Study: Emotionally Charged Super Bowl Ads Outperformed Spots Featuring Celebrities

Video click After analyzing the success of this year's most shared Super Bowl ads, video metrics firm Unruly found the more popular ads relied on emotional responses versus star power. Unruly's The Science of Sharing: Super Bowl XLVIII report evaluated fourteen online video ads from this year's Super Bowl, and revealed only three of the top 12 ads featured celebrities: Bud Light's "Ian Up for Whatever" which ranked No. 5 with 201,905 shares, Jaguar's "British Villans" at No. 6 with 163,545 shares, and Kia's "The Truth"  ranking No. 8 with 131,451 shares. Unruly claims that of the top 100 most share [...]


Esurance Awarded Its $1.5 Million Prize: What’s Next & Will The 200,000 New Twitter Followers Stay

Esurance Twitter Sweepstakes Winner It was a risky move waiting until the Super Bowl had ended to advertise the start of a giant $1.5 million Twitter sweepstakes, a risk exacerbated by the fact that the game was a rout. Fortunately for Esurance, it was immediately clear that its late play broke through the noise of the actual game-time advertisers. According to new stats from Leo Burnett, Esurance's agency, there were more than 200,000 entries using the hashtag #Esurance30 within the first minute of the ad airing. Since awarding the palette of cash to the lucky winner on Wednesday night's The Jimmy Kimmel Show, the brand is now [...]


Au Contraire, Ad Contrarian: In Defense Of Digital Advertising

Ad-Contrarian-Book-Cover-New Bob Hoffman is an advertising legend -- a seasoned ad executive who has gained a reputation as one of the most influential advertising bloggers. His books, The Ad Contrarian and 101 Contrarian Ideas About Advertising, top the Amazon bestseller list for advertising. Most of the time, I find myself whole-heartedly agreeing with his terse tweets and bellicose blog posts. Until now. In his recent blog post, "Product Advertising and The Super Bowl," Hoffman basically blames the collective creative "meh" that was Super Bowl advertising this year on digital advertising. In his view, the adve [...]


Yep, Twitter Was A Real-Time Marketing Circus On Super Bowl Sunday

Super_Bowl_XLVIII_logo A really smart guy (cough-ME-cough) recently predicted that Twitter would be a "carnival of brands" trying to newsjack the Super Bowl, hoping to score points with consumers during real-time marketing's biggest stage of the year. While I'm patting myself on the back for what was an obvious prediction to make -- seriously, did anyone expect it not to be?? -- new data from social media agency Mass Relevance shows that it turned out exactly as expected. Mass Relevance kept an eye on Interbrand's Top 100 brands list and compared their Twitter activity this past Sunday with the 2013 Super Bowl [...]


Ace Metrix Names Microsoft’s “Empowering” Ad Most Effective Super Bowl Ad This Year

Ace Metrix logo While iSpot.tv and Unruly both ranked Budweiser's "Puppy Love" the No. 1 most popular Super Bowl ad, Ace Metrix says Microsoft's "Empowering" 60-second spot was this year's most effective Super Bowl commercial. Earning an Ace Score of 710, the television and video advertising analytics firm claimed, "Microsoft eloquently demonstrated the expansiveness of their technology portfolio as evidenced by the ad's broad demographic appeal, scoring high on a number of dimensions including Emotion, Attention and Likeability as well as Change and Information." According to Ace Metrix, Microsoft [...]


Budweiser “Puppy Love” Ad Wins This Year’s Super Bowl With Over 1.3 Million Shares

puppy-love-ad-featured Budweiser has been declared this year's official Super Bowl brand winner by video analytics firm Unruly, with its "Puppy Love" ad generating more than 1.3 million shares. The ad received over a million more shares than the No. 2 spot, which was also a Budweiser ad. Budweiser won three of the top ten most shared ads this year, with its "A Hero's Welcome" taking the No. 2 spot, and "Ian Up for Whatever" taking the No. 5 spot. According to Unruly's data, Budweiser's heartwarming ad, featuring a friendship between a puppy and a Clydesdale horse, is already the sixth most shared Super Bowl ad [...]


Facebook Maps Super Bowl Fan Engagement From 185 Million Conversations

facebook-hashtags-featured Facebook reported earlier today that 50 million people ("unique people") globally were communicating about the Super Bowl via the site or apps last night. The 50 million people apparently had 185 million "interactions." That's roughly 3.7 interactions per person on average. Facebook has been eager to insert itself into real-time communication about live events and news along the lines of its rival Twitter. As one part of its strategy Facebook reportedly offered celebrities increased exposure and free "amplified distribution" as a kind of quid pro quo incentive for posts about the game. F [...]


Budweiser & Esurance Take Top Spots In Top 10 Most Popular 2014 Super Bowl Ads Online

Budweiser Puppy Love screen capture It looks like the Seattle Seahawks weren't the only big winners last night. According to video analytics firm iSpot.tv, Budweiser's "Puppy Love" was the No. 1 most popular Super Bowl ad online, with two more of the brand's ads making it into iSpot.tv's top ten list. Ranking Super Bowl ads based on online views and digital activity, iSpot.tv claims Budweiser held the No. 1, 2 and 3 spots during the game. But post-game, Esurance's ad starring John Krasinski has since taken over second place. Airing immediately following the Super Bowl, the Esurance ad asked viewers to tweet the hashtag #E [...]


Super Bowl 2014 Commercials: How Did Advertisers Perform in Search Engines?

tv-video-featured It's year number six of tracking how Super Bowl ads compelled us to search and just how well advertisers take advantage of all that searching. How did advertisers fare this year? Better than in earlier years, mostly because they are learning to keep it simple. But they're not necessarily doing better in search on purpose. Last year, advertisers started paying attention to social media in a big way, which they extended this year. But it's clear advertisers don't realize we're multi-taskers. Not only can we watch the game and tweet at the same time, but we can search, too. And while I get [...]


Still Trending: How Esurance Became The Most Talked About Brand Of The Super Bowl

esurance-superbowl-ad-featured According to the latest data from Networked Insights, Esurance has won what might be dubbed the "Conversation Bowl" with 539,610 (and climbing) conversations on Twitter -- far higher than number two T-Mobile's 309,780 conversations -- with an ad that ran after the Super Bowl ended. Esurance itself now says its campaign has earned more than one billion impressions and two million tweets (see the latest stats at the end). The company executed a timed-to-a-tee teaser campaign to drum up awareness that it would be announcing something big in an ad right after the Super Bowl. And, yes, it then d [...]


It’s True: @JCPenney Might Have Won The Super Bowl Buzz

Bfgs1bjCMAAnfZa Last year, Oreo had its big moment "newsjacking" the Super Bowl, crashing in with a tweet about the event that won the buzz even though Oreo wasn't an sponsor. This year, Oreo literally sat this one out -- and JCPenney's "mitten-garbled" tweets might have won. Twitter measurement company TweetReach says that JPC was the most-discussed non-sponsor of the game. Drunk Or Mittens? First, the backstory. JCP put out two tweets in a row that many assumed were supposed to be as if the company was pretending to be drunk. Well, that the Twitter account was drunk. Well, that the person running it wa [...]


Twitter: More Super Bowl Tweets Than Ever, No Blackout Or Wardrobe Malfunction Required

tpm-five Twitter's shared that this year's Super Bowl generated 24.9 million tweets, more than ever before, edging out last year's record of 24.1 million tweets -- and this without a blackout or any other unexpected events other than the Seattle Seahawks's complete stomping of the Denver Broncos. Twitter is still churning through the data, but the top three peak moments were actual game action, followed by two half-time moments. Here they are (TPM stands for number of tweets per minute): 381,605 TPM: @Percy_Harvin 87 yard kickoff return for a TD to open 3rd quarter (8:32pm EST) 271,775 T [...]


The 25 Most Fantastic Social Media Updates From Brands During The Super Bowl

football-fire-super-bowl-featured The game last night was anything but competitive which helped make the social screen that much more entertaining. Throughout the night there was plenty of brand and Bronco bashing amid some sound marketing that helped stretch ad dollars and put brands in the social spotlight. As we monitored all of the ads and brand activity last night on @MarketingLand and @HashtagBowl, and we've highlighted our top social updates from brands, movies & companies. Game Related Updates One of the easiest ways to boost engagement is to cash in on the current events occurring in the big game. These were [...]


New Record For 2014: Hashtags Mentioned In 57% Of Super Bowl Ads

hashtags-globe-800px Hashtags were used in 57 percent of nationally-run Super Bowl ads, up from 50% in 2013 and setting a new record. Facebook was the social network most mentioned, though barely. It had only five mentions and just edged past Twitter with four. The numbers are from our third annual #Hashtag Bowl count of social media mentions during the Super Bowl. We only counted ads shown nationally, and only ads from after the kick-off until the game was over. Promos for Fox, the network that carried the Super Bowl, were not included. Nor was the Pepsi lead-in to the half-time show. In change from last [...]


Super Bowl 2014: #HashtagBowl Live Blog Action From Kickoff To Final Score

The Marketing Land Hashtag Bowl: 2014 Edition presented by Hootsuite Did you miss our live blog action during the big game? No problem, we understand you were at a party enjoying the Super Bowl commercials in real-time with all your friends. Catch up on what you missed and review our expert commentary on the Super Bowl ads, as our panel shared their first take on each Super Bowl commercial and pulled in Tweets from brands and viewer reaction. Live Blog Archive: Marketing Land's #Hashtag Bowl 2014 Here's who participated: our special guests Peter Shankman, principal at Shankman|Honig; Susan Beebe, social media and online community manager at Tyson Foods; and [...]


iSpot.tv: 2014 Super Bowl Spots Have Already Generated 130 Million Views & 1 Million Social Actions

Super_Bowl_XLVIII_logo Brands pay big money to be in the Super Bowl because all the eyeballs watching. But the eyeballs are already watching Super Bowl ads well before the big game starts. This year, over 130 million Super Bowl-related video views have been racked up, according to video analytics company iSpot.tv. These have generated more than 1 million social actions, the company says The data is as of 9pm PT last night, for the 52 pre-released Super Bowl ads or teasers that iSpot.tv is tracking. Way in the lead, as we also covered in our Super Bowl ads preview yesterday, is the Budweiser "Puppy Love" spot [...]


The 2014 Super Bowl Ads Preview: Have The Budweiser Puppy & Hashtags Already Won The Big Game?

Budweiser "Puppy Love" 2014 Super Bowl Commercial, courtesy of Anheuser-Busch Tomorrow, we're geared up for our annual Hashtag Bowl, a count of social media mentions in Super Bowl ads as well as a look at the ads themselves. But after reviewing the record-breaking number of Super Bowl ads already placed online, the Budweiser #BestBuds puppy ad and hashtags in general are big hits. Will that hold true for game day? For Super Bowl 2014, we'll be looking at all the ads airing during the game (from kickoff, though we might start early this year and go from the coin-toss). For each ad, we'll look to see how many mentions Twitter, Facebook, YouTube and so on get, such as [...]


Surprise, Bud Light Is Not The Top Super Bowl Advertiser On Google And Bing

goal posts flickr wisecontrarian Despite appearances, Bud Light is not the number one advertiser on Super Bowl related queries on either Google or Bing. According to new data from search monitoring service BrandVerity, Bud Light, which is advertising all four of its Game Day ads, has been beat out by different advertisers on each of the search engines. The competition is heating up as well, many more advertisers are turning to PPC in these final days to promote their Super Bowl ads than were earlier in the week. To see who's joined the ranks and which advertisers currently claim the top spots in PPC, check out Who’ [...]


Adobe Predicts “Most Mobile Super Bowl Ever” With Advertisers Winning A 60% Jump In Mobile Traffic

adobe-logo-180px Based on record playoff audience numbers combined with growing social media mentions, Adobe is predicting this year's Super Bowl to draw the largest US television audience of all time and be, "the most mobile Super Bowl ever." According to Adobe Digital Index (ADI) analysis, the company claims Super Bowl advertisers can expect a 60 percent increase in mobile traffic on game day, with a third of web site visits happening on a mobile device. From Adobe's report: More than 50 percent of viewers will have a smartphone in their hands at some point during the Super Bowl. One in three of them [...]


Get To Know: Nick Pahade, Poptent CEO & Video Marketing Commentator For The #HashtagBowl

The Marketing Land Hashtag Bowl: 2014 Edition presented by Hootsuite With over 17 years of digital marketing experience  across media and digital agencies, eCommerce and technology platforms, Nick Pahade is currently spearheading Poptent’s efforts to address the surging demand for video content that is well-produced and delivers an authentic voice to the audience. Considering the current frenzy marketers are in to create the next great viral video, the company is betting on building a scalable platform to connect content publishers and content creators. The goal is to bring the two together in an iterative process for production, testing and sharing, [...]


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