Boots or Buzz

Audi’s recent decision to spend big on a Super Bowl ad was characterized as a choice between a significant one-time spend and an investment in a longer duration digital campaign. For the sixth year running, Audi elected a Super Bowl ad and has the results to support that decision: Increased traffic in their showrooms. Yes, the ad continues to get YouTube views and, yes, here I am talking about it in a blog post. The buzz is there.

But, let’s take a moment to applaud Audi (full disclosure, I’m a long-time Audi driver) for measuring what matters. As social media makes the quest for buzz so appealing, Audi has generated meaningful and measurable interest, if not buyers, through TV advertising. Let’s stop making buzz a business goal and focus on metrics that matter: Boots in the door.