Through Online Video in the First Three Days
Surpassing 20 million in total online views, Volkswagen’s “The Force” ranks 1st for viral effectiveness through earned media, generating over $538,000 in additional media impressions.
Other findings include how the Creative attributes performed, as well as share of online video viewing and social activity by category.
Kantar Video, a division of WPP’s insight, information, and consultancy network, Kantar, has released the results today of a comprehensive study on the viewership and social activity of Super Bowl ads online. The study ranks the 60+ Super Bowl ads by media effectiveness. In the 3 days after the Super Bowl aired, the top 10 ads have earned a total of over $1 million in media impressions through online video. Volkswagen’s “The Force” campaign topped the list, earning the brand $538,000 in media due to its successful creative and viral strategy by launching the week prior to the Super Bowl and generating heavy press coverage.
The study, which leverages the VideolyticsTM BETA platform and Kantar Video’s multi-media researchers not only tracks viewership and social metrics (comments, favorites, ratings) generated wherever a video is originally posted or shared online, but seeks out patterns and trends that have impact on advertisers’ campaigns. The study began the week before the Super Bowl, tracking commercials that were leaked ahead of the game. These results are based on data through Wednesday February 9, 2011 and also include commercial spot and pod data from sister company, Kantar Media.
Other findings include:
• The Movie Trailer category generated the most online views per video on average followed by Automotive
• Automotive ads had the most social activity of all ads, lead by the success of Volkswagen’s “The Force” and Chrysler’s “Imported From Detroit.” Both used emotionally evocative creative executions.
• Ads placed in the Second Quarter captured more online viewing attention than other positions, while halftime slots produced the fewest
• Funny creative executions were over 2 times as effective at driving viral viewing activity.
• An average of 32.5 separate versions of the ads were found uploaded by viewers, contributing to greater total viewership and social activity.
• Over 195 versions of Volkswagen’s “The Force” located through Videolytics platform.
“As a result of increased access to the creative through online video, social platforms, and buzz generating strategies, this year’s Super Bowl Ads are among the most viewed and most discussed advertisements in history,” said Andrew Latzman, SVP Research for Kantar Video. “And, while people can pre-occupy themselves with what types of executions garnered the best results, what is clear is that there are ways for brands to capitalize on the complementary relationship between online video and TV. Some brands looked at their Super Bowl creative as an event to be surrounded with a campaign and they used their full array of marketing strategies. These strategies were led by the use of new media platforms.”
For the full report contact [email protected]
The Kantar VideolyticsTM platform is currently open as a public, self-service beta now available for a free trial at http://www.KantarVideo.com. The Company expects to launch a general release of VideolyticsTM this Spring.
