Commentary

Social Video Report Says Entertainment And CMG/FMCG Tops In First Quarter

FMCGs are those retail goods that are generally replaced or fully used up over a short period of days, weeks, or months, and within one year. They have a short shelf life, either as a result of high consumer demand or because the product deteriorates rapidly. (Wickipedia)

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According to the recent study by the Video technology company Unruly, Entertainment and CPG ad campaigns attracted almost as many online video shares as movie, TV and videogame trailers during the first quarter of 2013.

Using data supplied by Unruly Analytics, a cloud-based dashboard tracking over 329 billion video views across the entire social web currently being beta tested by some of the world’s biggest advertisers, it identifies the various verticals, brands and video campaigns making waves across the social web

Ian Forrester, Head of Insight at Unruly, says “... the number of video ad shares across the social web for CPG campaigns increased by 78.2% during the first three months of the year... biggest surprise... is the auto sector, which finished fourth, behind technology.”

Vertical Performance  by Category (Share of Shares; Q1  2013; Data Sampled 4/2/2013)

Category

Share of Category

Entertainment

28.7%

FMCG

25.3

Tech

17.0

Autos

9.4

Sport

5.3

Apparel

3.7

Retail

2.7

Finance

1.9

Other

6.1

Source: Unruly Analytics, April 2013

Entertainment was the most sociable vertical of Q1 2013, with 28.7% of all content shares (9,824,300). Two hugely successful trailers for one movie, the Fast & Furious 6, drove this.

CPG was the second strongest performing vertical in Q1 2013, with 8,668,203 shares for the period,  down 1.3% from Q4, 2012. Leading the charge for CPG was Budweiser’s Super Bowl ad, ‘Brotherhood’, the second most shared Super Bowl ad of all time, and Pepsi’s ‘Test Drive’, in which an incognito NASCAR driver takes a supposedly ‘unsuspecting’ car salesman for the test drive of his life.

Tech was the third strongest performing vertical, with a share of shares of 17.0% (5,817,807 shares,) Up 3.7%. Interestingly, the best Tech videos, ‘Dance Pony Dance’, ‘Child of the Nineties’, and ‘How it Feels through Glass’, each adopted different content approaches in their bid for social video success. There’s no such thing as a one-size-fits-all approach to social video marketing in the Tech sector, says the report.

The Super Bowl, the perfect marriage of TV and online, is traditionally the main focus of autos manufacturers’ marketing budgets, but it didn’t seem to pay off for them this year calculated by the sector’s shares across the social web.

Autos enjoyed strong growth for the period quarter on quarter (+377.9%), achieving 3,209,008 shares, not surprising given auto manufacturers’ traditional focus on the Super Bowl. But after huge campaigns in 2011 and the 2012. VW’s Bark Side and Chevrolet’s collaboration with pop group OK Go in music video ‘Needing/Getting’), 2013 was not such a great year for auto brands at the Super Bowl.

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