[July 14, 2014] |
|
2014 World Cup Stands As Biggest Video Event of All Time
BOSTON --(Business Wire)--
Visible Measures (News - Alert), the leader in video content marketing, today announced
that the 2014 World Cup brought in record branded video viewership,
reaching 671.6 million views and making it the single biggest branded
video event to date.
The World Cup is the biggest media event in the world, reaching more
than three billion fans worldwide, but branded video was still an
emerging medium during the 2010 World Cup with major brands just
starting to generate significant consumer engagement through targeted
campaigns. Four years later - after those brands experienced key
learnings from events like the Olympics and the Super Bowl in the U.S. -
they were ready to make a big splash with compelling and highly
evocative video campaigns. With the average World Cup campaign nearly
tripling the average viewership of a branded video campaign in 2013,
brands have demonstrated the true potential of a global event such as
the World Cup.
Using its True Reach® measurement and analysis platform, Visible
Measures has accurately assessed total World Cup video viewership, which
video campaigns received the most views, and the brands that dominated
mindshare during this major sporting event.
The True Reach metric - renowned as the gold standard of online video
viewership measurement and used by Ad Age, The Wall Street Journal,
leading brands, advertising agencies, and publishers - provides the most
accurate and reliable way to quantify views associated to viral videos.
For marketers, it measures the viewership of brand-syndicated videos, as
well as associated user-uploaded copies driven by viewers, across
hundreds of the web's most visited video sites.
-
Total Branded Video Viewership: 671.6 Million Views
-
Viewership of the global sporting event was 30% more than that of
the 2014 Super Bowl (516.2 million views), which had been the most
viewed event to date until June.
-
To put that in context, total World Cup viewership is equivalent
to 8% of the total branded video views in 213.
-
Total Campaigns: 97
-
The World Cup had two fewer campaigns than were produced for the
2012 Summer Olympics, the event with the most associated campaigns
and the fourth highest viewership of all time.
-
The World Cup generated an average of 6.9 million views per
campaign, far above the 2 million view average of campaigns in
2013.
-
Nike was the most viewed brand of the tournament, releasing 8
campaigns that garnered 240.6 million views. Here is how other brands
performed:
1. Nike: 240,684,123 views 2. Samsung (News - Alert): 124,374,254 views 3.
Adidas: 90,314,729 views 4. Kia: 27,841,720 views 5. Beats by
Dre: 24,501,341 views
-
Nike also had the top two most viewed campaigns (ranked by
total views of each video campaign):
1. Nike's "Risk Everything": 122,255,733 views 2. Nike's "The Last
Game": 97,148,747 views 3. Samsung's "Galaxy 11: The Training":
74,573,179 views 4. Adidas' "The Dream": 45,959,914 views 5.
Samsung's "Galaxy 11": 38,306,205 views
"As evidenced by the exploding engagement rates, watching and sharing
branded video has become a key part of the World Cup action," said
Visible Measures Founder and CEO Brian Shin. "Based on our analysis, we
have found that brands are placing more emphasis on creating
higher-quality video that emphasize compelling storytelling and a longer
narrative to hook viewers. The average length of the top ten most viewed
tournament campaigns is 3:15, which is a minute and a half longer than
the average top Super Bowl campaign."
Shin also pointed out that the use of celebrities, specifically popular
soccer players, in the top World Cup videos helped drive greater
engagement. About half of the World Cup campaigns measured featured
soccer stars to capitalize on built-in fan bases that drive social media
conversations and sharing, further spurring earned media. Most brands
used more than one soccer star in their video campaigns to further drive
worldwide engagement.
The most widely used celebrity in this year's World Cup videos was
Lionel Messi, who starred in 11 campaigns. Yet the soccer star who
received the most video views was Cristiano Ronaldo, who starred in
Nike's biggest campaigns, as well as campaigns from Samsung and Emirates.
For more data about World Cup branded video, including complete lists of
the top performing campaigns, brands, and celebrities, please visit the
Visible Measures Blog at www.visiblemeasures.com/insights
About Visible Measures Visible Measures is the platform for
inspired video advertising that consumers embrace and endorse. By
connecting its unrivaled video dataset with advertising that is built to
give consumers choice in what they watch, Visible Measures drives
maximum engagement for its global brands, agencies, trading desks, and
publisher clients, which include Procter & Gamble, Unilever, Nestle,
VivaKi, and Condé Nast. Visit us online at http://www.visiblemeasures.com
or follow us on Twitter (News - Alert) @Visiblemeasures.
[ Back To Homepage ]
|