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Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Clipping is a handy way to collect and organize the most important slides from a presentation. It’s no surprise that the top viral video ads are being shared to greater degrees than they were several years ago, but Unruly has now quantified the extent of that growth. This year’s top ad, Dove’s “Real Beauty Sketches” is 3rd on the list of all-time shares (through November 18, 2013), behind Volkwsagen’s “The Force” (2011) and TNT Benelux’s “Drmatic Surprise” (2012). Marketing, advertising, communications & public relations trends, statistics, charts, graphs, infographics, presentations, and video that are not published to the e-Strategy Internet Marketing Blog or to eStrategy TV.
David Erickson, VP of Online Marketing at Minneapolis Public Relations firm, Karwoski & Courage. First off, a look at the 10 most effective commercials of the Super Bowl, according to an analysis from Ace Metrix. The Ace Metrix scores reflect the persuasive nature of the commercial (through desire, relevance, information, attention, change, and likability) and its watchability. Nielsen took a different perspective, rating the top ads by memorability and likability – with Microsoft nowhere to be found on either list. This analysis found that Hyundia was the top-performing brand when measured by percentage increase in likelihood to purchase. That study measured purchase likelihood among respondents who had seen the ads – but did viewers actually watch them? Despite Budweiser’s stellar performance in the sharing department, AddThis reports that overall sharing was only up 1% for the 2014 Super Bowl compared to 2013, although this pertains to overall Super Bowl-related sharing, not just ads. Also according to AddThis, the Budweiser and Bud Light ads were the most shared on Facebook.
An infographic from Extreme networks, the NFL’s official Wi-Fi analytics provider, indicates that 60% of Wi-Fi connected fans at the Super Bowl were sharing on Facebook, compared to 18% on Twitter and 17% on Instagram. A survey conducted after the game by Lab42 found that 83% of respondents who used social networks during the game used Facebook the most, compared to 11% for Twitter. Interestingly, social media mentions for Super Bowl advertisers were higher in the second half of the game than in the first, per Adobe’s research.
Insights from Mass Relevance, as reported by Forbes, indicate that brands overwhelmingly chose Twitter over Facebook and Instagram for their real-time marketing around the game. Networked Insights analyzed [download page] more than 25 million real-time consumer conversations across sources including Twitter, Facebook, comment sections in YouTube, WordPress, and Disqus, and millions of blogs and forums, coming to the conclusion that Esurance not only had the highest volume of posts, but also one of the highest net sentiments (+25%).
The Networked Insights research also uncovered that the top-performing advertiser among fathers was Bank of America, while among mothers it was Budweiser.
While Go Daddy may have aired the least effective ad (per Ace Metrix), it was the brand that took the most trouble to reply to what consumers had to say about it, according to engagor, with Wonderful Pistachios and Sonos also highly engaged with their audiences. This portion of the article deals with research surrounding mobile and search, as well as other miscellaneous pieces. Fans at the game were engaged on their mobile devices throughout the experience, with the heaviest use of Wi-Fi coming during the halftime show, according to Extreme networks.
Mobile data originating from the Super Bowl stadium broke records, according to AT&T and Verizon data reported by Computerworld. Mobile sharing was up by 67% during Super Bowl Sunday compared to 2013, with sharing on Android nearly doubling, per AddThis. Engagor reports that 90% of the buzz about the Super Bowl ads came from mobile devices on Super Bowl Sunday, with iPhones outpacing Android devices by a 3:1 margin. According to the Lab42 survey, 83% of viewers used a second screen during the game, with smartphones (30%) narrowly ahead of laptops (29%) as the most-used device.
About 8 in 10 Lab42 survey respondents gave the commercials positive ratings; a survey from AYTM, though, found that viewers were disappointed with the quality of the ads.
3 in 10 respondents to the Lab42 survey said they watched a Super Bowl commercial again after the game; almost exactly the same proportion of respondents to the AYTM survey said they would probably watch ads online again after the game.
Marin Software indicates that paid search impressions for auto advertisers were up by 35% from the previous Sunday, with clicks up 39%. As reported below in MarketingCharts’ pre-game research, teasers had generated a large amount of views before the game.
The Super Bowl audience has numbered more than 50 million TV homes over each of the past 4 big games, according to Nielsen data, and the NRF projects that 181 million Americans will watch the game this year. That tallies with survey results from VB&P, which found that 78% of respondents would prefer to watch the Super Bowl with rather than without commercials.


Also encouraging for advertisers, though: as Super Bowl audiences grow, so has the percentage of affluent viewers. Interestingly, while Bloomberg Businessweek reports that Super Bowl ad sales have outgrown viewership in the past few decades, the advertising cost of $35 per thousand viewers last year was actually in line with other prime-time TV programs, a reflection of the massive reach of the game. Small businesses are skeptical about Super Bowl advertising’s effectiveness, per survey results from Sage North America. In fact, few marketers with limited resources invest in Super Bowl ads, per Kantar’s data. So which advertisers are on track to win this year, and which brands have seen some measure of success in the past? Volkswagen may not score engagement points, but it can at least boast to having its Super Bowl ads shared online more than any other brand. As of January 31st (the Friday before the game), Google reports that commercial teasers on YouTube have already been viewed 77 million times. 71% of Americans will watch Super Bowl commercials this year, up from 68% last year, per a new Nielsen survey. 15% of the ads aired during last year’s Super Bowl were 60 seconds or longer, compared to an average of 6% on a typical broadcast network. Anheuser-Busch is the biggest spending advertiser over the past 5 years, roughly 50% ahead of the next-biggest spender, Pepsico.
While dot-com companies were more heavily represented than auto manufacturers during the 2009 and 2010 games, auto manufacturers have taken over in the past 2 years. Almost three-quarters of Nielsen survey respondents will watch the game only on a TV, however 15% will also use a smartphone, 14% a PC and 11% a tablet.
33% of VB&P survey respondents said they would use a hashtag from a Super Bowl spot in social media. Josh Warner is president and founder of Feed Company, which promotes and distributes brand videos, including campaigns such as Levi's "Backflip," Ray-Ban's "Catch" and Activision's "Bike Hero." In three years, Feed has seeded more than 100 videos across the social web. 2009's crop of top viral video advertisements show us that people are willing to embrace a host of creative approaches on the social video Web, from beguiling mini-films, to user-generated advocacy, to YouTube celebrity endorsers, to elaborate commercial-grade productions. Regardless of the approach, the key for marketers is a solid understanding of what a brand is, who is the brand's audience, and what moves them.
While walking on the street, eating in a restaurant, or watching movie at the cinema, no matter where you are, you can only escape from them in your dreams. Recently these videos won the Gold in the Film category on the festival 2010 WPP Piran Idea. To arrive at its rankings, Ace Metrix surveyed consumers who watched and scored each ad across a variety of standardized metrics. Combined, the overall effectiveness score is designed to understand how a commercial performed from the twin angles of voluntary consumer consumption and the business goal of the advertiser. The Wall Street Journal surveyed went beyond consumers and surveyed ad execs too, revealing that among these respondents, Radio Shack, Chrysler, and Anheuser-Busch were the big winners. BrandAds ran the numbers via two surveys conducted across internet-connected devices – one completed by a control group prior to the game and another by a separate group exposed to the ads after the game. Apparently they did: Rentrak reports that while the game was a blowout, audience levels were stable throughout the game, with ad exposure nearly equal to viewership of the game itself. In fact, more sharing occurred on Facebook than on Twitter, after the opposite had occurred the previous 2 years.
Among the various social networks, Facebook was mentioned in 5 ads, while Twitter was in 4 and YouTube 3.
If using URLs, it pays to have good site performance, but that wasn’t the case for Budweiser, Cheerios, Coca Cola, Dannon Oikos and RadioShack, according to a study from Monitis, which found that each had problems with full page load speeds the morning after the game. This year, 29 of the Interbrand top 100 used Twitter for real-time marketing, up from 9 last year. T-Mobile and H&M were next in terms of post volume, while Budweiser had the highest net sentiment (+26%), with Maserati (+23%) and Radio Shack (+22%) also scoring highly. For Millennials and beer drinkers, Bud Light topped the charts, while for Gen X, Esurance was the leading advertiser. Second-screeners were as likely to post about a commercial on social media as they were to post about the game (38% each). A study from Communicus suggests that only 1 in 5 Super Bowl ads sell products, with the ads more likely to generate awareness than to persuade viewers to actually buy products. Only 37% of small businesses surveyed said that a national commercial aired during the Super Bowl would help their business, compared to 60% who believed it wouldn’t.


At the other end of the spectrum, Intuit, TurboTax, Squarespace and Volkswagen will likely lose the most engagement points. That was largely due to CBS re-airing a commercial pod that it originally aired just after the game, though. For its part, Pepsi, the halftime sponsor, is expected to receive 4 minutes and 31 seconds of exposure, equating to roughly $7.2 million in Sponsorship Media Value.
According to the Census Bureau, as of July 1 2012 the populations of Seattle and Denver were almost exactly the same, with the former having just 270 more residents (0.04% more) than the latter. It conclusively dispels the myth that viral video executions must be short and gimmicky to grab your attention. It's part of an inspiring campaign, The Fun Theory, that encourages people to come up with fun ways to “do good.” The video itself did well indeed, imbuing Volkswagen with a fun new ethos and racking up millions of views in the process. Audacious and attention-getting, it puts the young company on the short list of ad agencies who get it. Comments have been disabled, but all you have to do is talk to someone you know who's watched it to know why it was so generously passed around. Samsung went to great lengths to protect the "trick" in the video for their new HD camera phone, which got tech geeks riled up to try solving the puzzle. The takeaway: Viral video is a wonderful tool for consumer advocacy because chances are you're not the only one who is upset.
This quick reaction to a YouTube hit shows us the toddler's dad has moves of his own — something sluggish advertisers can learn from. Powered by its own proprietary technology, Mashable is the go-to source for tech, digital culture and entertainment content for its dedicated and influential audience around the globe.
If so, how about let’s take 10 minutes to look at the Top 10 most shared video ads in 2013, we bet you will enjoy them a lot. Highlighting the rapid growth in video ad sharing activity is this statistic: 8 of the 20 most-shared ads of all-time were released this year. Other data from Adobe’s report indicates that advertisers enjoyed social mentions that were 7 times higher than on their typical day.
In fact, Kantar says that last year, the average Super Bowl commercial had an audience size that was 1.6% bigger than the average audience for the game. In other words, more than 1 in 4 households that watched the Super Bowl last year had incomes of more than $100,000. By comparison, in 2011, 24% of advertisers poured in that amount of their media budgets, and in 2010, one-third of advertisers (13 in total) invested that much.
It's a solid example of how a brand pursuing a niche market - mountain bike trailblazers - can reach the masses with a brilliant viral video execution. Geeks happen to be the audience most likely to buy the HD new camera phone, which is why this video makes our Top 10. The Witch Is Dead,' to number 1 in the charts the week Lady Thatcher died." A few seconds of the song, featuring the lyrics: "Ding dong!
Some brands (16% of them) actually saw a decrease in purchase likelihood, according to the study, with Jaguar seeing the biggest drop (of 31.7%). Radio Shack had the biggest growth in mentions, at an impressive 2,169% above its average, followed by Anheuser-Busch (1,879%), CarMax (1,765%), Axe (1,275%) and Oikos (1,213%). Wi-Fi connected fans at the game uploaded 5 pictures per second to Instagram, though, per Extreme networks. But for the millions who saw Ray-Ban's video, it's a wink and a nod, and an ironic sign that the viral video medium is maturing (or not). This article rounds up and sifts through the research surrounding the performance of the Super Bowl commercials.
Other insights from the study: lift in purchase likelihood was higher among men, under-18s, and those making less than $100k. Her battle with striking coal miners won her few friends in mining communities in northern England and Wales.JUST WATCHEDMargaret Thatcher vs.



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