More Related Content Similar to Super Bowl XLV study by Kantar Video Similar to Super Bowl XLV study by Kantar Video (20) 1. Provided by Kantar Video Super Bowl: Online Video Activity (2/4/2001- 2/13/2011) Trevor Wolfe – Marketing Manager, Kantar Video (Trevor.Wolfe@kantar.com) Andrew Latzman, SVP Research, Kantar Video (Andrew.Latzman@kantar.com) ©2011 Kantar. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved. 23. Viral3 ©2011 Kantar. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved. TRACK SYNDICATE OPTIMIZE 34. Pixel Tracking4 ©2011 Kantar. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved. 35. Methodology Data included in this presentation include viewership activities from 3 days before the Super Bowl through 7 days subsequent (2/4/2001- 2/13/2011) VideolyticsTM is Kantar Video’s online video content and ad measurement system featuring computer search agents to find video as it spreads across the internet, and a proprietary fingerprinting technology that can identify matches regardless of whether the video has been edited, modified, distorted, or incorporated into another format VideolyticsTM pulls data from leading video distribution sites Figures include viewing figures and social activity (comments, ratings) from original video as well as duplicated copies Only ads appearing during the game (between first quarter and end of fourth quarter) are included in this study Pod Positioning data supplied by Kantar Media 5 ©2010 Kantar. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved. 36. Key Findings Top 10 Advertisers earned $1,900,000 USD in extra media impressions Volkswagen’s “The Force” topped our rankings with $877,000 in earned media, 32.183 million views, and 260,000 comments and ratings. Automotive saw the most Social Activity Per Video An average of 59.2 separate versions of each Super Bowl were found uploaded by viewers, contributing to greater total viewership and social activity. Over 357 versions of Volkswagen’s “The Force” located through VideolyticsTM platform Placement in the 2nd Quarter or the 3rd Pod Position contributed more than double the viral views of an ad Funny executions attracted 63% more views than Celebrity and Racy execution, however, the proportions are narrowing, indicating a possible long-tail strength in including celebrity and racy creative. Brands that included a pre-game and/or post-game video strategy outperformed those simply uploading the video on their YouTube page 6 ©2010 Kantar. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved. 38. Doritos expanded on their successful user generated commercial contest CrashTheSuperBowl.com including the Pepsi Max Brand. Commercials from 10 finalists were chosen to be used in the Super Bowl 40. Pre-Game Strategy Examples 8 ©2010 Kantar. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved. Kia’s Giveaway contest Landing Page Doritos/Pepsi Max’s User Generated Contest Microsite Homeaway's “Make your own commercial” feature 41. Custom Landing Page Examples 9 ©2010 Kantar. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved. Snickers “You’re Not You” Audi’s “Escape from Luxury” Chrysler’s “Imported from Detroit” 42. Post-Game Strategies - Extensions of Original Creative - Many brands used similar techniques to generate extra exposure and keep viewers engaged in their content. Common approaches include: “Behind the Scenes” and “The Making Of” “The Making of the Force” Video generated another 1.5 million views within 7 days Bridgestone featured interactive hotspots on their YouTube channel leading viewers to corresponding “making of” scenes Extended Versions Mercedes released an extended version of their “Welcome” spot attracting 400,000 additional views Bloopers and Outtakes Lipton’s Brisk brand used an animated “Eminem Outtakes” version drawing an additional 200,000 viewers Paid Search - Brands invested heavily purchasing keywords including “Super Bowl Commercials” on Google, Bing, and YouTube’s promoted videos 10 ©2010 Kantar. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved. 43. Publisher Involvement Several sites (YouTube, Fox, Hulu, MySpace) battled for millions of viewers before and after the game with their own Super Bowl Ad viewing specials, encouraging audiences to vote and comment on their favorite commercials. 11 ©2010 Kantar. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved. Hulu’sAdZone Fox.com’s Super Bowl Section YouTube’s AdBlitz 44. Top 20 Most Viewed Ads 12 ©2010 Kantar. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved. (2/4/2001- 2/13/2011) 45. Online Video Viewing 13 ©2010 Kantar. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved. Automotive and CPG categories lead total online viewership, while Movie Trailers and Retail performed well in Average Views per/Video Online Video Viewing by Category Average Views per Video 46. 14 ©2010 Kantar. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved. Earned CPM Overall Rankings In the 3 days since the Super Bowl aired, the top 20 ads have earned a total over $ 2,400,000 million USD in earned media. 47. Social Activity* 15 The Automotive Category saw the most social activity per video, spurred by the Success of Volkswagen’s “The Force” and the emotional impact of the creative for “Imported from Detroit.” Social activity by category Top drivers of social activity Average activity per video *social activities on video sites (comments, ratings, favorites) ©2010 Kantar. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved. 48. Views by Time in Game 16 ©2010 Kantar. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved. Creatives placed in the 2nd quarter resulted in higher online impression counts, while spots aired during Half Time show produced the fewest 49. Views by Pod Position 17 ©2010 Kantar. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved. While the creative elements of the ads could be responsible for higher online impressions, data indicates that the more successful commercials were running the3rd position in the pod 50. Views by Creative Attribute Funny executions were over 63% as successful in driving viral views within the first week, but the gap is narrowing suggesting that use of celebrity or racy content may have more staying power. 18 ©2010 Kantar. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved. 51. Relationship between viewing and social commentary Not all social activity is equal. Findings suggest that there is a stronger relationship between viewing and commentary than rating. Comments are more predictive of viewing while rating can simply be more indicative of emotion towards the ad, campaign, or brand.
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