Peek of the Week – Christmas edition [updated]

Yes its already that time again… here is our round up of the most viewed, talked about and expensive Christmas commercials starting with The Bear and the Hare, the £7 million John Lewis Christmas TV commercial;

Its arrival heralds the start of the festivities, according to economists, although the rival M&S campaign, unveiled this week, began the annual drive to make us stop budgeting and start indulging. M&S’s poster girl, Rosie Huntington-Whiteley, in lingerie naturally, will be vying against a cartoon bear, the star of the John Lewis campaign. It’s beauty versus the beast.

Taking a different approach is Tesco that goes down the nostalgic route;

Morrison is playing it safe with celebrity endorsement

ASDA doesn’t give up on the price war, even during Christmas;

A very cute and massive unwrap from Cadbury

One of my favourite LEGO;

But Sainsbury probably created the most buzz this year with Christmas in a day. Last year they asked people to send in their personal video and so Christmas in a Day features heart-warming home footage of celebrations. Directed by Oscar-winning Life In A Day director Kevin Macdonald, His award-winning 2011 Youtube film featured 80,000 crowd-sourced clips. The ’Christmas in a Day’ 50-minute film, which took 14 months to make, documents the different experiences of a range of UK families to capture the diversity of celebrations across the country.

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

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.

UMG Overtakes VEVO To Become Most Popular UK YouTube Partner Channel in the UK

Britons surfing the web via PC remained strong at 44.6m unique users, with video consumption growing slightly month on month.

  • On-network mobile browsing was the story in April with an overall month on month increase of almost 3% to 28m, with daily visitors increasing 10% to almost 11m.

UMG swapped places with VEVO to become the top UK YouTube partner channel, whilst IODA dropped out of the top 10 ranking, being replaced by The Orchard.

Screen Shot 2013-07-03 at 14.14.28

This month’s demographic spotlight is on high income households. To a degree, usage reflected what was happening in the UK at large:

  • The political category indexed as the most visited content type for the group. Local elections driving visitation to BBC News Politics, Guardian Politics, HuffPost Politics and AboutMyVote.co.uk in particular. Broader interest in the economy was also reflected with a strong showing for Economist.com
  • Interest in family matters was demonstrated with Education-Information being the second most visited category, with About.com Education, TES.co.uk and UCAS.com all ranking highly within that sector.

Food Retailing is our Multi-Platform spotlight this month and, whilst it is unsurprising to find the major supermarkets dominate, the extent to which on-network mobile browsing adds to their total audience is;

  • Just-Eat achieved a top five position, further demonstrating the increasing usage of mobile in all aspects of consumers’ lives and the growing value of convenience when it comes to food.

 

comScore May 2013 U.S. Online Video Rankings

comScore, released data from the comScore Video Metrix service showing that 182 million Americans watched nearly 41 billion online content videos in May, while the number of video ad views reached 15.8 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 May with 154.5 million unique viewers, followed by Facebook with 60.4 million, AOL, Inc. with 53.8 million, VEVO with 52 million and NDN with 46.5 million. Nearly 41 billion video content views occurred during the month, with Google Sites generating the highest number at nearly 14 billion, followed by AOL, Inc. with 839 million. Google Sites had the highest average engagement among the top ten properties.

Top U.S. Online Video Content Properties Ranked by Video Viewers

Property Total Unique Viewers (000) Videos (000)* Minutes per Viewer
Total Internet : Total Audience 182,217 40,953,776 1,247.9
Google Sites 154,537 13,958,260 436.7
Facebook 60,429 727,383 26.1
AOL, Inc. 53,845 838,934 64.2
VEVO 52,024 591,209 37.9
NDN 46,457 505,339 78.5
Microsoft Sites 45,179 541,503 36.9
Viacom Digital 43,676 415,654 41.2
Yahoo! Sites 43,625 342,432 72.7
Amazon Sites 33,740 163,817 17.8
Turner Digital 32,975 276,951 41.7

*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 15.8 billion video ads in May, with BrightRoll Platform ranking #1 with 2.6 billion ad impressions. Google Sites came in second with nearly 2.6 billion ads, followed by LiveRail.com with 2.1 billion, Adap.tv with 2.1 billion, Hulu with 1.7 billion, Specific Media with 1.4 billion and TubeMogul Video Ad Platform with 1.2 billion. Time spent watching video ads totaled 6 billion minutes, with BrightRoll Platform delivering the highest duration of video ads at 1.3 billion minutes. Video ads reached 53 percent of the total U.S. population an average of 96 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*

Property Video Ads (000) Total Ad Minutes (MM) Frequency (Ads per Viewer) % Reach Total U.S. Population
Total Internet : Total Audience 15,844,581 6,042 96.5 53.1
BrightRoll Platform** 2,624,509 1,340 16.2 52.5
Google Sites 2,553,208 233 23.7 34.9
LiveRail.com† 2,128,167 742 23.9 28.9
Adap.tv† 2,098,981 1,000 15.8 43.1
Hulu 1,666,610 653 71.3 7.6
Specific Media** 1,411,102 552 12.5 36.5
TubeMogul Video Ad Platform† 1,225,897 349 13.5 29.4
Tremor Video** 882,522 459 11.6 24.5
Videology† 632,899 262 8.1 25.1
AOL, Inc. 630,551 296 12.1 16.9

*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 May 2013 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 50.2 million viewers. Fullscreen held on to the #2 position with 36.5 million viewers, followed by Maker Studios Inc. with 32.4 million, Warner Music with 32 million and ZEFR (formerly MovieClips) with 27.5 million. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (63 minutes per viewer), followed by Maker Studios Inc. (48 minutes per viewer). VEVO streamed the greatest number of videos (562 million), followed by Maker Studios Inc. (433 million).

Top YouTube Partner Channels* Ranked by Video Viewers

Property Total Unique Viewers (000) Videos (000) Minutes per Viewer
VEVO @ YouTube 50,238 561,631 36.1
Fullscreen @ YouTube 36,486 284,829 23.8
Maker Studios Inc. @ YouTube 32,371 432,854 47.5
Warner Music @ Youtube 31,956 176,509 17.7
ZEFR @ YouTube 27,497 130,772 13.5
The Orchard @ YouTube 24,313 90,023 10.4
Machinima @ YouTube 21,371 349,628 62.6
UMG @ YouTube 19,838 68,297 9.9
BroadbandTV @ YouTube 16,451 112,491 21.6
SonyBMG @ YouTube 16,250 44,173 8.3

Other notable findings from May 2013 include:

  • 84.8 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 27.9 percent of all videos viewed and 2.6 percent of all minutes spent viewing video online.

Video Styles To Consider when you start with Video

If you consider or using currently video there are endless possibilities. But to find a style or format that works for you we’ve listed 7 examples.

1. Live-Action (shooting video with a personality)

Pros: Can be simple, quick, and cheap. Helps an audience form a human connection to the brand.

Cons: You need a person who is worth connecting to. Not always cheap to produce because if it’s used to its fullest extent, it can become expensive. If done poorly, it can have the opposite effect and reflect poorly on your brand.

2. Screencasts (images with audio narration)

Pros: Really simple to do. Really only require a computer for screen capture software and a microphone. Doesn’t take a lot of time to create and edit.

Cons: A limited amount of products and services can use this. Mostly tutorials and walk-throughs of products and services, especially if they’re web-based.

3. Motion Graphics (kinetic text, animated videos)

Pros: Can communicate a lot and keep audiences engaged. A higher level of perceived credibility and professionalism. Quick and straight to the point.

Cons: Time-consuming to create. Hiring someone who can do it can make it expensive, although not as expensive as live-action when you do live action “well.”

4. Behind the Scenes (following a photographic shoot other event)

Pros: Keep audiences engaged and gives them a feeling to be part of the experience.

Cons: Being used a lot now, and its just not the real thing viewers rather watch a video specially created for them.

5. Live Streaming

Pros: Highly engaging. Allows interaction with the audience. No need for expensive equipment, especially with Google+ Hangouts on Air and the YouTube live streaming feature that is being rolled out to everyone.

Cons: If you want to “go for it,” it can get expensive. You need an existing audience to make it worthwhile.

6. Greenscreen (presenter against green backdrop that can be customised in post production)

Pros: Can be used on any and small locations, using a greenscreen, and is extremely flexable, background can be any colour or image/logo and combined with strong graphics it can work very well.

Cons: Could be perceived as static and if to long will get boring.

7. Slideshows

Just don’t do these. Photos are photos. We want video!

If you would like more free advise on how to create effective videos that drive results then get in touch erwin@reeldealhd.com