Super Bowl XLV study by Kantar Video

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
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
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

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

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

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

Pre-Game Strategy Examples
8
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
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

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
Hulu’sAdZone
Fox.com’s Super Bowl Section
YouTube’s AdBlitz

Top 20 Most Viewed Ads
12
(2/4/2001- 2/13/2011)

Online Video Viewing
13
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
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)

Views by Time in Game
16
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
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

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.

http://www.fortexgroup.com	9
http://www.linkedin.com	6
http://brainseeding.blogspot.com	2
http://fortexmedia.com	2
http://fortexgroup.com	2

Super Bowl XLV study by Kantar Video

by KantarVideoMarketing

Accessibility

Categories

Upload Details

Usage Rights

5 Embeds 21

Statistics

Super Bowl XLV study by Kantar Video Presentation Transcript