Super Bowl XLV study by Kantar Video
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Super Bowl XLV study by Kantar Video

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Super Bowl XLV study by Kantar Video Super Bowl XLV study by Kantar Video Presentation Transcript

  • Provided by Kantar Video
    Super Bowl: Online Video Activity
    (2/4/2001- 2/13/2011)
    Trevor Wolfe – Marketing Manager, Kantar Video (Trevor.Wolfe@kantar.com)
    Andrew Latzman, SVP Research, Kantar Video (Andrew.Latzman@kantar.com)
    ©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.
  • Table of Contents
    2
    ©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.
    • Introduction to Kantar Video
    • 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
  • Introduction to KANTAR Video
    • 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.
    • 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.
    Kantar Video measures:
    • Content (Adverts and programs)
    • UCG
    • Long form and Short form
    • Branded Entertainment
    • Prosumer/Independent
    • Repurposed Television
    • Web Series
    • Viral
    3
    ©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.
    TRACK
    SYNDICATE
    OPTIMIZE
  • KANTAR by the numbers
    14 specialist companies
    26,500+ employees operating in 95 countries
    300 of Fortune 500 are clients
    1/3rd of WPP’s revenue
    Digital data collection will exceed 50% by FYE 2011
    How KANTAR collects and measures data:
    • Spider Technology
    • KANTAR SignatureTM (fingerprinting) Technology
    • Direct Page-Level Tagging
    • ISP/ASP/Toolbar
    • Set top box data
    • Opt-In Panels
    • Media Monitoring
    • People Meters
    • Surveys
    • In-Player SWF file
    • Pixel Tracking
    4
    ©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.
  • Methodology
    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)
    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
    VideolyticsTM pulls data from leading video distribution sites
    Figures include viewing figures and social activity (comments, ratings) from original video as well as duplicated copies
    Only ads appearing during the game (between first quarter and end of fourth quarter) are included in this study
    Pod Positioning data supplied by Kantar Media
    5
    ©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.
  • Key Findings
    Top 10 Advertisers earned $1,900,000 USD in extra media impressions
    Volkswagen’s “The Force” topped our rankings with $877,000 in earned media, 32.183 million views, and 260,000 comments and ratings.
    Automotive saw the most Social Activity Per Video
    An average of 59.2 separate versions of each Super Bowl were found uploaded by viewers, contributing to greater total viewership and social activity.
    Over 357 versions of Volkswagen’s “The Force” located through VideolyticsTM platform
    Placement in the 2nd Quarter or the 3rd Pod Position contributed more than double the viral views of an ad
    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.
    Brands that included a pre-game and/or post-game video strategy outperformed those simply uploading the video on their YouTube page
    6
    ©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.
  • Pre Game Strategies
    The Custom YouTube Landing Page
    • Several brands developed custom thematic landing pages for their YouTube pages encouraging viewers to explore multiple creative executions before, during and after the game.
    The Contest
    • 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
    • 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
    • Mercedes launched their “Tweet Race” to the Super Bowl contest in December
    Customization
    • 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
    The Teaser
    • 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
    Press Outreach
    • 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.
    7
    ©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.
  • Pre-Game Strategy Examples
    8
    ©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.
    Kia’s Giveaway contest Landing Page
    Doritos/Pepsi Max’s User Generated Contest Microsite
    Homeaway's “Make your own commercial” feature
  • Custom Landing Page Examples
    9
    ©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.
    Snickers “You’re Not You”
    Audi’s “Escape from Luxury”
    Chrysler’s “Imported from Detroit”
  • Post-Game Strategies
    - Extensions of Original Creative - Many brands used similar techniques to generate extra exposure and keep viewers engaged in their content. Common approaches include:
    “Behind the Scenes” and “The Making Of”
    “The Making of the Force” Video generated another 1.5 million views within 7 days
    Bridgestone featured interactive hotspots on their YouTube channel leading viewers to corresponding “making of” scenes
    Extended Versions
    Mercedes released an extended version of their “Welcome” spot attracting 400,000 additional views
    Bloopers and Outtakes
    Lipton’s Brisk brand used an animated “Eminem Outtakes” version drawing an additional 200,000 viewers
    Paid Search - Brands invested heavily purchasing keywords including “Super Bowl Commercials” on Google, Bing, and YouTube’s promoted videos
    10
    ©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.
  • Publisher Involvement
    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.
    11
    ©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.
    Hulu’sAdZone
    Fox.com’s Super Bowl Section
    YouTube’s AdBlitz
  • Top 20 Most Viewed Ads
    12
    ©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.
    (2/4/2001- 2/13/2011)
  • Online Video Viewing
    13
    ©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.
    Automotive and CPG categories lead total online viewership, while Movie Trailers and Retail performed well in Average Views per/Video
    Online Video Viewing by Category
    Average Views per Video
  • 14
    ©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.
    Earned CPM Overall Rankings
    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.
  • Social Activity*
    15
    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.”
    Social activity by category
    Top drivers of social activity
    Average activity per video
    *social activities on video sites (comments, ratings, favorites)
    ©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.
  • Views by Time in Game
    16
    ©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.
    Creatives placed in the 2nd quarter resulted in higher online impression counts, while spots aired during Half Time show produced the fewest
  • Views by Pod Position
    17
    ©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.
    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
  • Views by Creative Attribute
    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.
    18
    ©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.
  • Relationship between viewing and social commentary
    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.