Peek of the Week – The Top 20 Most Shared Online Video Ads For June 2014

World Cup ads predictably dominate this month’s Unruly Global Ads Chart. With the biggest sporting event on the planet in full swing, it’s no surprise to see almost half of the top 20 video ads of the month are football-related. Just like last month, Colombian pop princess Shakira’s collaboration with yoghurt brand Activia “La La La” leads the way. Dubbed the ‘unofficial World Cup theme song’, it attracted a mammoth 2.72 million shares during June, making it not only the most shared football ad of the year, but also the sixth most shared ad of all time.

Brands unaffiliated with this year’s World Cup have certainly dominated this year’s World Cup. Despite creating half as many videos as FIFA-affiliated advertisers, commercials from non-sponsors have so far generated almost three-quarters of the shares. As with previous World Cups, Nike is one of the standout stars, so far attracting more than three times more shares than its fiercest rival adidas, who has been an official World Cup sponsor since 1970.

This month’s chart features two ads from the Oregon-based company. In second spot is “The Last Game”, an ad designed in a style familiar to Pixar films like Toy Story or The Incredibles. It depicts a world in which homogenous clone footballers have taken over the sport, leaving mavericks like Zlatan and Neymar Jr. to take other professions, such as hairdressers. It’s a little like the town that banned dancing in Footloose, only with Wayne Rooney instead of Kevin Bacon.

Seeing hugely famous athletes Disney-fied up is a strange joy, and the short film flies by with wit and imagination. With nearly 900,000 shares last month alone, it won’t be Nike’s last game either. Nike’s epic “Winner Stays” also makes June’s top 20 (18th), while adidas’ “House Match”, featuring David Beckham, is eighth.

In fourth is another ad from a brand not affiliated with the World Cup – Beats By Dre’s “Game Before The Game”. Backed up by a rousing soundtrack from Jamie N Commons & The X Ambassadors, the video features football stars and fans preparing for the match of their lives by going through their various superstitious pre-match rites. Neymar listens to a message from his dad, Cesc Fabregas kisses his ring four times, while Luis Suarez kisses the tattoo on his wrist of his children’s names. It’s an incredible watch, enough to get the pulses racing of even the most ardent football refuseniks.

Other new football-related ads to make it on to the top 20 are Banco de Chile’s compelling “Comercial Mineros” and a commercial from Middle-Eastern telecommunications company Ooredoo which stars Argentinian soccer superstar Lionel Messi. Castrol’s “Footkhana” is still the most shared ad from an official partner.

But World Cup ads did not have it all their own way during June. After scoring a huge social video hit last year with its wickedly funny “The Camp Gyno”, tampon subscription service HelloFlo returned last month with yet another fresh approach to feminine hygiene marketing. Created to promote its period starter kit, “First Moon Party” features a young girl so desperate to join her “blood sisters” at school she paints red nail varnish on a sanitary towel to fake her first period. Her mum quickly rumbles her, but plays along, organising what can only be described as the party from hell to celebrate her daughter’s milestone.

The result is probably the funniest ad about tampons ever made. Intentionally funny, at least. And judging by the ad’s immediate success, I’m not the only one giggling. The video has already surpassed the original, attracting 232,306 shares in just over a week, making it the ninth most shared ad last month. With lines like “Grandpa is bobbing for ovaries like a champ” and “do you know how hard it is to find a uterus pinata?”, the ad’s edgy humour and awkward subject matter will certainly not be to everyone’s tastes. But you certainly have to take your hat off to HelloFlo for coming up with a piece of content that would not look out of place during an episode of hit US TV show Modern Family.

Another feminine care brand also makes it on to this month’s top 20. But unlike HelloFlo’s humorous spot, P&G brand Always uses a more inspirational message to get people sharing its ad, “Like A Girl”. Directed by notable documentary photographer and filmmaker Lauren Greenfield, whose work has cataloged the self-esteem crisis among American females, the video empowers young women to turn an insulting phrase into a positive affirmation.

As one participant observes the end of the film, “why can’t ‘run like a girl’ also mean ‘win the race’?”. It’s a compelling message, which certainly resonated across the social web last month. Attracting more than 219,00 shares in just a few days, “Like A Girl” was the 11th most shared ad during June.

Other new ads to make it into the top 20 this month include a safety ad from Volkswagen that is sure to make you think twice about texting while driving and trailers for the latest chapters of the successful video game franchises FIFA, Assassin’s Creed, Mortal Kombat and Grand Theft Auto.

 

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33% of tablet owners watch 1 Hour Of Video Content Per Day

In just a few short years the tablet has become a hugely popular second screen of choice for 33% of American adults, and while it may not be an essential item, its affordability means that it is within reach of an increasing number of users. New research from YuMe shows how we use our tablets and it’s no surprise to see that a third of of us devote an hour a day to them, with the minimum of distraction. As for video consumption, 100% of those tablet users surveyed confirmed that they watch videos at home, 66% watch videos on holiday, 22% watch videos while commuting or at work and 13% will watch video content while out drinking or dining.

33% of tablet owning adults will watch video for up to 1 hour a day on weekdays while 24% will watch up to two hours of content on the weekends. 8% of adults will watch around 4 hours of video content at the weekends, presumably due to less distractions.

Tablet use also lead to better recall of video ads, according to the report, with 57% of those asked able to recall a video ad without prompting. That compares favourably against the smartphone (49%) and the TV (45%). Advertisers that created mobile specific ad content were also perceived as being ‘cooler’.

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Over the past four years, the percent of American adult internet users who upload or post videos online has doubled from 14% in 2009 to 31% today. That includes 18% of adult internet users who post videos they have created or recorded themselves—many of whom hope their creations go viral. The share of online adults who watch or download videos has also grown from 69% of internet users in 2009 to 78% today, and mobile phones have become a key part of the video viewing and creating experience.

The increasing popularity of social networking sites and the proliferation of cell phones have helped spur the growing online video culture
The growing popularity of posting and watching online videos is a natural byproduct of the increasing percent of adults who use social network sites such as Facebook, as well as the proliferation of cell phones which make it relatively easy to watch, record, and post videos online. Fully 72% of online adults now use social networking sites, which provide a venue for video sharing and watching. The current survey shows that:

  • 71% of adults who post videos online do so on social networking sites.
  • 58% of adults who watch online videos do so on social networking sites.

Similarly, as the percent of American adults who own a cell phone has reached 91%4 , it is not  uncommon for adults to use these devices to participate in the online video culture. Among adult cell phone owners:

  • 41% use their phones to watch video.
  •  40% use their phones to record video.
  • 20% use their phones to post videos online.

More recently, apps have emerged which bring the convenience of cell phones together with the
popularity of online video. In the current survey:

  • 23% of adults who post videos online do so using a mobile app such as Vine.
  • 17% of adults who watch videos online do so using a mobile app

THE FULL TWITTER TV PICTURE REVEALED

Nielsen announced the commercial launch of Nielsen Twitter TV Ratings, the first-ever measure of the total activity and reach of TV-related conversation on Twitter. Nielsen Twitter TV Ratings measure not only “authors”—the number of people tweeting about TV programs—but also the much larger “audience” of people who actually view those Tweets.

Initial analysis of Nielsen Twitter TV Ratings reveals that the Twitter TV audience for an episode is, on average, 50 times larger than the authors who are generating Tweets. For example, if 2,000 people are tweeting about a program, 100,000 people are seeing those Tweets. This multiplier varies across programs, with early data showing the ratio of the audience to the authors generally decreases (meaning the multiplier is smaller) as the number of authors for an episode increases. This is due to the increasing overlap of followers for shows with a large number of Twitter authors, where a single follower is increasingly likely to follow multiple authors.

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Twitter conversation about live TV in the U.S. has grown dramatically over the past two years—19 million unique people in the U.S. composed 263 million Tweets about live TV in Q2 2013 alone, a 24 percent year-over-year increase in authors and a 38 percent increase in Tweet volume, according to SocialGuide. Until now, only the amount of Tweets and respective Twitter authors has been measurable. Without a measurement of the audience of people who view those Tweets, TV networks, advertisers and agencies were left wondering about the true reach and influence of TV-related activity on Twitter. Nielsen Twitter TV Ratings complete the picture by measuring both Twitter TV-specific activity (Authors, Tweets) and reach (Unique Audience, Impressions).

Nielsen Twitter TV Ratings enable TV networks to measure the full Twitter engagement surrounding their programs, to measure the effectiveness of Twitter TV-related audience engagement strategies, and to better understand the relationship between Twitter and tune-in. Additionally, Nielsen Twitter TV Ratings assist agencies and advertisers in making data-driven media planning and buying decisions that incorporate the full impact of Twitter TV.

“We are just beginning to understand the dynamic relationship between social media and television,” says Beth Rockwood, senior vice president, market resources and ad sales research at Discovery Communications. “The ‘Talking Social TV’ Study’ conducted through the Council for Research Excellence (CRE) has demonstrated that, particularly for ‘TV Super Connectors’, social media is an integral part of their relationship with television, and that different demographics and genres behave in unique ways. New tools, like the Nielsen Twitter TV Ratings, that allow us to further investigate the relationship between individual programs and social media will bring new insights and raise new questions. We look forward to having the opportunity to look at the new broadcast season through the lens of Nielsen Twitter TV Ratings.”

“Social TV is transforming TV from something we watch to something we do,” says Graeme Hutton, senior vice president of research, Universal McCann. “The potential value of SocialGuide and Nielsen Twitter TV Ratings is that it provides a pathway for an advertiser to turn audience energy into brand momentum. In particular, it should be valuable in developing brand activation strategies, and highlighting potential new programming areas for brands which may have previously been viewed as outside their comfort zone.”

“Our recent real-time marketing activities across brands like Oreo, Wheat Thins and Trident have shown us how live engagement can drive brand loyalty and business growth. But Nielsen Twitter TV Ratings are opening up a whole new world: they enable us to amplify our brand messages by taking full advantage of social TV engagement,” said Bonin Bough, vice president, global media and consumer engagement at Mondelēz International. “Knowing in advance what the effective Twitter TV engagement is around key events is game-changing and will enable us to connect even more efficiently with our consumers.”

Along with Nielsen’s existing SocialGuide solutions for Twitter TV measurement, analytics and engagement, Nielsen Twitter TV Ratings represent Nielsen’s latest innovation in enabling the media industry to harness the power of social media. “The Nielsen Twitter TV Ratings are a powerful measurement with far reaching implications for the industry,” said Steve Hasker, president, global product leadership, Nielsen. “It’s exciting that investments are being made to build 360 degree engagement—and drive passion from viewers—around programming. This holistic measure of how Twitter activity influences TV engagement will bring clarity to the value of those efforts.”


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Built on the SocialGuide platform, Nielsen Twitter TV Ratings are available for TV programming across over 215 English-language U.S. broadcast and cable networks. Nielsen is currently working with Twitter to accurately measure and report Spanish-language networks.  Nielsen Twitter TV Ratings are a separate set of measures that complement traditional National TV Ratings.  They do not change the traditional National TV Ratings.

Nielsen Twitter TV Ratings deliver overnight metrics into two platforms: SocialGuide Intelligence and Nielsen National TV View. In addition, Nielsen Twitter TV Ratings Weekly Top Ten list will be available at SocialGuide.com, highlighting the highest-ranking episodes by Twitter TV audience on a weekly basis.

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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.

Maker Studios Inc. Captures #2 Ranking among YouTube Partner Channels for First Time

comScore, Inc. released data from the comScore Video Metrix service showing that 182 million U.S. Internet users watched nearly 40 billion online content videos in November, while video ad views reached 10.5 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 November with 153 million unique viewers, followed by NDN with 55.7 million, Facebook.com with 53.8 million, Yahoo! Sites with 52.3 million and VEVO with 52 million. Nearly 40 billion video content views occurred during the month, with Google Sites generating the highest number at 12 billion, followed by AOL, Inc. with 695 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
November 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  182,050 39,965,466 1,182.9
Google Sites 152,991 12,096,986 377.9
NDN 55,708 551,066 66.4
FACEBOOK.COM 53,808 341,458 14.4
Yahoo! Sites 52,275 418,148 50.5
VEVO 52,010 599,855 38.8
AOL, Inc. 51,418 695,233 45.9
Viacom Digital 43,366 443,171 41.2
Microsoft Sites 37,630 422,765 41.4
Amazon Sites 33,529 107,107 11.8
Collective Video 32,939 149,407 18.9

*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 10.5 billion video ads in November, with BrightRoll Video Network ranking first with 1.8 billion ads. Google Sites came in second with 1.7 billion, followed by Hulu with 1.5 billion, Liverail.com with 1.3 billion, Adap.tv with 1.2 billion and TubeMogul Video Ad Platform 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 951 million minutes. Video ads reached 53 percent of the total U.S. population an average of 64 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 62, while Google Sites delivered an average of 18 ads per viewer.

Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed
November 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  10,468,221 3,844 64.5 52.7
BrightRoll Video Network** 1,774,092 951 12.3 47.0
Google Sites 1,737,302 137 18.1 31.2
Hulu 1,521,715 616 62.5 7.9
LIVERAIL.COM† 1,267,746 555 14.7 28.0
ADAP.TV† 1,182,807 591 10.4 37.0
TubeMogul Video Ad Platform** 1,125,866 402 11.0 33.3
Specific Media** 911,412 401 7.5 39.4
Auditude, Inc.** 813,807 180 12.3 21.4
AdExcite VideoAd Network** 777,430 304 7.2 34.8
Tremor Video** 703,732 343 8.2 27.8

*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 November 2012 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 50.6 million viewers. Maker Studios Inc. climbed into the #2 position for the first time with 28.1 million viewers, followed by Machinima with 26.2 million, Fullscreen with 26 million and Warner Music with 25.8 million. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (69 minutes per viewer) followed by Maker Studios (38 minutes per viewer). VEVO streamed the greatest number of videos (575 million), followed by Machinima (511 million).

Top YouTube Partner Channels* Ranked by Unique Video Viewers
November 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 50,602 574,852 37.9
Maker Studios Inc. @ YouTube 28,150 314,280 38.5
Machinima @ YouTube 26,151 510,776 69.3
Fullscreen @ YouTube 26,035 152,039 17.1
Warner Music @ Youtube 25,781 138,862 17.3
BroadbandTV @ YouTube 12,953 76,734 18.4
ygent @ YouTube 9,544 27,680 9.5
Alloy Digital @ YouTube 8,420 47,149 19.3
disney jimmykimmel @ YouTube 8,182 19,258 9.2
Collective Digital Studio @ YouTube 7,659 50,479 20.4

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

Other notable findings from November 2012 include:

  • 85.5 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 5.4 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 20.8 percent of all videos viewed and 1.8 percent of all minutes spent viewing video online.