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Here Are the Top 10 2015 Super Bowl Ads Based On Reach And Sentiment

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As pundits on TV, around water coolers, and in sports bars debate the merits of the calls from this Sunday’s Super Bowl, advertisers are making their own calls on whether their ads scored a touchdown or missed the goal line by inches.

Adknowledge’s TriVu media took it upon themselves to crunch the numbers to arrive at an understanding of the the real Super Bowl Ad winners based on data and true “video buzz”.

To assemble the list of top ten TriVu worked in partnership with data science firm TeraCrunch to analyze over 200 million views and nearly a million comments on YouTube. The analysis takes into account views, likes, dislikes, subscriptions and sentiment.

Why YouTube? It’s the dominant social marketing platform during Super Bowl Sunday. Consider the following:

- Facebook boasted 65 million posts about game-related content within the first 24 hours after the Super Bowl.
- Twitter tapped out 28.4 million related tweets.
- As of Monday evening, YouTube views of Super Bowl ads were over 188 million.

YouTube is also a great predictor of the valuable 18-34 demographic since this demo spends 44% more time watching online video and 36% more time watching YouTube than the average online user, according to comScore.

When compiling our their ten list, AdKnowledge looked at two different dimensions: magnitude and positive sentiment.

“Magnitude” represents the effective reach of an ad; specifically, it measures how many consumers viewed the spot. You can have an amazing ad on Super Bowl Sunday, but if only 10,000 saw it online, your advertising ROI will be less than you hoped. To calculate magnitude, the analysis took the straightforward “view number” through 48 hours after the Super Bowl aired.

“Sentiment” is defined by the degree of emotional response viewers feel for an ad. At the end of the day, positive or negative sentiment and the intensity of that feeling is what motivates people to act. When people feel intensely about something, people tend to want to share it. The more intense the emotion, the more likely it is to become part of your memory. To calculate sentiment, we looked at likes, dislikes, comments, subscriptions and sentiment.

Predictably, Budweiser’s “Lost Dog” spot has the highest combined score. Indeed, it also scored in the top spot on the USA Today’s Ad Meter and was in the top ten of Adobe’s social media buzz. The ad has been seen over 24 million times and has a positive sentiment (intensity) score of over 97%.

Close behind in second place was SuperCell’s “Clash of Clans” ad, featuring actor Liam Neeson. The spot is a parody of the “Taken” movie franchise in which Neeson threatens to go after another player who is trying to take his gold. The ad has been seen over 20 million times and has a positive sentiment (intensity) score of 96%

In third place is Bud Light’s “Pacman”, followed by BMW’s “Newfangled Idea” and Mercedes-Benz’s “Fable”.

Top ten ads are:
1. Budweiser’s “Lost Dog”
2. SuperCell’s “Clash of Clans: Revenge”
3. Bud Light’s “Real Life Pac Man”
4. BMW i3′s “Newfangled Idea”
5. Mercedes-Benz’s “Fable”
6. Snickers’ “The Brady Brunch”
7. Nissan’s “With Dad”
8. Fiat’s “The FIAT Blue Pill”
9. Coca-Cola’s “#Make It Happy”
10. Mophie’s “All-Powerless”

Plotting these ads across two dimensions looks like this:

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“These ads did well on YouTube because they had a great creative concept and effective online video marketing strategy that resonated with their audience,” says Paul Calento, co-founder of TriVu Media.

Conclusions

As the Super Bowl hype finally dies down, advertisers and brands can use the game as a case study as they finalize their planning for the next big event–be it the Oscars, Final Four or NBA Finals.

1. Magnitude is good, but not always at the expense of sentiment

Some of the most watched ads also had the greatest level of negative sentiment. Ads such as T-Mobile’s “Save the Data” and Nationwide’s “Boy Accident” each received more than 60 and 75% negative sentiment respectively.

Magnitude is “reach.” And reach is nice, but so what? We all see hundreds of ads a day; most of them wash over us and fade away. We want to deliver advertising experiences that are intense, affecting and “sticky.” If a few viewers are motivated enough to engage with a video rather than just watching it probably indicates that the overall level of experience intensity is higher, and that the message is more likely to stick for more people.

2. Early is better

Six out of the top ten ads were released prior to the Super Bowl. Indeed, if it aligns with your business goals, brands should release their ads online before big events, whether it’s for the upcoming MTV Music Awards or the NCAA’s March Madness.

Consumers watched Super Bowl ads 86 million times before Sunday’s kickoff. With over 50 ads in the game, plus a need to refill your beverage and guacamole dip, it’s hard to watch every single commercial. Last year, commercials released on YouTube before they aired during the Super Bowl drove 2.5x more views on average than those released on game day. In fact, consumers are beginning to expect it. Last year, we watched one in five ads before the game. Expect that number to be higher when the numbers are tabulated this year.

3. Scorecards differ between offline and online

The ads that performed the best on TV are not the ones that necessarily do the best online. In fact, Square Space’s “Om Sleep” starring actor Jeff Bridges was a hit online but was one of the worst ads as rated by the USA Today Ad Meter. Conversely, Microsoft and Dodge were top ten TV winners but didn’t generate the same kind of online video or social buzz as other Super Bowl advertisers:

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In a sponsored content study AdKnowledge published in a recent AdAge article it was found that the Super Bowl advertisers that amplified their brands online days and weeks after the Super Bowl had greater recall than those that just promoted their spot with a burst of advertising. 1,000 people were surveyed and it was found that the brands employing this strategy had 2X better recall than those that didn’t.

4. Targeting online is key in social networking and video marketing

Ads are created to guide audiences to take an action. On TV, advertisers buy time on programs, but they’re essentially buying an audience. Buying advertising at the actual video (URL) level on YouTube is important because you can understand–at the most granular level–which placements get the best response from viewers.

Last year, TriVu Media managed a large automaker’s Super Bowl YouTube campaign and found that content from specific artists, gaming and sports had better view-through rates than others. TriVu used this to help the advertiser make recommendations for the next big sports-related media buy. Based on this data, TriVu makes on-the-fly optimizations, as well as provides recommendations to be leveraged in future media buys.

5. Skip the brag deck and conduct a Super Bowl post-mortem.

Every agency should provide their brands with at least 10 things they would do differently next year; what they learned from targeting and which plays they will steal from a competitor or fellow Super Bowl advertiser in the future.

The most important metrics are the ones that are most important to the brand. Many brands are lulled into the false notion that impressions, views and clicks are the ultimate barometers of success. Metrics are less important than specific outcomes. A brand should figure out what it specifically wants: sales, engagement, emails, etc. Then work backwards from there.

This guest article was written by AdKnowledge TriVu.

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Here Are the Top 10 2015 Super Bowl Ads Based On Reach And Sentiment

STUDY: Super Bowl Advertisers Who Release Ads Online Double Recall

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Americans love to keep score. On Feb. 1, Super Bowl Sunday, every advertiser, marketer and ad-minded consumer in America will go to bed elated (or maybe depressed), bellies full of too many nachos, wings and beer. The next day, they’ll wake up and log on to find out the winners of the USA Today Super Bowl Ad Meter, an annual survey of TV commercials conducted in a live poll during the Super Bowl broadcast.

Sadly, these inquisitive minds will get less than half the story.

Online, Not TV, Is the Smart Move

When it comes to Super Bowl advertising, the data is clear: The smartest brands know the real game is won online, specifically on YouTube — not on TV. In fact, the best ads that kick proverbial USA Today Ad Meter butt are often not the same ads that do well online.

Let’s start with a seemingly simple example: Among last year’s Super Bowl commercials was a spot about a dad who kept saving his son from accidents. It showed that there comes a time in a boy’s life when dad simply can’t do what this brand’s automobile can do. It was a big consumer hit and a definite top 10 USA Today winner.

We hired a national research firm to survey over 1,000 Super Bowl viewers to ask which car company made the ad: Chrysler, Ford, Toyota or Hyundai. The most common answer was Ford–and it was wrong.

Of respondents who said they had watched last year’s Super Bowl ads, only 15% correctly identified Hyundai as the advertiser. This is a shame — Hyundai found a simple, heartfelt way to convey a salient attribute about a car: automatic emergency breaking.

Of course, chances are, the likelihood of purchasing a Hyundai just after the game increased. And that is just great if you’re buying a car two days after the Super Bowl. But the real key is to stay in the consumer’s consciousness longer than it takes for those nachos to digest.

By contrast, we asked the same respondents if they remembered two other automotive spots that had bigger, longer-running YouTube campaigns: one about British villains converging in London (Jaguar) and a spot about music legend Bob Dylan (Chrysler). Of those who remembered watching the Super Bowl ads, respondents identified “British Villains” as a Jaguar ad 40% of the time and “Bob Dylan” as a Chrysler ad 28% of the time–a whopping two times or greater recall than that of the USA Today winner, Hyundai.

These marketers obviously get that YouTube gains special powers when it comes to the Super Bowl.

YouTube Gives the Super Bowl Broadcast A Run for Its Money

More than 100 million people will watch the Super Bowl for a little more than three hours. But according to the YouTube Trends dashboard, ad viewers will watch Super Bowl spots online more than 265 million times, totaling 3.2 million hours. In a world where the scarcest resource is human attention, consumers who watch an ad multiple times on multiple screens are more likely to engage and recall your brand.

Combining TV with a defined YouTube strategy increases awareness and engagement. But the target rating points online are vastly cheaper than game day TV ads. Plus, online distribution makes your Super Bowl spend work harder. Even brands that don’t advertise on the Super Bowl know this is the best time to promote their brands online–sometimes even weeks before the game. New Castle, McDonald’s, Tide and eSurance all created terrific “fake punt” strategies last year.

Tips to Up Your Pre-Super Bowl Online Advertising Strategies

We analyzed last year’s ads and found at least a dozen Super Bowl advertisers that did not have a sustained, targeted, well-planned YouTube strategy. Based on our analysis, we identified 7 Deadly Super Bowl Advertising Sins on YouTube, including:

Advertising at the channel level vs. the URL level: It should be an advertising sin to buy on YouTube using keywords, cookies or channel. Targeting at this aggregate level is fraught with brand challenges.

The NFL faced a PR firestorm regarding its handling of sexual assault and domestic violence cases involving players. As an advertiser, the last thing you want is your Super Bowl ad featuring cute, talking puppies, for example, appearing next to any content connected to the Ray Rice elevator assault video.

“Precise digital targeting is the holy grail of digital marketing,” says Paul Calento, the co-founder of TriVu Media, a firm specializing in helping brands target ads on YouTube. “Media buyers should punt any YouTube provider who cannot ensure videos are targeted down to the actual video [URL] level.”

Failure to advertise early and often: Take a lesson from Budweiser’s cuteness overdose featuring a Clydesdale and a bunch of Labrador puppies. The beer maker released its 100% adorable “Puppy Love” ad on Jan. 29–days before the game. The result? “Puppy Love” was the most shared Super Bowl ad, with close to 1.14 million shares before the game even kicked off.

The spot ran on national TV 75 times and on local affiliates another 1,200 times prior to the game. In fact, Super Bowl spot pre-release is becoming something of a trend, with consumers watching one in five Super Bowl ads before the game last year.

Overall, we found nearly 18% of all 2014 Super Bowl advertisers made unnecessary mistakes when planning their YouTube strategies.

Ben Legg, CEO of Adknowledge and former senior executive at powerhouse brands Coke and Google, puts it this way: “Any agency that isn’t developing a robust YouTube strategy along with its Super Bowl TV ad plan should be fired.”

Harsh? Yes.

True? Probably.

This guest article was written by Anita Newton, VP-corporate marketing at Adknowledge. She’s a proud Kansas Jayhawk (Rock Chalk!) and has an MBA from Harvard Business School. Follow her at @AnitaBNewton on Twitter.

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STUDY: Super Bowl Advertisers Who Release Ads Online Double Recall

Intuit Extends It’s Super Bowl Small Business Big Game Program to Three More Brands

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Following Intuit’s Super Bowl spot for the Small Business Big Game winner, GoldieBlox, the company is also supporting the three runner-up finalists by providing each with their own 30-second spot to air on Fox Sports 1 and 2 throughout May and June. The runners up — Barley Labs, Locally Laid Eggs and POOP Natural Compost — will receive produced :30 spots.

The three 30-second spots – “Just Dogs,” “Freedom” and “Glennda” – will run on Fox Sports 1 and 2 in May and June as well as on Intuit’s YouTube channel and will be promoted on the company’s Twitter and Facebook. Each spot is also available for the individual businesses to share on their own social channels.

“Our goal for Small Business Big Game was to create a program where everyone wins, while recognizing small businesses on a national stage,” said Ken Wach, vice president of marketing, Intuit Small Business Group. “Providing these worthy small businesses with a national advertisement gives these finalists a voice that will grow their business and inspire others.”

After their involvement in the Intuit Small Business Big Game program, each of the three small businesses experienced significant business increases.

Barley Labs treats are now being sold nationally on Wag.com, Facebook likes increased 118%, sales increased 121% and the program also enabled the company to qualify for a loan for a new facility.

POOP experienced a 705% increase in website traffic, Facebook likes increased 145 percent and Twitter followers increased 242%, their largest retail customer tripled their order and the company went from selling 250 bags in the first 6 months to selling 800 bags in one day.

Locally Laid reports a 300% increase in feed-related sales, a 30-percent increase in egg sales and a 100-percent increase in shirt sales.

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Intuit Extends It’s Super Bowl Small Business Big Game Program to Three More Brands

This Follow Up to Bud Light’s Super Bowl ‘Up For Whatever’ Falls Flat

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I don’t know. Give this next chapter of Bud Light’s Up For Whatever entry a view. To me it just comes of as if it were an overzealous ad school student version of the original. If you recall, the brand launched a celebrity-studded version of this ad during the Super Bowl in which the likes of Don Cheadle, Minka Kelly and Arnold Schwarzenneger along with One Republic show one guy an epic night.

In this second outing, a couple of guys, Jesse and Luis, get to hang with NBA All Stars Alonzo Mourning, Karl Malone, Penny Hardaway, Bruce Bowen, Darryl Dawkins along with Benny the Bull and experience a basketball lover’s dream.

It all falls kind of flat.

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This Follow Up to Bud Light’s Super Bowl ‘Up For Whatever’ Falls Flat

90% of Super Bowl Social Buzz Came From Mobile (iPhone Ruled)

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Social media management platform Engagor has compiled an infographic of Super Bowl social media stats. Chief, and unsurprising, among the findings was that 90% of social media activity emanated from a mobile device with 3X the number of posts coming from an iPhone compared to an Android device.

Other findings include:

  • Most discussed ads came from Budweiser, Pepsi, Coke, Bud Light and Butterfinger
  • Brands that engaged most were GoDaddy, Wonderful PIstachios, Sonos, Jaguar and Verizon
  • Top hashtags during the game were #seahawks, #brincos, #halftime, #bestbubds, #gethyped, #doritos, #beckhamforhm, #snickers
  • Top tweets came from H&M, Budweiser and Snickers
  • Most active states were California, Texas, New York, Florida and Washington

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90% of Super Bowl Social Buzz Came From Mobile (iPhone Ruled)