.ca”

Fifth Break

• Mission Impossible “missionimpossible.com”
• Ford Fusion — “ford.ca” (mouse type)
• Scotiabank — “findthemoney.scotiabank.com”
• Neutrogena — “neutrogena.ca”
• Rogers On Demand
• Ontario Government — “ontarioculture.ca”
• Canada Post
• Saturn — “saturncanada.com”

Sixth Break

• “Inside Man”
• Kia
• Lipton’s Soupworks
• Visa — “visa.ca”
• Gilette Fusion
• Walmart
• Pantene
• Slimdown — “slimdown.ca”

Seventh Break

• Subaru — “subaru.ca”
• Mastercard — “mastercard.ca”
• Rogers On Demand
• Ministry of Health — “www.health.gov.on.ca/babyvaccines”
• Fancy Feast
• Best Buy — “bestbuy.ca”
• L’Oreal Preference

Eighth Break

• L’oreal
• Da Vinci’s Code — “thedavincicode-movie.com”
• Tostitos
• Cadillac Escalade — “cadillac.gmcanada.com”
• Scotiabank — “findthemoney.scotiabank.com”
• L’oreal — Natural Match — “naturalmatch.ca”

Ninth Break

• Ford Escape — “ford.ca”
• Kraft — Philadelphia Cream Cheese
• Aveeno — Active Naturals
• Aveeno — Daily Moisturizing
• “I Walked The Line”
• Ontario Government — “ontarioculture.ca”
• eBay

Tenth Break

• Nissan — X-Trail — “nissan.ca”
• Neutrogena — Deep Cleaning — “neutrogena.ca”
• CHFI
• “Special 8” Lottery — “olgc.ca”
• Stella Artois
• Revlon — Remmel
• Lean Cuisine — “leancuisine.ca”
• Ministry of Health — “www.health.gov.on.ca/babyvaccines”

Eleventh Break

• Blockbuster
• Colgate Total
• Aero Chocolate Bar
• Scotiabank — “findthemoney.scotiabank.com”
• Wendy’s

Twelfth Break

• Jeep — “jeep.ca”
• Canadian Forces — “forces.ca”

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Originally published at www.onedegree.ca on March 6, 2006.