YouTube Ads Rewind 2013 [Peek of the Year]

YouTube has given us their top moments of the year in YouTube Rewind 2013 but they’ve released another video that spotlights the most creative, effective and loved ads of the past year. These are the ads that viewers chose to watch, to share, to tweet about and to engage with. 2013 saw a sea-change in the way advertisers reached out to their audience with entertainment based content resonating in a far more effective way than product pushing. This was reflected in the fact that, for the first time, three brands made it into the top trending videos of the year. Let’s take a look at the global video ads chosen by YouTube – which one was your favorite?

The ads, in order of appearance and in full, are:

Honda – Honda “Hands”:

Oreo – Oreo Separator Machine:

Orangina – Mission 404:

Heineken – Departure Roulette:

Evian – Baby & Me:

Dove – Real Beauty Sketches:

Coca-Cola – Small World Machines – Bringing India & Pakistan Together:

Lifebuoy – Help a Child Reach 5:

Turkish Airlines – Kobe vs. Messi: The Selfie Shootout:

Guerlain – La Legende de Shalimar:

Chipotle – Scarecrow:

NBC Sports – An American Coach in London:

Pepsi – Test Drive:

Kmart – Ship My Pants:

Zoosk – #Heartfriend:

Samsung Televisions – Usher’s “Looking 4 Myself” Presented by Samsung:

LG – Ultra Reality:

PlayStation: Official PlayStation Greatness Awaits Trailer:

Peek of the Week – Top 10 Global Online Video Ads for October 2013

A prank played on a group of coffee shop drinkers to promote the remake of 70s horror classic Carrie tops last month’s Unruly Global Ads Chart.

The ad was October’s most popular by a country mile, attracting almost 1.7 million more shares across Facebook, Twitter and the blogosphere than the second-placed ad, PooPourri’s hilarious “Girls Don’t Poop” It attracted more then 2.1 million shares in October.

You can throw as many special effects or clever catchphrases into your marketing mix as possible, but apparently nothing beats the sight of a little girl throwing up. Or at least that’s one way to look at the incredible success of Crest and Oral-B’s “Halloween Treats Gone Wrong ad”. But what they will be even more happy with is the performance of the ad. Launched just a few days before the end of the month, the commercial attracted more than 225,000 shares during October, making it the seventh most shared ad of the month.

The PS4. “For The Players Since 1995” is a sedate and nostalgic journey through the history of the Playstation told through the bedroom of a teenage boy. It attracted 104,431 shares last month, almost 30,000 more than Xbox’s 19th-placed “Invitation”, which was launched a few days later.

Other newcomers to the top 20 include Virgin Atlantic’s new all-singing and all-dancing safety demonstration.

Top 20 Most Shared, Branded Video Ads During October 2013

1. MGM: Telekinetic Coffee Shop Surprise – Shares: 2.1million

2. PooPourri: Girls Don’t Poop – Shares: 418,023

3. GoPro: HERO3+ Black Edition: Smaller, Lighter, Mightier Still – Shares: 320,611

4. GEICO: Hump Day – Shares: 258,145

5. GoPro: Firemen Saves Kitten – Shares: 241,781

6. Samsung: Note 3 – First Hands On – Shares: 237,310

7. Crest and Oral-B: Halloween Treats Gone Wrong – Shares: 225,156

8. Virgin America: #VXsafetydance – Shares: 205,327

9. Mercedes-Benz: Chicken – Shares: 187,677

10. Pepsi Max: Uncle Drew 3 – Shares: 178,099

 

The next Peek of the week will be the Christmas edition!

 

GSF_BANNER

Peek of the Week – Top 10 YouTube Ads for January 2013

1: No Cup Is Safe : Nike Golf (9,128,633 views)

2:  Child of the 90s : Internet Explorer (8,797,321 views)

3: “Wish Granted” : Toyota RAV4 2013 Big Game Commercial (6,111,078 views)

4: Huge Bear Surprises Crew on EcoBubble Photo Shoot in BC (5,887,234 views)

5: Kate Upton Washes the All-New Mercedes-Benz CLA in Slow Motion (5,705,545 views)

6: Get in, Get Happy : Volkswagen Super Bowl 2013 Game Day Commercial (3,502,311 views)

7: “Prom”: Audi 2013 Big Game Commercial (3,422,075 views)

8: “I Wish”: Toyota Game Day Teaser (3,208,036 views)

9: The Replacer – Official Call of Duty: Black Ops 2 Video (2,959,747 views)

10: Kobe Bryant: Nike Basketball (2,558,900 views)

10 most social videos of 2012

Nike at the Olympics

Nike is known for using guerrilla marketing tactics to try and steal the limelight from its competitors, and during the London Olympics it managed to outshine official sponsor Adidas with a massive billboard and social campaign around the capital.

Nike eschewed the usual celebrity endorsements in a campaign that celebrated everyday athletes. It bought up hundreds of billboards around the city featuring the hashtag ‘#findgreatness’.

Adidas, which spent tens of millions of pounds to be an official sponsor, ran a campaign featuring Team GB athletes and the hashtag ‘#takethestage’.

According to Socialbakers’ CheerMeter there were more than 16,000 tweets associating Nike with the word Olympic between 27 July and 2 August compared to 9,295 for Adidas.

Furthermore. Nike attracted 166,718 new Facebook fans during the Games versus 80,761 for Adidas.

Data from Experian Hitwise shows that Nike achieved a 6% growth in its number of Facebook fans and a 77% boost in engagement on its Facebook page compared to 2% and 59% respectively for Adidas.

Dumb Ways To Die

I became aware of this campaign thanks to Vivienne Egan’s excellent blog post about why it’s achieved such huge viral success.

The video is a catchy tune created by a public transport authority in Melbourne, Australia, aimed at raising awareness about railway safety.

I don’t know whether it will actually prevent any train accidents, but you’d hope that the video had an impact on at least one of the 30m people who have watched it since it went live two weeks ago.

Dollar Shave Club

Male grooming can be an expensive business, particularly when buying branded razors on a regular basis.

Spotting a gap in the market, Michael Dubin set up Dollar Shave Club to provide men with new razors for just $1 a month.

In this brilliantly quirky video Dubin describes his businesses service in the company’s warehouse amid increasingly bizarre scenes.

It’s not only extremely funny, but also does a great job of convincing the viewer to sign up to Dollar Shave Club.

Cadbury

Social media lies at the heart of Cadbury’s marketing activities, and we‘ve reported on a number of product launches this year that used Facebook and Google+.

One of its most interesting social campaigns was to celebrate the brand reaching 1m Facebook fans.

Cadbury realised that despite having so many fans, only 16% of them ever saw content that the brand posted on Facebook.

The challenge was to increase the engagement among its fans, as well as reaching friends of fans and the wider Facebook community.

To test what content users would engage with, Cadbury decided to build a giant Facebook ‘like’ thumb out of pieces of Dairy Milk.

It used teaser ads in the build up to the event, then live streamed in a studio decorated with user-generated content and photos. The team also responded to user requests and comments in the video.

As a result, Cadbury gained 40,000 Facebook fans and more than 350,000 people were actively involved in the campaign. Some fans even left the live feed running for hours on end.

Prometheus

Back in May 20th Century Fox tried to tap into the viral power of Twitter to promote the release of Ridley Scott’s sci-fi movie Prometheus.

A new three-minute trailer for the film was screened simultaneously online, on Channel 4 and on social TV app Zeebox.

Viewers were then encouraged to tweet about the film using the hashtag #areyouseeingthis.

During the next ad break, Channel 4 screened a 40 second spot which included viewer’s tweets.

Analysis from 1000heads shows that there was a spike in activity, peaking at around 4,000 tweets, with the campaign potentially reaching around 15m users.

At the time I suggested that the reliance on traditional media meant that the campaign wasn’t particularly innovative, but I still think it’s a noteworthy example of a studio using social to promote a new movie.

Old Spice

Old Spice is responsible for some of the most memorable viral campaigns ever created (“I’m on a horse”), and this year it ditched its Old Spice Guy character for an interactive video involving ex-NFL player Terry Crews.

After watching a short video of Crews playing musical instruments by flexing his muscles, viewers could then use their keyboard to play their own tune.

It has little to do with the product and everything to do with the brand, and has now clocked up 8m views on Vimeo.

Heinz

Heinz is another FMCG brand that frequently uses social to build excitement around its product launches.

As part of the marketing activities around a new Five Beanz variety, Heinz created a Facebook quiz app that told people what kind of bean they had grown up to become in response to a series of questions about their personality traits.

To encourage people to take part and share the app, five winners were picked every hour and sent a personalised bean and every user that invited 10 people to take the quiz was given a goodie bag. Heinz also offered Facebook fans a coupon so they could try the product.

The campaign ran for two weeks and achieved impressive results:

  • 22,143 took the quiz to apply for a personalised bean.
  • More than 10,000 users shared the app.
  • The campaign reached 10.8m people on Facebook.
  • It reached 3m people reached outside of Facebook through Twitter, blogs and news sites.
  • The Heinz Facebook community grew by 30,000 extra fans.

Heineken

Never one to endorse brands shamelessly chasing Facebook ‘likes’, I was in two minds whether to include this campaign on the list.

However Heineken went beyond the usual “like us and we’ll give you a discount” tactic employed by many brands and instead offered to blow up one green balloon in its office for every new ‘like’ it got on its Brazilian fan page.

Heineken even personalised the campaign by reading out the names of some of the users on YouTube.

This is another great example of a fun, interactive campaign that is more about the brand than the product itself.

It earned Heineken thousands of new fans and helped to improve brand awareness in an emerging market.

Telenet

A Belgian TV station setup a dramatic set piece in a town square to advertise a new TV station, involving a shoot out, fights and American football players.

To kick off the over-the-top action sequence, members of the public had to press a red button in the square with a sign saying ‘Push to add drama.’

As is often the case with viral videos, you’re never quite sure whether the members of the public are indeed genuinely unaware of what’s going on, but you can’t really argue with 39m YouTube views.

Mini USA

This video technically went live on YouTube at the end of December 2011, but I thought it was good enough to sneak onto the list anyway.

A social media marketing campaign with a healthy budget – Mini asked people to describe the best test drive ever in six words.

Matthew Foster came up with the winning entry and became the star of an ad to promote the launch of the new Mini Cooper.

It’s had less than 700,000 views on YouTube, but contains stewardesses, salt flats, paratroopers, sushi and a random rock band name Falconer. What’s not to love?

BrightRoll Video Network Climbs to #1 in Video Ad Ranking

comScore, a leader in measuring the digital world, today released data from the comScore Video Metrix service showing that 183 million U.S. Internet users watched more than 37 billion online content videos in October, while video ad views reached nearly 11 billion.

Top 10 Video Content Properties by Unique Viewers

Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in October with 153.2 million unique viewers, followed by Yahoo! Sites with 55.3 million, NDN with 53.2 million, VEVO with 53.1 million and AOL, Inc. with 53.1 million. More than 37 billion video content views occurred during the month, with Google Sites generating the highest number at 13 billion, followed by AOL, Inc. with 711 million. Google Sites had the highest average engagement among the top ten properties.

Top U.S. Online Video Content Properties Ranked by Unique Video Viewers
October 2012
Total U.S. – Home and Work Locations
Content Videos Only (Ad Videos Not Included)
Source: comScore Video Metrix
Property Total Unique Viewers (000) Videos (000)* Minutes per Viewer
Total Internet : Total Audience  182,574 37,242,927 1,254.4
Google Sites 153,212 13,028,148 399.5
Yahoo! Sites 55,253 496,318 53.1
NDN 53,215 550,884 74.3
VEVO 53,105 628,958 40.5
AOL, Inc. 53,089 711,008 45.6
Facebook.com 47,870 252,934 13.3
Viacom Digital 40,914 391,700 43.8
Microsoft Sites 37,214 432,457 43.8
CBS Interactive 31,805 297,749 59.9
Grab Media, Inc. 31,647 157,946 27.5

*A video is defined as any streamed segment of audiovisual content, including both progressive downloads and live streams. For long-form, segmented content, (e.g. television episodes with ad pods in the middle) each segment of the content is counted as a distinct video stream.Video views are inclusive of both user-initiated and auto-played videos that are viewed for longer than 3 seconds.

Top 10 Video Ad Properties by Video Ads Viewed

Americans viewed nearly 11 billion video ads in October, with each of the top 5 video ad properties delivering more than 1-billion video ads. BrightRoll Video Network captured first place with more than 1.8 billion ads, followed by Google Sites with more than 1.7 billion, Hulu with 1.5 billion, Liverail.com with 1.2 billion and Adap.tv with 1.1 billion. Time spent watching video ads totaled 3.8 billion minutes, with BrightRoll Video Network delivering the highest duration of video ads at 897 million minutes. Video ads reached 52 percent of the total U.S. population an average of 68 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 59, while Google Sites delivered an average of 19 ads per viewer.

Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed
October 2012
Total U.S. – Home and Work Locations
Ad Videos Only (Content Videos Not Included)
Source: comScore Video Metrix
Property Video Ads (000) Total Ad Minutes (MM) Frequency (Ads per Viewer) % Reach Total U.S. Population
Total Internet : Total Audience  10,887,079 3,820 68.2 51.9
BrightRoll Video Network** 1,827,703 897 12.0 49.3
Google Sites 1,750,845 140 19.1 29.8
Hulu 1,543,196 618 58.8 8.5
LiveRail.com† 1,241,123 540 12.4 32.6
ADAP.TV† 1,091,077 560 9.7 36.4
Auditude, Inc.** 910,734 220 13.4 22.2
TubeMogul Video Ad Platform† 832,198 372 8.8 30.9
Tremor Video** 790,646 384 9.0 28.5
Specific Media** 766,570 339 6.4 39.2
AdExcite Video Ad Network** 728,123 303 8.0 29.5

*Video ads include streaming-video advertising only and do not include other types of video monetization, such as overlays, branded players, matching banner ads, etc.
**Indicates video ad network
†Indicates video ad exchange/DSP/SSP

Top 10 YouTube Partner Channels by Unique Viewers

The October 2012 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 52.2 million viewers. Machinima climbed into the #2 position with 35.1 million viewers, followed by Maker Studios Inc. with 28.9 million, Warner Music with 26.3 million and Fullscreen with 25.1 million. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (49 minutes per viewer) followed by VEVO (39 minutes per viewer). VEVO streamed the greatest number of videos (603 million), followed by Machinima (521 million).

Top YouTube Partner Channels* Ranked by Unique Video Viewers
October 2012
Total U.S. – Home and Work Locations
Content Videos Only (Ad Videos Not Included)
Source: comScore Video Metrix
Property Total Unique Viewers (000) Videos (000) Minutes per Viewer
VEVO @ YouTube 52,183 603,474 39.2
Machinima @ YouTube 35,091 520,903 48.9
Maker Studios Inc. @ YouTube 28,896 295,979 35.8
Warner Music @ Youtube 26,315 139,987 17.5
Fullscreen @ YouTube 25,141 138,436 16.1
BroadbandTV @ YouTube 12,806 72,537 18.0
ygent @ YouTube 11,680 34,846 10.3
Alloy Digital @ YouTube 7,959 37,102 15.3
Rightster @ YouTube 7,579 17,148 6.3
disney abcnews @ YouTube 7,380 14,198 7.1

*YouTube Partner Reporting based on online video content viewing and does not include claimed user-generated content

Other notable findings from October 2012 include:

  • 86 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 6.1 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 22.6 percent of all videos viewed and 1.6 percent of all minutes spent viewing video online.