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!

 

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comScore Releases August 2013 U.S. Online Video Rankings

AOL Climbs into Second Place in Online Video Content Ranking with 71 Million Viewers

comScore released data from the comScore Video Metrix service showing that 188.5 million Americans watched 46.7 billion online content videos in August, while the number of video ad views totaled 22.8 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 August with 167 million unique viewers. AOL captured the #2 spot with 71.2 million, followed by Facebook with 62.2 million, NDN with 50.7 million and VEVO with 49.4 million. 46.7 billion video content views occurred during the month, with Google Sites generating the highest number at 17.4 billion, followed by AOL, Inc. with 992 million and Facebook with 803 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
August 2013
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 188,499 46,746,596 1,294.3
Google Sites 166,966 17,437,897 521.6
AOL, Inc. 71,202 991,800 56.8
Facebook 62,183 803,148 21.6
NDN 50,650 569,815 92.0
VEVO 49,371 609,833 42.3
Microsoft Sites 48,894 689,704 33.0
Yahoo! Sites 45,049 368,975 79.2
Viacom Digital 44,434 452,938 45.2
Amazon Sites 34,499 133,380 22.5
Collective Video 31,857 149,318 29.1

*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 22.8 billion video ads in August, with Google Sites ranking #1 with 3.2 billion ad impressions. Adap.tv came in second with more than 2.4 billion ads, followed by BrightRoll Platform with 2.4 billion and LiveRail.com with 2.2 billion. Time spent watching video ads totaled 8.5 billion minutes, with BrightRoll Platform and Adap.tv delivering the highest duration of video ads at 1.1 billion minutes each. Video ads reached 56 percent of the total U.S. population an average of 132 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 71.

Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed
August 2013
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 22,755,256 8,518 132.3 55.6
Google Sites 3,171,612 301 28.5 35.9
ADAP.TV† 2,448,969 1,126 18.0 44.0
BrightRoll Platform**† 2,392,855 1,103 14.4 53.7
LIVERAIL.COM† 2,203,060 859 28.4 25.1
Specific Media** 1,665,541 645 13.0 41.2
SpotXchange Video Ad Marketplace† 1,249,149 467 14.4 28.1
Hulu 1,247,868 475 71.4 5.6
TubeMogul Video Ad Platform† 1,148,595 380 15.0 24.7
Tremor Video** 846,112 390 13.2 20.7
Videology† 751,183 291 9.8 24.8

*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 August 2013 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 47.8 million viewers. Fullscreen held on to the #2 position with 34.5 million viewers, followed by Maker Studios Inc. with 29.6 million, Warner Music with 26.9 million and ZEFR (formerly MovieClips) with 24.9 million. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (91 minutes per viewer), followed by Maker Studios Inc. (65 minutes per viewer). VEVO streamed the greatest number of videos (580 million), followed by Maker Studios Inc. (521 million).

Top YouTube Partner Channels* Ranked by Unique Video Viewers
August 2013
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 47,764 580,437 40.8
Fullscreen @ YouTube 34,541 361,302 32.7
Maker Studios Inc. @ YouTube 29,573 521,066 65.1
Warner Music @ YouTube 26,921 159,047 19.2
ZEFR @ YouTube 24,893 126,822 13.8
The Orchard @ YouTube 21,197 87,548 12.1
Blizzard @ YouTube 18,261 43,062 4.1
rumblefish @ YouTube 17,784 44,429 7.0
Machinima @ YouTube 17,050 391,755 90.9
UMG @ YouTube 16,311 55,998 10.5

Other notable findings from August 2013 include:

  • 87 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 5.2 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 32.7 percent of all videos viewed and 3.4 percent of all minutes spent viewing video online.

comScore Releases July 2013 U.S. Online Video Rankings

comScore today released data from the comScore Video Metrix service showing that 187 million Americans watched more than 48 billion online content videos in July, while the number of video ad views totaled 19.6 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 July with 167.9 million unique viewers (up 6 percent since June), followed by Facebook with 61.3 million, AOL, Inc. with 57.9 million, VEVO with 49.6 million and Microsoft Sites with 49.6 million. More than 48 billion video content views occurred during the month, with Google Sites generating the highest number at nearly 17.7 billion, followed by AOL, Inc. with 793 million and Facebook with 741 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
July 2013
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 187,430 48,466,326 1,353.8
Google Sites 167,894 17,717,106 544.0
Facebook 61,320 741,336 21.6
AOL, Inc. 57,857 792,719 50.1
VEVO 49,635 613,794 42.1
Microsoft Sites 49,610 668,442 34.0
NDN 49,142 560,024 92.3
Yahoo! Sites 42,043 324,436 76.7
Viacom Digital 39,721 446,401 48.1
Amazon Sites 37,990 146,291 26.0
Turner Digital 30,627 254,803 38.5

*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 19.6 billion video ads in July, with Google Sites ranking #1 with 3.4 billion ad impressions. BrightRoll Platform came in second with 2.1 billion ads, followed by Adap.tv with 2.1 billion, LiveRail.com with 1.8 billion and Specific Media with 1.4 billion. Time spent watching video ads totaled 7.4 billion minutes, with BrightRoll Platform and Adap.tv delivering the highest duration of video ads at 1 billion minutes each. Video ads reached 55 percent of the total U.S. population an average of 114 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 69.

Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed
July 2013
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 19,600,333 7,428 114.3 55.4
Google Sites 3,395,788 319 29.8 36.8
BrightRoll Platform**† 2,115,799 1,032 12.8 53.6
ADAP.TV† 2,092,012 1,012 17.0 39.7
LIVERAIL.COM† 1,827,670 618 25.7 23.0
Specific Media** 1,395,294 537 13.4 33.6
TubeMogul Video Ad Platform† 1,280,360 393 14.6 28.4
Hulu 1,161,485 447 69.2 5.4
Tremor Video** 751,397 364 11.5 21.0
NDN 725,758 199 16.1 14.6
Videology† 624,326 230 9.0 22.4

*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 July 2013 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 47.6 million viewers. Fullscreen held on to the #2 position with 34.5 million viewers, followed by Maker Studios Inc. with 28.6 million, Warner Music with 27.6 million and ZEFR (formerly MovieClips) with 26.5 million. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (76 minutes per viewer), followed by Maker Studios Inc. (92 minutes per viewer). VEVO streamed the greatest number of videos (582 million), followed by Maker Studios Inc. (531 million).

Top YouTube Partner Channels* Ranked by Unique Video Viewers
July 2013
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 47,635 581,895 40.6
Fullscreen @ YouTube 34,465 353,275 32.7
Maker Studios Inc. @ YouTube 28,594 530,738 69.6
Warner Music @ YouTube 27,648 164,463 19.1
ZEFR @ YouTube 26,473 136,972 14.3
The Orchard @ YouTube 22,129 86,843 11.4
Machinima @ YouTube 18,177 417,479 91.8
UMG @ YouTube 16,948 56,890 9.6
BroadbandTV @ YouTube 16,033 136,400 28.1
SonyBMG @ YouTube 13,987 39,669 8.3

Other notable findings from July 2013 include:

  • 86.6 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 5.2 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 28.8 percent of all videos viewed and 2.8 percent of all minutes spent viewing video online.

8 Ways to Use User-Generated Video for Marketing

User generated video is gaining more and more ground in today’s marketing landscape. But what can YOU do with user generated video for marketing?

Here are 8 ways to get you going, but first off all we take a look at the rise of “UGV”.  User Generated Video is used for a wide range of applications, including marketing, problem processing, news, and reflects the expansion of media production through new technologies like smartphones, tablets & laptops. Even media companies are starting to realize that user generated content is interesting enough to change their business models.

User-generated video has gained in popularity over the last few years, as more and more users have begun to use social media and “‘content-based'” sharing sites like YouTube, Facebook, Pinterest, et al.  Below are some examples on how to use user-generated video.

1. Customer Testimonials

Customer testimonials are the easiest way to use User Generated Video in your online marketing efforts. Using customer testimonials adds credibility to your business, because people rely on other people. This lift in credibility can also lift your conversion rate.

Have you ever tried recording a video? You will notice that it’s very hard to fake emotions on camera (if not, you should consider an acting career). This means that the people who do record a video testimonial are your best brand ambassadors. They talk in a positive way about your brand or business, and they are out there to spread the word for you!

2. Product Reviews

Have you ever bought a product or service online? And did you read or watch a review before purchasing? When shopping online 70% of the people say they read reviews before they actually purchase a product or service. Lots of the reviews you find will probably be text-based.  If you know that people don’t really like to read online, because it’s so time consuming, you can consider using video reviews.

Besides the social proof which is being added to your website, shop, or Facebook page, you also get valuable feedback of your customers or users, and that feedback will definitely help you to improve your product!

Video is also easier than text to spread across the web. It’s harder to get text reviews to become viral, a video on the other side is made to share. Imagine having your customers spreading the word about your products on social channels.

These first 2 ways of using User Generated Video can help you increase conversion rate, but besides conversions it can also boost your inbound traffic.

Product reviews to increase conversions & inbound traffic

As videos get shared on across the web, we can even track which viewers visit our client’s website and eventually convert into customers.

3. Video Contests

Video contest with user generated video

Mobile devices like smartphones, tablets & laptops come with a built-in camera & an internet connection. This enables the users to capture video everywhere, making it easier to get user generated video content.

Unlike most people think, a video contest doesn’t have to be expensive. There are several tools that can be used to set up a video contest. You don’t need big bucks to get your own custom YouTube page where people can upload their video.

Tips when organizing a video contest:

– Add gamification elements to get users start sharing their videos. Our leaderboard calculates a score based on shares, likes, views, …

– Reward contributors with an incentive to activate them to upload  a video (coupon, freebie,  or even just their social status…)

– The first video entries are (most of the time) the hardest to get. Once you have a couple of videos, the other visitors will be more likely to enter the contest as well.

4. Support & Customer Care

Video technology has introduced a better way for companies to provide better online customer service. One of the most common ways to use video in Support & Customer Care are prerecorded How-To videos solving common problems. But you can go a step further! Every company has service, acquisition or loyalty goals, and for every goal there’s a way you can use video to reach those goals.

Land’s End, an online apparel retailer, is using a live video chat to help customers during their shopping experience. It has proved to increase sales, and the loyalty of customers has grown as well. It’s like having a personal shopping assistant helping you out when shopping online.

Besides the How-To videos or the live video chat you can go a step further and give your customers the possibility to add a video when they fill in a support form. People really don’t like to type a problem, because it’s time consuming and it’s not clear if the support operator understands the problem.

5. HR & Recruiting

It’s always great to receive hundreds, maybe thousands of cover letters and resumes when posting a job on an online job board. Unfortunately it’s your task to read those letters in an attempt to get the best candidates.

It’s hard to find the right candidate by only judging their resume and cover letter. How do you know if they will fit in your company culture? How do you know if they are motivated, or skilled enough to work for you?

Video Job Applications help hiring managers to get the right candidate faster, so your company saves time and money. Candidates have the opportunity to highlight relevant experience and skills and at the same time they are showing off their personality and passion for your company.

Hiring managers can read the candidate’s body language, listen to speech patterns, test certain skills, etc.  This surely is a win-win situation for both candidate as hiring manager.

6. Classified Ad Websites

Video will help you to create a richer experience for your visitors, and give your advertisers the tools they need to show off their listings.

Classified ad websites using video are rare, and in most cases they just ask you to copy and paste the link to a video posted on YouTube, Vimeo or other video platform. Niches like real estate or automotive classifieds can add compelling content to their listings using devices like smartphones or tablets.

7. Events

When you visit an event these days, you will see lots of people recording stuff using their smartphone, but the day afterwards you turn to YouTube and can’t find a video of this event anywhere. So what do they do with those videos? Do they upload them? And if they do, where do they do it? All this precious video content gets fragmented or even lost.

This video content can be used to drive more buzz during and even after an event. Give your attendees the possibility to contribute with their videos, and provide a space where all those videos come together.

The cool thing is that contributors are very likely to share the video they recorded during the event, generating inbound traffic to your website or Facebook page. On the other hand, the attendees will be more likely to come back to your website or Facebook page if they know that they will find valuable video content of the event. Example of what we created for our client PACA during their conference last year in Chicago:

8. Point of Sale

I’ve never seen a retailer doing this, but I do think that using User Generated Video in a Point of Sales environment can stimulate in-store traffic.

How many girls show off their new outfit with their friends after a day of shopping? Why not give them the possibility to get feedback of friends WHILE shopping for a new outfit? And by rewarding them with a coupon or other incentive they will be excited to show off your products.

But how does it work? Well, there are several possibilities to use video in a point of sale environment, but the key in getting those videos is to keep it simple. Don’t ask your clients to upload something on YouTube or other video platform, not everybody is tech-savvy and has a YouTube account.

Why Advertisers Need YouTube [Infographic]

YouTube reaches more U.S. adults between the ages of 18 and 34 than any cable network. With one billion unique users per month, YouTube helps brands engage with people who aren’t just willing to watch videos; they’re actively seeking them out.

video marketing strategy on YouTube can benefit your brand’s social media presence on other networks, too. When Old Spice ran its “The Man Your Man Could Smell Like” campaign, it gained over 80,000 Twitter followers in two days and increased its Facebook engagement by 800%. What do these numbers mean? Well, for Old Spice, they meant a 107% sales increase.

This infographic by MDG Advertising illustrates the growth and consumption habits of YouTube viewers, and shows how your brand can turn content into revenue with a video marketing strategy.

 

YouTubeREVISED

Google Sites Delivers Record-Breaking 2.2 Billion Video Ads in February

comScore, Inc.  released data from the comScore Video Metrix service showing that 178 million Americans watched 33 billion online content videos in February, while the number of video ad views reached 9.9 billion with Google Sites delivering an all-time high of 2.2 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 February with 150.7 million unique viewers, followed by Facebook with 61.2 million, VEVO with 49.5 million, NDN with 46.3 million and Yahoo! Sites with 43.6 million. More than 33 billion video content views occurred during the month, with Google Sites generating the highest number at 11.3 billion and Facebook reaching its all-time high of 558 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
February 2013
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  177,955 33,031,053 1,045.7
Google Sites 150,659 11,347,490 362.1
Facebook 61,237 557,607 19.9
VEVO 49,494 540,116 36.9
NDN 46,259 523,876 74.8
Yahoo! Sites 43,619 331,168 52.5
Viacom Digital 39,095 419,486 42.8
Microsoft Sites 36,682 484,366 38.2
AOL, Inc. 35,299 570,381 57.3
Turner Digital 30,236 260,830 37.0
Amazon Sites 28,732 96,476 12.6

*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 9.9 billion video ads in February, with Google Sites ranking first with its all-time high of 2.2 billion ads. BrightRoll Video Network came in second with 1.6 billion, followed by Hulu with 1.4 billion, Adap.tv with 1.4 billion and LiveRail.com with 1 billion. Time spent watching video ads totaled 3.8 billion minutes, with BrightRoll Video Network delivering the highest duration of video ads at 859 million minutes. Video ads reached more than 50 percent of the total U.S. population an average of 63 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 61, while CBS Interactive and Google Sites tied for second with an average of 23 ads per viewer.

Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed
February 2013
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  9,865,717 3,774 63.3 50.5
Google Sites 2,220,537 182 23.1 31.1
BrightRoll Video Network** 1,612,405 859 11.5 45.3
Hulu 1,437,113 583 61.3 7.6
Adap.tv† 1,381,031 687 12.2 36.7
LiveRail.com† 1,004,654 400 14.2 23.0
Specific Media** 962,884 415 9.1 34.1
Auditude, Inc.** 775,958 170 13.7 18.3
TubeMogul Video Ad Platform† 597,450 165 9.2 21.1
Tremor Video** 583,978 296 8.5 22.4
CBS Interactive 565,511 240 23.1 7.9

*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 February 2013 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 48.2 million viewers. Fullscreen held on to the #2 position with 36.8 million viewers, followed by Maker Studios Inc. with 30.5 million, Warner Music with 26 million and ZEFR (formerly MovieClips) with 23.8 million. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (61 minutes per viewer), followed by Maker Studios Inc. (42 minutes per viewer). VEVO streamed the greatest number of videos (514 million), followed by Machinima (374 million).

Top YouTube Partner Channels* Ranked by Unique Video Viewers
February 2013
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 48,225 514,450 35.5
Fullscreen @ YouTube 36,849 241,535 19.5
Maker Studios Inc. @ YouTube 30,485 362,790 42.0
Warner Music @ Youtube 26,006 134,858 16.9
ZEFR @ YouTube 23,807 96,030 11.0
Machinima @ YouTube 21,017 374,468 61.4
BroadbandTV @ YouTube 16,816 93,637 16.8
google @ YouTube 14,009 24,697 6.9
UMG @ YouTube 13,691 34,048 7.1
The Orchard @ YouTube 13,200 38,957 7.8

*YouTube Partner Reporting, beginning last month with January 2013 data, gives credit to YouTube Partners for views of their single-claimed user-generated content.

Other notable findings from February 2013 include:

  • 83.3 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 5.6 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 23 percent of all videos viewed and 2 percent of all minutes spent viewing video online.

Top 20 most shared social video ads during November 2012

#1 Most Shared Social Video Ad for November = Dumb Ways To Die is a safety message-come-music-video, with a catchy tune and a lot of bloodshed. Released by Melbourne Metro to warn travelers about the dangers of rail travel, the clip showcases the many mind-bogglingly stupid ways to kick the bucket in an effort to teach viewers about rail safety.

The catchy tune sweetly details through a series of increasingly ridiculous demises as the animation plays out the lethal action. The Mr Men-like creatures set fire to themselves, get bitten by rattlesnakes and use their private parts as piranha bait, an animated gore-fest that has earned over 2 million shares.

Put together by McCann Melbourne, the clip sounds traumatic, but is quickly becoming one of the year’s most shared ads, thanks to a healthy dose of humour, smart animation and a song that you can’t stop humming.

Top 20 most shared social video ads during November 2012

  1. Melbourne Metro – Dumb Ways To Die  – 2,101,594 Shares

  2. Red Bull – The Athlete Machine – 873,597

  3. Air new Zealand – An Unexpected Briefing – 771,131

  4. Activision: Call of Duty – Black Ops 2(Surprise) – 399,900

  5. BarackObamadotcom – President Obama “I’m Really Proud Of All Of You” – 373,896

  6. Chanel – Marilyn and No5 – Inside Chanel – 299,522

  7. Disney – Darth Vader: what Are You Going To Do Next? – 295,214

  8. Wink, Nod, Smile – Macy’s Presents “What’s in Store?” – 267,039

  9. Radio Globo – Pulcino Pio – 258,380

  10. John Lewis – The  Journey – 255,754

  11. GoPro – Hero 3 Black Edition – Smaller, Lighter and 2x More Powerful – 251,231

  12. Mitt Romney – Revenge Or Love Of Country – 727,118

  13. Actually.org – Don’t Let Mitt Romney Turn Back Time On Women – 207,107

  14. DC Shoes – Ken Block’s Gymkhana Five: Ultimate Urban Playground: San Francisco – 202,374

  15. Innovate Salone: Self Taught African Teen Wows M.I.T. – 180,921

  16. Justin Bieber’s Girlfirend – Official Fragrance Commercial – 137,467

  17. Coke Zero: Unlock the 007 In You. You Have 70 Seconds – 132,618

  18. Louis Vuitton – L’Invitation Au Voyage  – 125,689

  19. Studie43 – 2 Year Old Dancing The Jive – 117,396

  20. Justin Bieber’s Girlfirend – Official Fragrance Teaser – 112,781