Ad campaigns produced by consumer product goods (CPG) companies attracted nearly as many online video shares as movie, TV and videogame trailers during Q1 2013, according to a recent report from video tech company Unruly. The findings, from data collected Jan. 1, 2013 through March 31, 2013, analyze the top trends in video advertising, with help from its cloud-based analytics dashboard launched this week, measuring content from 1,300 brands across all verticals.
Campaigns like Budweiser’s "Brotherhood" ad helped to push up the number of video ad shares across the social Web for CPG campaigns by 78.2% during the first three months of the year, according to the report.
Automotive brands typically took the top spots for sharing content during the Super Bowl. Auto brands took three of the top five most-shared Super Bowl ads in 2011, followed by four in 2012. In 2013, autos brands filled two of the top five, while Budweiser provided the number one ad.
The CPG category took the second strongest performing vertical in Q1 2013, with 8,668,203 shares, but the entertainment sector took the top spot for the most sociable vertical, with 28.7% of all content shared, about 9,824,300. A little off, or out of the ordinary, a surprise entry was Neft vodka's controversial video "Bad Motherf***er," with 962,367 shares.
Tech took the No. 3 spot for the strongest performing vertical, with a 17% of shares, or 5,817,807 shares. The top three were "Dance Pony Dance," Microsoft’s "Child of the Nineties" and Google's "How it Feels through Glass."