Original content continues to score with consumers, and Samsung in particular seems to be hitting on winning combinations in the original video sphere.
Brands that produced social videos enjoyed a strong third quarter with more than 1 billion total social video views, up 15% over the second quarter and up more than 75% over the same time period a year ago, according to a Visible Measures just-released report on social video advertising. Samsung was the top-performing brand and also had two spots in the top five campaigns for the quarter.
In the third quarter, the most watched social video campaign across the Web was the social film The Beauty Inside, created by Intel and Toshiba. It generated more than 52 million views. Second was Samsung’s Galaxy S III campaign, led by its video “The Next Thing is Already Here,” a parody of Apple fans waiting in line for the next iPhone while Samsung users show off the gee-whiz features on their phones. That campaign was seen nearly 40 million times, including more than 50 copies, spoofs and derivatives uploaded. Next was DC Shoes with a Gymkhana campaign that earned more than 31.5 million views, then Rovio with its Angry Birds Space game campaign that snagged nearly 27 million views. Samsung was fifth as well with its campaign for its latest Galaxy tablet, seen more than 17 million times.
Given its double berth in the top five campaigns, Samsung ranked as the top-performing social video brand overall for the quarter with more than 96 million views. About 25% were for the Galaxy S III videos, which demonstrates that Samsung isn’t only relying on one campaign to boost its social reach. In fact, Samsung counts nearly 80 active social video campaigns, Visible Measures said. In second place for brands was Google with more than 57 million views for more than 85 active social video campaigns. Intel, Toshiba and DC Shoes rounded out the top five brands for the quarter.