Fairwinds Domain Strategy Blog has confirmed was we have been suspecting, that 1and1.com has spent more than $50 Million dollars on its television advertising campaign promoting pre-registrations for the new gTLD program.
“”Web hosting company 1&1 has spent over $50 million on TV, print, and online marketing for new generic top-level domains (gTLDs) and has increased its web traffic by 200% because of it.
1&1 officials disclosed these numbers at the Munich newdomains2013 conference held from October 27 – 29.
FairWinds Partners is on the scene.”
So finally we have confirmation of the whisper numbers I have heard for the spend of this media campaign.
However as an avid NFL watcher I can say I didn’t see any ads on any NFL games this weekend, whereby in the previous weeks saw 4-6 commercial during each game.
This past weekend might have been a week break for the advertising campaign or it could mean an end to the NFL ad campaign.
Personally I don’t think the campaign was that successful compared to a $3 Million dollar Superbowl Ad
4x normal traffic doesn’t seem like a home run for a spend of $50 Million, especially considering the frequency that the commercials ran not just on NFL but also on news and other stations in the US.
Preregistration’s grew from around 1.5 million prior to the campaign to over 3.5 million.
Of course there is no cost for pre-registering a new gTLD domain so in essence the company just grew its email and contact basis whereby normal traffic to the site, were for people looking to register existing domain names and to buy other products of the company.