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dM / Blog » 2008 » June

Brand20 Index for the week of 29th June 2008

Disney racked up a huge lead over BMW this week, Thanks to the tons of Wall-E clips that were uploaded online. Bill Gates did his last bit to push Microsoft higher in the charts with his farewell video topping the index for the company.

Check out this and many more exciting videos on the Brand20 Index, you can access it at: http://www.divinitymetrics.com/charts/brand20/

Spain wins and Nike gains from Euro 2008

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One of the cool things about Scope is that we have an incredible view of what is goin on in terms of online video. One the brands we track is Nike and since the Euro 2008 is going on, one of the biggest dustups between brands is taking place today after the Spain win.

This Ad made for Euro 2008 by Nike features the top players from Spain soccer team. The entire team is sponsored by Adidas, but each of these players are signed by Nike. This video (and a lot of derivatives) is hitting it big in the past few hours with lot of people flocking to DailyMotion and YouTube to feed off their Euro crave. Nike, even though did not sponsor Spain (they sponsored the Portugal team in this tournament, see video below), are coming out as winners and getting the most bang for their buck.

Spain the European champions

Spain finally ended their 44 year wait for the Euro trophy after Torres gave them an unbeaten lead of 1-0 in the first half. Germans fought hard, but were no match to the spaniards and will have to wait for a while before their fourth title. I feel sad for Ballack, having taken his team to the 4th final for a trophy but not getting one. Anyways, we wish them good luck for the world cup in South Africa in 2010

Euro 2008 is a great opportunity for advertisers. Millions of people log-in from all over the world to catche the game, scores, and read commentary. This gives advertisers a fantastic chance to get in front of this audience. Here is the run-down of some of the notable ads for Euro 2008.

McDonalds

Coca Cola

Nike

Toyota

Brand20 Index for the week of 22nd June 2008

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Brand20 Index for the week of 22nd June has just landed on our website.

BMW has done a fantastic job with their new video about development of the BMW GINA. The video has been re-published several times and lot of other clips have been posted driving the views of BMW in the last 2 weeks.

Autos has a huge audience on online video sites like YouTube and others, thousands of videos are uploaded every week ranging from speeding cars to car crashes and also some interesting ads from around the world. It becomes difficult to target the right audience in this vast sea of online videos and target the audience you really want to go after rather than just uploading the video and praying for lots and lots of views.

Thanks to all the iPhone hype, people are watching a lot of phone related videos online. This new Sony Ericssion C905 video was uploaded 2 weeks back and has got a lot of views in just a few days driving it to the top of the Brand20 index for Sony. The user disabled the comments on the videos and hence even though the video got a lot of views, the community could not engage with it to give feedback.

American Express misses great opportunity with past M. Night Shyamalan advert

On the internet commercials never die. In this week’s Brand20 Index the big stunner was American Express. A constant laggard on the Brand20 Index chart, American Express got a blast from the past. American Express, do you remember all that money you paid M. Night Shyamalan so long ago to feature him in one of your commercials? Tada. It’s still paying off and is the No. 1 most viewed video for American Express this week. The release of The Happening last week set off a great interest in Shyamalan on video platforms and consequently the American Express ad that features M. Night Shyamalan that was produced way back when.

The ad was managed by Ogilvy & Mather, NY which worked with M. Night Shyamalan’s production company to create the ad. They even brought in Industrial Light and Magic to do the special effects. The ad cost a pretty penny. Unfortunately, American Express did nothing to cash in on the great interest for The Happening or M. Night Shyamalan. A great opportunity lost.

Democratic presidential primary video metrics wrap up

With the primary season finally over, we are now ready to publish some of our findings regarding the Democratic political candidates and their supporter’s use of viral video.

One of the biggest challenges political candidates have is understanding viral video consumption across the web. People are viewing video on a variety of sites including YouTube and MySpace as well as on blogs and social networking profiles. With current monitoring systems is it very difficult to track this viewership and determine demographics and engagement right down to the city level. There is only one service on the market, that we know of, that can monitor millions of online videos across multiple viral video platforms in real time and offer critical user activity and demographics data along with engagement tools to help get in front of the right audience on any video platform. That service is Scope Video.

Strategists from each campaign have embraced online video and it is amazing to see how powerful video has become for political candidates. Both, Hillary Clinton and Barack Obama’s campaigns used the major viral video platforms (although the best results came from YouTube ) to get their message out to supporters. Barack Obama outnumbered Hillary Clinton when it came to posting videos online. Clinton’s campaign uploaded about 250 videos on YouTube where as Barack’s team uploaded over one thousand videos during this time span. These officially released videos uploaded by the two campaigns received over 65 million views combined with about 13.5m views for Clinton and a staggering 52m views for Obama.

What is more important than the number of videos the candidates themselves uploaded is the thousands of videos their supporters uploaded. With Scope Video doing all the heavy lifting for us we were able to go the extra mile and track ALL the videos related to the candidates across multiple video platforms around the globe.

Our findings revealed that the total volume of video views to date related to each candidate, which were not uploaded officially by the campaign, exceeded the official views by an average of over 500%. Barack Obama cleaned up with 316,605,687 views while Clinton racked up 69,676,016 views across viral video sites as of 12th June 2008.


Own Views
Global Views
Barack Obama

52,450,257

316,605,687

Hillary Clinton

13,574,380

69,915,595

Views are a great way to understand if a video is being seen but it is not the only measure of success. What is needed to understand is if the video is doing well in a marketing sense. Are people really engaging with the videos. Do they provide ratings and comments on them? Are they sharing the video with others? Do they embed the videos in their blogs and social networking profiles? If yes, then the candidate has done a great job in content creation, positioning, and promotion of the video.

In order to accurately and consistently report on these engagement characteristics, Scope Video now offers VMI aka “Video Marketing Index,” a definitive rating number that rates the overall health of a video. The VMI is rated on a scale of 0 to 100, with 100 being the highest.

Let’s take a look at the overall VMI numbers for the candidates:

Author VMI

Global VMI

Barack Obama
40.57

20.83

Hillary Clinton
51.42

18.79

We can see that the VMI for Barack Obama edged out Hillary Clinton on viral video platforms when we include all the videos uploaded by the candidates themselves and other authors.

Barack Obama did a great job early on of inspiring people to create video, discuss the issues, and take up the cause outside of the platform. The quality of engagement did take a heavy hit as we moved to the latter part of the primary season when several events, like the Jeremiah Wright, eroded the quality of the conversation around Obama.

For Hilary Clinton, the conversation online was bleak in the early days of the primary battle. As the battle waged on we saw a lot of chatter pick up around her and she really did a good job of creating conversation and engagement online.

On the demographics front, both candidates saw wildly different demographics supporting them based on exit polling data. But online, the viewing audience was about the same. The great thing about Scope is that we can figure out demographics on a subset of videos on video platforms. Armed with this knowledge, candidates can create content that really resonates with the right audience. Both Barack Obama and Hillary Clinton had the same gender breakdown. Hillary Clinton and Barack Obama recieved a 75% male audience and a 25% female audience. The age demographics were almost the same with the bulk of the audience being made up of 18-34 year olds.

Hillary Clinton

HCDemos

Barack Obama

BO, Demos

With Scope, it is possible to not only target this audience watching and engaging with political videos but also pin point the videos uploaded by the campaigns themselves in front of the right audience. Scope is the only product which helps marketers to sample the landscape on online videos in order to understand unified demographics and traffic trends across all online videos sites like YouTube, MySpace and others. With a simple click, marketers can drill into any platform and understand the dynamics of individual sites to accurately target audience on those sites.

Use of technology in presidential elections has come a long way in 2008. Twitter, MySpace, YouTube, and Facebook have proved to be very very important in getting the attention of the audience that generally does not vote or does not care about the issues critical to the country or their future. Please refer to this excellent analysis by Jeremiah Owyang on this Social Media and web marketing blog for more analysis of the campaigns on other sites like Twitter and the blogosphere.

Kia dealership hires Obama impersonator to unload Rios

Advertising, General, Television — Tags: , , , , , — raj @ 10:28 am

What if Barack Obama went out and decided to get a new ride, what would it be? A Ford? Dodge? Nope, it’s a KIA! Heh. It’s no secret that Obama does well on television and with online video. A local Kia dealership decided to cash in by hiring a guy that looked like Obama to get on stage to unload tons of Rios at apparently great savings. See for yourself:    

  The video was picked on the Daily Show and continues to rack up views as it spreads past TV.   

Fresh ideas from McDonald’s

McDonald’s has been very innovative with their Ads and BillBoards. They were the first ones to cash in on the Taco Bell Rap which became a huge craze online. Those raps and a lot of videos around it have managed to keep McDonald’s in the top 10 of the Brand20 Index.

The great thing about Scope is that we can see emerging trends in realtime for brands and can discover hidden jewels of online video. For now, we leave you with these amazing billboards by McDonald’s.

This billboard located somewhere in Chicago is an excellent idea to promote their fresh salads.

Having a tough time choosing what meal you should have at McDonalds? May be this sundial billboard can help.

Barack Obama, Democratic Victory Speech

St. Paul, Minnesota - June 3rd, 2008: Sen. Barack Obama of Illinois declared victory in the Democratic presidential primary on Tuesday night before an enthusiastic crowd of supporters. Sen. Obama clinched the Democratic nomination in a hard fought primary contest with Sen. Hillary Clinton to become the first African-American to win a major party’s nomination.  

    

Brand20 Index for the week of 31st May 2008

Brand20 Index, General — vishal @ 8:36 am

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Your wait for the weekly Brand20 Index is over, Every week we crunch millions of videos for the top Brands in the world to publish this never before seen index for the Brands.

Highlights for the week: Car crashing videos are among the most watched videos in the Auto category on online video sites. Look at this amazing Mercedes flipping on the Autobahn in Germany and luckily the driver survives the crash. Beyonce has been really effective in driving the views for American Express on the index, be it her latest Ad with Ellen Degeneres or this parody on The Soup.

It is really important to understand what videos are engaging the audience for your Brand and what is the real marketing value of these videos. Where some user generated videos become a huge hit in the community and some professionally produced videos fail to create buzz, VMI really helps in solving the puzzle. Understand the community presence, audience reaction and viral spread of any video that is about to go viral.

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