Video marketing company Unruly has already released its top 20 most shared ads for 2013. Based on the number of Facebook, Twitter and blogosphere shares, Unruly says the most viral ad this year was the Dove Beauty Sketches ad with 4.24 million shares since its release in April.
According to Unruly, not only is the Dove Beauty Sketches ad the most shared ad for 2013, it is the most viewed video ad of all time.
Following the Dove ad, Geico’s Hump Day ad ranked second with 4.03 million shares and Evian’s Baby & Me ad at No. 3 with 3.34 million shares.
Unruly points out that Geico’s ad, a call-out to the middle of the work week, has trended every Wednesday since its May release which is a departure from normal trending patterns where a quarter of total ad shares usually happen during the first three days following an ad’s release.
“About 67 percent of the 4.03 million shares [Geico's Hump Day] has attracted have occurred on a Wednesday,” says Unruly.
According to Unruly’s data, 2013′s top ads have earned 28.8 million total shares, representing a year-on-year climb of 52.1 percent in shares since 2012.
Unruly’s Top 20 Most Shared Ads of 2013:
Not only are more video shares happening at a dramatic rate, but Unruly claims the “most significant trend” in video advertising is the adoption of short-form content players such as Vine and Instagram Video:
Some media, such as tweets or photos, are naturally quicker to create than others. Video, on the other hand, has traditionally been a slower medium, with longer lead-in times. However, the arrival of short-form content platforms changed this in 2013 and presents brands with an excellent opportunity to create and distribute video in real-time, without the production lead-in times and expenses usually associated with longer form video content.
Unruly claims 40 percent of the top 1,000 Instagram videos are created by brands. This upward trend in short-form video accompanies a significant drive in mobile video consumption, with Unruly seeing smartphone and tablet campaign CTRs tripling over the past four quarters.