The new web domain suffix ".co" is about to get a whole lot more exposure. Go Daddy, which manages half of America's web addresses, will push the suffix in two Super Bowl ads, reports the Los Angeles Times. It will do so in typical Go Daddy fashion, with racy ads and a spokeswoman who probably won't be wearing much.
"We believe it deserves some special promotion," says the chief executive of Go Daddy Group. "People identify with .com, and .co is just one step less. It's like the other .com." The ads probably run in the neighborhood of $6 million, but Go Daddy's strategy of appealing to laymen instead of just tech geeks has paid off handsomely so far in company growth. "The publicity will popularize the .co and make it acceptable, and in return, that'll lead to more sales," says one industry analyst.