I think brands are finally getting it. With all the buzz about social media over the past few years, it’s been pretty confusing for brands to get a handle on why social media might be useful. Converting old metrics to a new medium meant that social media was going to go through some growing pains. However, it seems that brands are finally realizing the value of online marketing.

The change in the corporate attitude towards social media dawned on me during this year’s Super Bowl commercials. Almost every commercial I saw included a link to the brand’s Facebook Fan Page. It was amazing, it’s as if a lightbulb went on and everyone suddenly saw the value of connecting offline and online marketing efforts.

Combining television advertising with a social experience was a pretty simple step but it had a huge impact on the value of the ad. Just by adding a link, these brands weren’t just buying a 30 second spot to increase brand awareness, they were giving themselves the chance to convert a massive audience into a more valuable brand connection. Their 30 second spot may have been forgotten after Sunday’s game but that connection they created with new fans is something which will last long after the super bowl is over.

What do you think? Is the integration of offline and online marketing the future of advertising?