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Brand20 Index for the week of 26th July 2008

Brand20 Index is now live on our site with the latest videos for the week. The main highlights of this week are:


Top Gear is a huge show for automobiles. With millions of people religiously watching the show on Television, Online and on Peer-to-Peer, it can have a huge brand impact. This weeks top video for Toyota was a clip of a previous show where the Top Gear team destroys a pick up truck. Check out for yourself if this truck is really the toughest vehicle money can buy.


Pilobolus dance theatre does this wonderful and creative piece for Hyundai that was the most viewed video for the Brand. Pilobolus is a famous group and Hyundai does an excellent job in tapping their creative to promote their message: Flexible, Agile and for whatever shape life takes. Check it out:

Auto queries on online video platforms are increasing daily. People are accessing this highly interactive medium to see their favorite cars or the get reviews of the cars they are planning to purchase. Car makers need to get onto this band wagon and shape the message and persona of the car before anyone else does. They need to use advanced video engagement technology like Mimic or Pulse to get right in front of this desired audience on these platforms and position the content alongside other videos or messages.

Honda ambushes top BMW viral


This weeks top video for BMW in Brand20 index surprised us, its a beautiful video of the Kinetic Sculpture at the BMW museum and undoubtedly getting a lot of views for BMW this week. The interesting part is that, Honda is advertising along side and in the video. A few second into the video you notice an ad of the Honda Pilot, and on the right side a contest promotion by Honda.


There are thousands of videos uploaded every day for autos on YouTube, Dailymotion, MySpace and other platforms. It is imperative for brands to engage this new medium and claim these videos before other companies or competitors can capitalize on a viral video for your brand. This is a classic example, Honda Ad is showing up on all the top videos for autos, and with a significant surge of people looking for auto videos online, this is a great way to engage that audience.

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



Hillary Clinton



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


Hillary Clinton


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


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.   

Brand20 Index for the week of 17th May 2008

Brand20 Index, General, Media — Tags: , , , , , — vishal @ 7:20 am


Weekly Brand20 Index has just landed on our website:Disney had the honor for a week to be on the top of the charts but BMW is back in action beating Disney by a very small margin for this week.Toyota got a decent push from this speed racing fan from Japan who has uploaded a lot of videos for cars on his profile and has managed to get over 250k views in just a few days of the video being uploaded to YouTube. Take a look at this new videos topping the chart for Toyota this week. 


HTC’s “Set your fingers free” descends into chaos

Advertising, General, Research — Tags: , , , , , , , — raj @ 8:39 pm

We do a lot of video monitoring of cell phone makers and one of them we monitor is HTC. HTC released a great spot last month of fingers going through various landscapes. Yes, you read right…fingers. The ad spot was for HTC’s Touch cell phone which is positioned as a competitor to Apple’s iPhone. The videos posted online quickly turned into a deathwatch between PC and Mac fanboys:

The great thing about Scope Video is that we can do great research on which ad formats work in this cut throat market. Clearly, this did not do well online and for good reason.

Brand20 Index for the week of 10th May 2008

Brand20 Index, General — Tags: , , , , , , — raj @ 9:48 am

Your wait for weekly fix of the Brand20 Index is over. The new sizzling videos and numbers have just hit the main servers.


BMW was finally trumped by Disney as the top brand for this week, thanks for tons of new videos uploaded by users all around the world. Nike’s got another viral hit at their hands, Thanks to this “Cloverfield” style new Ad promoting their website These are some great examples of Brands embracing online viral video to drive traffic and community to their own websites. Take it to the Next Level Nike!!!

You can see the chart here

Foster Farms chickens go viral

Advertising, General — Tags: , , , , , , , — raj @ 10:49 am

Was looking around the Scope Video Measurement Platform and decided to take a stroll through Foster Farms and ran across this awesome video that plays off the Dove commercial called “Evolution.” If you have not seen the Dove commercial, here is the original: 

[YouTube: 450 450]


And now here is the Foster Farms version: 


[YouTube: 450 450] 

dM launches Brand20 Index - Measuring the online video presence of the biggest brands

There are hundreds of millions of videos out there, ever wonder what brands are really engaging online video and doing a good job? We decided to take a look. We picked our favorite twenty brands and were quite surprised at what we got when we plugged the campaigns into Scope. 


Brand20 Splash Big 


So starting this week, we are launching the Brand20 Index. Every week a bunch of our highly trained, excited, and motivated analysts will log into Scope to compile a list of how these twenty brands are fairing in the world of online video. This is a huge deal because a lot of people are moving away from watching TV and going online to watch video in all sorts of places. So, having an online video strategy when it comes to brand management and promotion is key.


How it works 


The easiest way to make this list is to just pick the top video for X brands and make our chart that way. But that is not good enough because what if, for example, Nokia has a video with 10 million but there are only 2 videos related to Nokia. On the other hand a brand like BMW has a top video with 800,000 views but has 6,000 related videos. As you can quickly guess, BMW as a whole has more views.


What we wanted to do was aggregate thousands of videos that are related to a brand and deliver the aggregate stream count. So that is exactly what we did and with the help of Scope, we were able to do it effortlessly. The great thing about Scope is that it does most of the heavy lifting for us. It 1) Indexes all the videos related to our campaign 2) Monitors millions of videos across multiple platforms in realtime 3) Delivers insights into our campaigns such as traffic, unified demographics, and positioning information. In a few clicks, we know where our audience is, how to target them, and how to promote our newly published videos. 


The brands we picked 


The brands were chosen by polling our analysts. These are the brands that will make up the twenty:  BMW, Disney, Audi, Nike, Pepsi, Toyota, Mercedes, Sony, Coca-Cola, Microsoft, EBay, McDonald’s, Budweiser, Hyndai, Motorola, Taco Bell, Chrysler, Dell, Fedex, and American Express.


Suggesting brands


Don’t like one of the brands on there? Want another brand listed and tracked instead? Well here is your chance. Use the comment section on our blog to let us know your thoughts and if you have a suggestion for another brand, speak out! The more vocal people are about another brand, the higher the chance it makes it on the list. 


What to expect next week 


This is the first chart so it is sorted by all time view streams. But starting next week, we will use this chart as a reference point and sort the list of how many streams the twenty brands received for the week.  So we hope you enjoy our first chart. Be sure to click the “Top Video” link to take a look at what the top video is. There is definitely a wide range of videos from professionally created adverts to user generated content. It is truly amazing to see that anyone can have a profound effect on a brand.

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