Post and Video by Max Kalehoff and Hanny Hindi.

Advertisers getting ready to spend $3 million in return for 30 seconds of buzz? It must be time for the Super Bowl!

The Super Bowl is the High Holiday of marketing, the biggest day of the year for the advertising industry. If there's any broadcast event where viewers skip the fast-forward button on their DVRs to watch and discuss the ads, it's the Super Bowl. But it's not only big brands that should take heed: even small and midsize business owners have something to learn from Super Bowl marketing.

To learn how the titans of Super Bowl advertising connect the dots between television viewing and search-engine clicking, we asked the undisputed experts: our friends at Reprise Media. One of the original search-marketing firms, Reprise Media helps the world's largest advertisers target and capture customers online. And each year they produce the anticipated Super Bowl Scorecard, which rates advertisers on their ability to transform demand from Super Bowl television advertising into online conversions. We recently sat down with Joshua Stylman, managing partner of Reprise, along with Anthony Iaffaldano, director of marketing and lead on the Super Bowl Scorecard.

Key insights:

• The evolution from the days when many Super Bowl advertisers had no online presence (way back in 2004) to the sophistication expected today.
• The migration away from conventional on-site landing pages to social-media alternatives like YouTube, Facebook and MySpace.
• The economy's impact on the objectives and tone of Super Bowl ads (expect more "calls to action"), and marketer's attention to the performance of their advertising investments.
• Super Bowl lessons: how small businesses can anticipate and take advantage of latent demand.

Better yet, just watch the video and let us know what you think!