Which Brands are Winning the Ad Game on YouTube?
If you’ve gone to YouTube at all lately, you’ve likely noticed the plethora of Super Bowl ads and teasers by the various brands that plan to advertise on game day. Super Bowl commercials have long been a highlight for many, and the sole reason to tune in for others. Over the past few years, brands have experimented with airing teasers or full, official commercials on YouTube – days or even weeks before the big game. Why would they do this?
Building anticipation is the main goal. You want people talking about your brand. Airing ads ahead of time generates hype and increases overall brand recognition. It’s yet another way for a brand to engage with their audience.
The ads range from sentimental and/or patriotic to ridiculous, funny and out-of-the-box. The point is to be memorable. What better way to remain in viewers’ minds than to be accessible 24/7 on one of the most popular sites in the world? Viewers can pick early favorites and look forward to seeing them again during the actual game. They can tell friends and family to watch for specific ads as well. Now, Super Bowl ads are water cooler topics for weeks instead of a couple of days after the game.
Since last year, Touchstorm has been tracking the ad-related content uploaded to YouTube by these brands — before, during and after the Super Bowl — to accurately assess which brands have the most staying power. Using tracking metrics like Views, Subscriber Conversion , Likeability, and Velocity, we determine which ad campaigns are most successful as a whole. The rankings are updated daily on our Super Bowl Scoreboard, available here: tstrm.li/SBScoreboard
Chatter about online entertainment has been louder than ever this past year. Every trade magazine is discussing YouTube and the important role it plays for brands (not just for the Super Bowl, but for brand equity in general). YouTube star Bethany Mota was a contestant on TV’s Dancing with the Stars. Internet interviewer Grace Helbig is about to begin her own prime-time talk show on E!
What does all this mean? There are more eyeballs on more screens than ever before. So it only makes sense that advertisers would jump at the chance to get those eyeballs on their Super Bowl ads before the game to get the most out of the $150k per second ad buy. How many viewers are watching each ad? Do they click the “like” button? How fast are these ads growing in virality? We’re here to measure all that. On our Scoreboard you have the ability to look at all of the advertisers side by side and truly compare the effectiveness of their campaigns.
So… check the score and see who’s winning the ad game before the game. Coca Cola won the Super Bowl ad game last year with their polarizing ad #AmericaIsBeautiful. While some people disliked the ad or found it offensive, many thought it was a beautiful celebration of America. Most important, it was memorable. Who do you think will be most memorable this year? Let us know in the comments below! Check our scoreboard daily for up-to-date rankings, and look for our recap report in early February when we declare an official winner.