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2014 Superbowl Ads Analysis and Outcomes by Augustine Fou
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2014 Superbowl Ads Analysis and Outcomes by Augustine Fou

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Superbowl ads from 2014 had two main themes - tugging on heart strings with voiceovers and attempts to relate causes to brands. There was also a new technique of pairing ads one after another, as......

Superbowl ads from 2014 had two main themes - tugging on heart strings with voiceovers and attempts to relate causes to brands. There was also a new technique of pairing ads one after another, as used by several advertisers like Wonderful Pistachios.

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  • I also noticed many more (& better) hashtags being used with this year's Super Bowl ads. I wonder what kind an analysis of the hashtag use/amplification would yield. Overall, however, I thought the ads were boring, and I didn't mind leaving the room while they were running because none of them really gripped me.
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  • 1. 2014 Superbowl Ads Dr. Augustine Fou http://linkd.in/augustinefou acfou @mktsci .com January 2014 -1- Augustine Fou
  • 2. Fans’ Vote - Products Which ONE of the following Superbowl 2014 ads MOST compels you to buy the product advertised? Dorit os "Cow #1 21.0% (+3.1 / -2.8) boy Kid" M&M s#2 15.1% (+2.8 / -2.4) "Deli very" Bud Light #3 14.5% (+2.7 / -2.4) "Epic Night " Chee rios #4 12.7% (+2.6 / -2.2) "Gra cie" Subw ay "Frito s #6 10.4% (+2.4 / -2.0) Chick en Enchi lada" Butte rfinge r#5 10.6% (+2.5 / -2.0) "Cup Ther apy" Chob ani #7 8.5% (+2.3 / -1.9) "Bear " Hein z#8 7.1% (+2.0 / -1.6) "Hum " -2- custom research N=1,006 Augustine Fou
  • 3. Fans’ Vote - Celebrity Which ONE of these ads do you think "won" the Superbowl? Tim Tebow - T-Mobile #1 18.2% (+5.8 / -4.7) "No Contract" Scarlett Johansson #4 15.4% (+5.3 / -4.1) Soda Stream Ellen Degeneres #2 13.7% (+5.0 / -3.8) Beats Music Stephen Colbert #3 13.3% (+5.2 / -3.9) Wonderful Pistachios Bruce Willis - Honda #5 11.0% (+4.6 / -3.4) "The Hug" Laurence Fishburne #7 9.9% (+4.4 / -3.1) Kia "The Truth" Johnny Galecki #6 10.7% (+5.2 / -3.7) Hyundai "Nice" custom research N=378 John Stamos - Oikos #8 7.9% (+4.5 / -2.9) "The Spill" -3- Augustine Fou
  • 4. Ad Meter Top 10 Source: Ad Meter via USA Today Feb 4, 2014 Company Spot Quarte Score r Budweiser Puppy Love 4 8.29 Doritos Cowboy Kid 4 7.58 Budweiser Hero's Welcome 3 7.21 Doritos Time Machine 1 7.13 Radio Shack Phone Call 7 Hyundai 1 6.87 General Mills Gracie Cheerios 1 6.75 Microsoft Technology 4 6.65 Coca Cola Going All the 4 Way 6.42 Pepsi -4- 1 Soundcheck 6.3 Sixth Sense HT Augustine Fou
  • 5. Visible Measures Source: Visible Measures via AdAge, Feb 4, 2014 -5- Augustine Fou
  • 6. Unruly Most Shared Source: Unruly Media Feb 4 2014 -6- Augustine Fou
  • 7. Networked Insights Brand conversations in social media Source: Networked Insights Feb 4, 2014 -7- Augustine Fou
  • 8. Networked Insights Brand conversations in social media Source: Networked Insights Feb 4, 2014 -8- Augustine Fou
  • 9. Networked Insights Brands’ “share of conversation” Source: Networked Insights Feb 4, 2014 -9- Augustine Fou
  • 10. YouGov BrandIndex Super Bowl: Purchase Consideration Lift Source: YouGov BrandIndex via AdAge Feb 6, 2014 - 10 - Augustine Fou
  • 11. YouGov BrandIndex Super Bowl: Word of Mouth Source: YouGov BrandIndex via AdAge Feb 6, 2014 - 11 - Augustine Fou
  • 12. YouGov BrandIndex Super Bowl: Buzz Source: YouGov BrandIndex via AdAge Feb 6, 2014 - 12 - Augustine Fou
  • 13. Ace Metrix Super Bowl: Most Effective Source: Ace Metrix via Marketing Charts Feb 6, 2014 - 13 - Augustine Fou
  • 14. Ace Metrix Super Bowl: Most Memorable Source: Ace Metrix via Marketing Charts Feb 6, 2014 - 14 - Augustine Fou
  • 15. Ace Metrix Super Bowl: Most Liked Source: Ace Metrix via Marketing Charts Feb 6, 2014 - 15 - Augustine Fou
  • 16. BrandAds Ad Effectiveness Super Bowl 2014: Average Source: BrandAds Feb 4, 2014 - 16 - Augustine Fou
  • 17. BrandAds10 in Ad Effectiveness Super Bowl 2014: Top Source: BrandAds Feb 4, 2014 - 17 - Augustine Fou
  • 18. So What? “Overall the Superbowl ads of 2014 seemed „blah‟ but the viral amplification online and the fact that all of the ads were released prior to the game meant advertisers got more „soft circ‟ than they did in the past.” - Dr. Augustine Fou - 18 - Augustine Fou
  • 19. Dr. Augustine Fou – Digital Consigliere “I advise clients on optimizing advertising across all channels. Using video ads to supplement or replace TV ad spend, means we can shift towards more detailed measurement and calculation of ROI.” FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT '95) AT AGE 23 ClickZ Articles: http://bit.ly/augustine-fou-clickz Slideshares: http://bit.ly/augustine-fou-slideshares LinkedIn: http://linkd.in/augustinefou - 19 - @acfou Augustine Fou
  • 20. APPENDIX Other Interesting Tidbits - 20 - Augustine Fou
  • 21. Men Liked Scarlett Women Liked John - 21 - Augustine Fou
  • 22. Bud Light Liked by Young - 22 - Augustine Fou
  • 23. Cheerios Liked by Older Group - 23 - Augustine Fou
  • 24. Doritos by South; M&Ms by NE - 24 - Augustine Fou
  • 25. Fritos Chicken Enchilada by Rural - 25 - Augustine Fou
  • 26. Equally Liked - 26 - Augustine Fou
  • 27. Liked by Millenials - 27 - Augustine Fou