Choice-Based Advertising: 15% Increase in Views Year-Over-Year
Choice-based video advertising campaigns generated nearly 600 million views in the second quarter of 2011, according to Visible Measures. T-Mobile and Dirt Devil were among the companies to boast successful campaigns during the quarter.
According to Visible Measures, choice-based advertising accounted for nearly 600 million views in the second quarter, up more than 15 percent from the second quarter of 2010, but down significantly from the mark reached in the first quarter of 2011.
The most-watched choice-based campaign in the second quarter was T-Mobile’s “Royal Wedding” with more than 26.2 million views. This campaign paid tribute to the “JK Wedding Dance” viral video and was launched at the height of the madness surrounding the royal wedding. In its first two days, this campaign generated 3 million views, according to Visible Measures.
Evian’s “Live Young” was second with more than 15.7 million views, while Volkswagen’s “The Force” ad generated more than 12.0 million views.
Dirt Devil’s “You Know When It’s the Devil” campaign got more than 11.9 million views in the second quarter, while Blendtec’s “Will It Blend?” got more than 9.6 million views.
The campaign from Dirt Devil is the newest campaign of the top five, according to Visible Measures. “The demographics for the campaign show that over 70% of the audience is male, with over 50% in the 19-44 age range.”
The top brand in the second quarter was T-Mobile, as its ads generated more than 39.2 million views. In addition to its “Royal Wedding” campaign, T-Mobile launched a number of popular campaigns in the second quarter, including “Angry Birds,” “T-Mobile Dance” and “Welcome Back.”
Google followed with more than 24.2 million views, driven by its April Fools’ campaign “Gmail Motion,” along with its “The Web is What You Make of It” campaign.
Evian was third with more than 18.0 million views, followed by Volkswagen with more than 16.5 million views and Old Spice with more than 16.3 million views.
The top industry during the quarter was beverages with more than 63.6 million views. This industry was helped by campaigns from Evian, Sun Drop, Diet Pepsi, Red Bull and Perrier, according to Visible Measures.
Apparel and accessories followed with more than 62.9 million views, while automotive got more than 57.8 million views. Telecommunications got more than 54.6 million views during the second quarter, while health and beauty got more than 52.2 million views.
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