Social Video Advertising Crashed the Party in 2010
“2010 was the year social video advertising came crashing into the mainstream,” says online video analytics company Visible Measures in its report, “Social Video Advertising: 2010 in Review.” From Old Spice, to Nike, to Pepsi, big brands engaged their audiences with social video advertising, setting the stage for even more progress in 2011.
The report notes that if 2009 was the year for experimentation in this medium, 2010 was the year the “gloves came off in social video advertising.” According to Visible Measures, nearly 1,000 brands participated in social video advertising in 2010, more than twice the fewer than 450 brands that dabbled in social video advertising in 2009.
In 2010, more than 1,800 social video advertising campaigns were observed, up 180 percent from the fewer than 700 campaigns in 2009, when brands like Evian and T-Mobile blazed some trails.
The report also highlights that social video campaigns generated 2.7 billion views and 4.4 million comments in 2010. In 2009, social video campaigns drew 820 million views and 1.5 million comments.
Though many different types of brands joined the fray in 2010, the most watched category was health and beauty, which drew 14 percent of all social video advertising views, or more than 390 million views. This category can tip its hat to Old Spice and its hugely popular “The Man Your Man Could Smell Like” campaign, which drew more than 180 million views. Of these views, 70 million came from its “Responses” campaign.
Apparel and accessories followed with 14 percent of views, while beverages had 10 percent, electronics had 8 percent and packaged foods had 7 percent.
Traditional brands appear to be warming up to social video advertising, with the likes of Huggies, IKEA and Geico hopping into the game in 2010.
The competition in this arena will only get hotter, according to Visible Measures. “As more brands incorporate social video advertising into their marketing mix, the competition will only continue to escalate, making it more difficult for brands to separate themselves from the pack and stand out to their target audiences,” the company notes in its report.
In 2010, the threshold for being a top 10 viral video ad steadily increased and finished at more than 700,000 views in the third quarter of 2010, up 230 percent from the same quarter in 2009.
Visible Measures expects these trends to carry over into 2011. “As more audiences come online and watch social video, we’ll see more brands, more campaigns, and more competition, all in efforts to influence consumer choice.”
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