October 14, 2014
It really wasn't all that long ago that the mention of a domain name during a TV ad shown in Australia was a rarity. How times change.
Nowadays it's very common to see some sort of online reference in TV based advertising; whether it's a domain name or social media mention.
During the recent 2014 AFL and NFL Grand Finals, CEO of ARI Registry Services Adrian Kinderis took special note of the advertising occurring during the event. Similar to the NFL in the USA, these events offer primo ad space and cost a packet; so advertisers absolutely have to make the most of the slot and spent significant resources in honing their message.
"Like in previous years, .com.au domain names were the primary call to action seen in the ads for both Grand Finals. Out of the 55 ads aired during the games, 41% included a .com.au domain name while only 12% referred to a .com domain name."
"Domain names were clearly the best on ground in terms of advertising call to actions. While social media holds a prominent place in advertising nowadays, it was left on the bench during the Grand Finals, with less than 10% of ads referencing either Twitter or Facebook."
Mr. Kinderis says the results were "remarkably consistent" with what was observed in 2013 and 2012.
It's not surprising the .COM.AU extension featured so heavily. After all, consumer trust in .COM.AU is very high - .AU domains reportedly experience more than double the level of consumer trust over any other extension.
Whereas perhaps once upon a time when Australia was still coming to grips with the Internet a .COM name may have sprung to mind when tapping a company name into a browser; that is likely changing to .COM.AU.
The Grand Finals experience further shows Australian businesses that it's absolutely crucial to register a .com.au if doing business within Australia.
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