Report: Video Ad Shares Grow 7% In Q2 With Help From Dove, Evian & The Man Of Steel

Video technology company Unruly’s newly released Q2 2013 Social Video Report reveals online video ad shares grew seven percent during the second quarter, even after a strong Q1 boosted by Super Bowl ads.

Examining video ad shares for the entertainment, FMCG/CPG, technology, retail, auto and finance industries, Unruly found that the entertainment industry experienced the most video ad shares, while the FMCG/CPG vertical saw Dove’s “Real Beauty Sketches” ad become one of the top three most viewed ads of all time.

The auto industry was the only vertical to see a drop in video ad shares, down 67.3 percent from Q1. With the auto vertical’s drastic drop, retail took fourth place, after technology in Q2.

“Even without the assistance of the Super Bowl, we saw ads in almost every sector share grow in terms of sharing,” says Unruly insight director Ian Forrester.

With 33.1 percent of total Q2 share of voice, the entertainment vertical had over 11 million video shares. Of the 11 million shares, 1,137,303 belonged to Warner Bros’s trailer for Man of Steel.

The FMCG/CPG industry had two of the top 20 most shared ads of all-time with Dove’s “Real Beauty Sketches” and Evian’s “Baby & Me” ads. These two ads helped keep FMCP/CPG in second place for video ad shares with more than 9.5 million shares and a 10.3 percent growth rate from Q1.

With just over 4 million shares in Q2 alone, Dove’s “Real Beauty Sketches” ad won nearly half of the shares in the FMCP/CPG category.

The technology vertical remained in third place with a 17.8 percent of total Q2 share of voice. Sony PlayStation’s “Used Game Instructional Video” was the most shared tech video ad, followed by Adobe’s “Photoshop Live.”

For the first time ever, the retail vertical beat the auto vertical for fourth place in video shares with the help of Kmart’s “Ship My Pants” and “Big Gas Savings” ads winning more than 33 million combined views and over three million combined shares.

Unruly noted that the finance vertical deserved special mention for GEICO’s “Hump Day” video ad that helped pull a steady number of shares every Wednesday following its release. While most branded video ads peak on day 2, then lose their viral popularity, GEICO’s “Hump Day” ad continued to peak most Wednesdays during Q2 of 2013.

GEICO’s “Hump Day” shares by day, May 29 – June 30, 2013

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Amy Gesenhues

Amy Gesenhues was a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy's articles.