A recent trend is to show the URL persistently during an ad. While internet pure plays such as Overstock.com, Priceline and Esurance are natural choices for this tactic, other brands are recognizing the web’s role in their consumer’s decision process and giving the URL its due.
Motel 6, Progressive Insurance and Capital One all execute this tactic elegantly without detracting from the commercial’s ability to get the message across to the viewer. The use of this tactic by travel, insurance and finance is also a reflection of the amount of time the consumers of these services spend online making purchase decisions and research.
As a counterpoint to the action-oriented URLs, Verizon's ads feature a series of words that strike a chord to exemplify the values a consumer should attain through association: richerdeeperbroader.com. They carry this through the series of ads.
