New Touchstorm Video Scoreboard reveals the real winners in the Super Bowl ad game—and it’s not who you think
As the world’s greatest advertising event peaked Sunday night—hats off to the Seattle Seahawks—we’ve reached a tipping point, where YouTube is the true scorecard for measuring Super Bowl ad success.
While Doritos and Budweiser topped the charts in views and shares, the real measure of success is the brand’s ability to amortize the cost of the ad—particularly one worth more than $4 million—over weeks of hype. Is the ad really working for the brand and helping it move from mere awareness to trust?
We have the formula to show which ads are actually succeeding in building audience, not just awareness. Our new Touchstorm Video Scoreboard is the first (free!) live dashboard showing which brands are on the leaderboard everyday after the Super Bowl.
While certain brands are winning the popularity game, are those ads really working for the brand? And can the ad help build audience for the brand over time? We break it all down.
Our dashboard is built on a four-part formula of views, likability, velocity and subscriber conversion, and gives Super Bowl advertisers a level of analysis they’ve never seen. The result is their only ability to look precisely at their own video performance and how it compares to their peers.
Here’s how it works:
- Views: Not only how many views the main ad receives, but adjunct creative is combined to arrive at accurate, total view counts.
- Velocity: How long a brand is able to sustain interest in the ad, including when that interest peaks and starts to decline.
- Likability: A comparison view of relative passion generated from each ad, showing which ads were genuinely more popular with viewers.
- Subscriber Conversion: Which brands’ ads are better at generating YouTube subscribers, the critical measurement required for a brand to succeed on YouTube.
On the live Video Scoreboard, those four metrics are combined and weighted to reveal the Top 10 ads in overall brand effectiveness. Check daily because results will likely change over time.
Have fun with it. Think about what the dashboard means to your own video marketing, and keep an eye out for a dashboard that you can apply to your own channel. (More on that later…)