Provided by Kantar Video<br />Super Bowl: Online Video Activity <br />(2/4/2001- 2/13/2011)<br />Trevor Wolfe – Marketing ...
Table of Contents<br />2<br />©2011 Kantar.  No part of these materials may be used, reproduced or adapted without the pri...
Kantar by the numbers
Methodology
Pre-Game Strategies
Post-Game Strategies
Publisher Involvement
Top 20 Most Viewed Ads
Viewership by Category, and Average Views per/video
Earned CPM contributions
Social Activity
Views by Time in the Game
Views by Pod Position
Views by Creative Attributes
Relationship between Views and Commentary</li></li></ul><li>Introduction to KANTAR Video<br /><ul><li>Kantar Video is the ...
Combined with descriptive, behavioral and attitudinal data from other Kantar business units, the Kantar VideolyticsTM on-d...
UCG
Long form and Short form
Branded Entertainment
Upcoming SlideShare
Loading in...5
×

Super Bowl XLV study by Kantar Video

1,555

Published on

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,555
On Slideshare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
25
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Super Bowl XLV study by Kantar Video

  1. 1. Provided by Kantar Video<br />Super Bowl: Online Video Activity <br />(2/4/2001- 2/13/2011)<br />Trevor Wolfe – Marketing Manager, Kantar Video (Trevor.Wolfe@kantar.com)<br />Andrew Latzman, SVP Research, Kantar Video (Andrew.Latzman@kantar.com) <br />©2011 Kantar. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved.<br />
  2. 2. Table of Contents<br />2<br />©2011 Kantar. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved.<br /><ul><li>Introduction to Kantar Video
  3. 3. Kantar by the numbers
  4. 4. Methodology
  5. 5. Pre-Game Strategies
  6. 6. Post-Game Strategies
  7. 7. Publisher Involvement
  8. 8. Top 20 Most Viewed Ads
  9. 9. Viewership by Category, and Average Views per/video
  10. 10. Earned CPM contributions
  11. 11. Social Activity
  12. 12. Views by Time in the Game
  13. 13. Views by Pod Position
  14. 14. Views by Creative Attributes
  15. 15. Relationship between Views and Commentary</li></li></ul><li>Introduction to KANTAR Video<br /><ul><li>Kantar Video is the newest unit of WPP’s insight, information, and consultancy group Kantar, built to provide comprehensive content capture and measurement capabilities to effectively and efficiently measure and help monetize online and mobile video ads and content worldwide.
  16. 16. Combined with descriptive, behavioral and attitudinal data from other Kantar business units, the Kantar VideolyticsTM on-demand SaaS platform enables clients to assess and improve the impact of online and mobile video on their brands, audiences and marketing plans. </li></ul>Kantar Video measures:<br /><ul><li>Content (Adverts and programs)
  17. 17. UCG
  18. 18. Long form and Short form
  19. 19. Branded Entertainment
  20. 20. Prosumer/Independent
  21. 21. Repurposed Television
  22. 22. Web Series
  23. 23. Viral</li></ul>3<br />©2011 Kantar. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved.<br />TRACK<br />SYNDICATE<br />OPTIMIZE<br />
  24. 24. KANTAR by the numbers<br />14 specialist companies<br />26,500+ employees operating in 95 countries<br />300 of Fortune 500 are clients<br />1/3rd of WPP’s revenue <br />Digital data collection will exceed 50% by FYE 2011<br />How KANTAR collects and measures data:<br /><ul><li>Spider Technology
  25. 25. KANTAR SignatureTM (fingerprinting) Technology
  26. 26. Direct Page-Level Tagging
  27. 27. ISP/ASP/Toolbar
  28. 28. Set top box data
  29. 29. Opt-In Panels
  30. 30. Media Monitoring
  31. 31. People Meters
  32. 32. Surveys
  33. 33. In-Player SWF file
  34. 34. Pixel Tracking</li></ul>4<br />©2011 Kantar. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved.<br />
  35. 35. Methodology<br />Data included in this presentation include viewership activities from 3 days before the Super Bowl through 7 days subsequent (2/4/2001- 2/13/2011)<br />VideolyticsTM is Kantar Video’s online video content and ad measurement system featuring computer search agents to find video as it spreads across the internet, and a proprietary fingerprinting technology that can identify matches regardless of whether the video has been edited, modified, distorted, or incorporated into another format<br />VideolyticsTM pulls data from leading video distribution sites<br />Figures include viewing figures and social activity (comments, ratings) from original video as well as duplicated copies<br />Only ads appearing during the game (between first quarter and end of fourth quarter) are included in this study<br />Pod Positioning data supplied by Kantar Media<br />5<br />©2010 Kantar. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved.<br />
  36. 36. Key Findings<br />Top 10 Advertisers earned $1,900,000 USD in extra media impressions<br />Volkswagen’s “The Force” topped our rankings with $877,000 in earned media, 32.183 million views, and 260,000 comments and ratings. <br />Automotive saw the most Social Activity Per Video<br />An average of 59.2 separate versions of each Super Bowl were found uploaded by viewers, contributing to greater total viewership and social activity.<br />Over 357 versions of Volkswagen’s “The Force” located through VideolyticsTM platform<br />Placement in the 2nd Quarter or the 3rd Pod Position contributed more than double the viral views of an ad<br />Funny executions attracted 63% more views than Celebrity and Racy execution, however, the proportions are narrowing, indicating a possible long-tail strength in including celebrity and racy creative.<br />Brands that included a pre-game and/or post-game video strategy outperformed those simply uploading the video on their YouTube page<br />6<br />©2010 Kantar. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved.<br />
  37. 37. Pre Game Strategies<br />The Custom YouTube Landing Page<br /><ul><li>Several brands developed custom thematic landing pages for their YouTube pages encouraging viewers to explore multiple creative executions before, during and after the game. </li></ul>The Contest<br /><ul><li>Kia Launched OneEpicContest.com, a multi media contest, giving away 5 Kia Optimas to contestants who answered all 5 questions correctly. The 5th question was aired during the Super Bowl
  38. 38. Doritos expanded on their successful user generated commercial contest CrashTheSuperBowl.com including the Pepsi Max Brand. Commercials from 10 finalists were chosen to be used in the Super Bowl
  39. 39. Mercedes launched their “Tweet Race” to the Super Bowl contest in December </li></ul>Customization<br /><ul><li>HomeAway.com encouraged users to upload their faces to create a customized version of their Super Bowl spot, which could then be shared with friends, colleagues, and family </li></ul>The Teaser<br /><ul><li>Several brands launched teaser images or clips of their spot on their social channels (facebook, twitter, etc) and to the media including Budweiser and Skechers</li></ul>Press Outreach<br /><ul><li>Volkswagen’s “The Force” is credited with one of the most effective pre-game press outreach strategies, garnering 10 million views before the game started.</li></ul>7<br />©2010 Kantar. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved.<br />
  40. 40. Pre-Game Strategy Examples<br />8<br />©2010 Kantar. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved.<br />Kia’s Giveaway contest Landing Page<br />Doritos/Pepsi Max’s User Generated Contest Microsite<br />Homeaway's “Make your own commercial” feature <br />
  41. 41. Custom Landing Page Examples<br />9<br />©2010 Kantar. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved.<br />Snickers “You’re Not You”<br />Audi’s “Escape from Luxury”<br />Chrysler’s “Imported from Detroit” <br />
  42. 42. Post-Game Strategies<br />- Extensions of Original Creative - Many brands used similar techniques to generate extra exposure and keep viewers engaged in their content. Common approaches include:<br />“Behind the Scenes” and “The Making Of”<br />“The Making of the Force” Video generated another 1.5 million views within 7 days<br />Bridgestone featured interactive hotspots on their YouTube channel leading viewers to corresponding “making of” scenes<br />Extended Versions<br />Mercedes released an extended version of their “Welcome” spot attracting 400,000 additional views<br />Bloopers and Outtakes<br />Lipton’s Brisk brand used an animated “Eminem Outtakes” version drawing an additional 200,000 viewers<br />Paid Search - Brands invested heavily purchasing keywords including “Super Bowl Commercials” on Google, Bing, and YouTube’s promoted videos <br />10<br />©2010 Kantar. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved.<br />
  43. 43. Publisher Involvement<br />Several sites (YouTube, Fox, Hulu, MySpace) battled for millions of viewers before and after the game with their own Super Bowl Ad viewing specials, encouraging audiences to vote and comment on their favorite commercials. <br />11<br />©2010 Kantar. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved.<br />Hulu’sAdZone<br />Fox.com’s Super Bowl Section<br />YouTube’s AdBlitz<br />
  44. 44. Top 20 Most Viewed Ads<br />12<br />©2010 Kantar. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved.<br />(2/4/2001- 2/13/2011)<br />
  45. 45. Online Video Viewing<br />13<br />©2010 Kantar. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved.<br />Automotive and CPG categories lead total online viewership, while Movie Trailers and Retail performed well in Average Views per/Video<br />Online Video Viewing by Category<br />Average Views per Video<br />
  46. 46. 14<br />©2010 Kantar. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved.<br />Earned CPM Overall Rankings<br />In the 3 days since the Super Bowl aired, the top 20 ads have earned a total over $ 2,400,000 million USD in earned media. <br />
  47. 47. Social Activity*<br />15<br />The Automotive Category saw the most social activity per video, spurred by the Success of Volkswagen’s “The Force” and the emotional impact of the creative for “Imported from Detroit.”<br />Social activity by category<br />Top drivers of social activity<br />Average activity per video<br />*social activities on video sites (comments, ratings, favorites)<br />©2010 Kantar. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved.<br />
  48. 48. Views by Time in Game<br />16<br />©2010 Kantar. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved.<br />Creatives placed in the 2nd quarter resulted in higher online impression counts, while spots aired during Half Time show produced the fewest<br />
  49. 49. Views by Pod Position<br />17<br />©2010 Kantar. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved.<br />While the creative elements of the ads could be responsible for higher online impressions, data indicates that the more successful commercials were running the3rd position in the pod<br />
  50. 50. Views by Creative Attribute<br />Funny executions were over 63% as successful in driving viral views within the first week, but the gap is narrowing suggesting that use of celebrity or racy content may have more staying power.<br />18<br />©2010 Kantar. No part of these materials may be used, reproduced or adapted without the prior written consent of the copyright owner. All rights reserved.<br />
  51. 51. Relationship between viewing and social commentary<br />Not all social activity is equal. Findings suggest that there is a stronger relationship between viewing and commentary than rating. Comments are more predictive of viewing while rating can simply be more indicative of emotion towards the ad, campaign, or brand.<br />
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×