february's spotlight on social video advertising
DESCRIPTION
Each month the Ebuzzing Labs crawls thousands of online videos to reveal unique insights into the social video advertising industry.TRANSCRIPT
SPOTLIGHT ON SOCIAL VIDEO: FEBRUARY 2014
SECTOR ANALYSIS
EBUZZING LABS: SPOTLIGHT ON SOCIAL VIDEO
19% OF THE TOTAL VIDEOS PUBLISHED WERE FROM THE TECHNOLOGY SECTOR
Technology produced the most releases, possibly due to MWC
Entertainment moves up into second place
Split of videos produced was even across many sectors
12,756 VIDEOS PUBLISHED
IN FEBRUARY 2014
19%
10%
7% 7%
6%
5%
5%
5%
5%
5% 4% Technology
Entertainment
Retail
Sport
Finance
Games
Automotive
Health & Beauty
Beverages
Services
Internet
SHARE OF NUMBER OF VIDEOS PUBLISHED
EBUZZING LABS: SPOTLIGHT ON SOCIAL VIDEO
BEVERAGES TAKES 17% OF THE TOTAL SHARE OF VIEWS
Beverages came top thanks to adverts from Pepsi & Coca Cola
Technology took second place despite having no videos in the top 10
445 million views tracked
IN FEBRUARY 2014
17%
14%
14% 13%
10%
5%
5%
4% 3%
3% 3% Beverages
Technology
Automotive
Entertainment
Health & Beauty
Retail
Games
Finance
Sport
Fashion
Travel
SHARE OF NUMBER OF VIDEOS PUBLISHED
Automotive takes third place due to strong Super Bowl videos
EBUZZING LABS: SPOTLIGHT ON SOCIAL VIDEO
18% OF FACEBOOK INTERACTIONS WERE FROM ENTERTAINMENT BRANDS
SHARE OF FACEBOOK INTERACTIONS
18.2% 18.0%
12.9% 10.3%
9.2%
4.8% 4.6% 4.1% 4.0% 3.4% 3.2%
0.0% 2.0% 4.0% 6.0% 8.0%
10.0% 12.0% 14.0% 16.0% 18.0% 20.0%
EBUZZING LABS: SPOTLIGHT ON SOCIAL VIDEO
THE AVERAGE INTERACTION RATE WAS 2% ACROSS ALL SECTORS
FACEBOOK INTERACTION RATE
7.4%
4.5%
3.4% 2.8% 2.5% 2.3% 2.2% 2.0% 2.0% 1.9% 1.8%
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
EBUZZING LABS: SPOTLIGHT ON SOCIAL VIDEO
THE AVERAGE VIDEO LENGTH WAS 4.1 MINUTES
LENGTH (SECONDS)
1154
454 361 327 320 313 311
246 236 183 175
0
200
400
600
800
1000
1200
1400
BRAND ANALYSIS
EBUZZING LABS: SPOTLIGHT ON SOCIAL VIDEO
2.1% OF THE TOTAL VIDEOS PUBLISHED WERE FROM GOOGLE
SHARE OF VIDEOS PUBLISHED
2.1%
1.7% 1.4%
1.2% 1.2% 1.2% 1.2% 1.0% 0.9% 0.8% 0.8%
0.0%
0.5%
1.0%
1.5%
2.0%
2.5%
EBUZZING LABS: SPOTLIGHT ON SOCIAL VIDEO
COCA COLA TAKES 6.6% SHARE OF TOTAL VIEWS
SHARE OF TOTAL VIEWS
6.6% 6.3% 5.6% 5.4%
4.7%
3.3% 3.1% 3.0% 2.9% 2.5%
2.1%
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
EBUZZING LABS: SPOTLIGHT ON SOCIAL VIDEO
PEPSI TAKES 9.6% TOTAL FACEBOOK INTERACTIONS
SHARE OF TOTAL FACEBOOK INTERACTIONS
9.6%
6.9%
5.4% 4.5% 4.2%
3.4% 2.4% 2.4% 2.4% 2.3%
1.6%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
EBUZZING LABS: SPOTLIGHT ON SOCIAL VIDEO
UNICEF GENERATES HUGE 171% FACEBOOK INTERACTION RATE
FACEBOOK INTERACTION RATE
170.8%
65.6%
39.5% 33.3% 32.3% 25.6% 24.0% 23.4% 21.3% 20.3% 19.1%
0.0%
20.0%
40.0%
60.0%
80.0%
100.0%
120.0%
140.0%
160.0%
180.0%
Unicef Cartier Gucci Credit Suisse
Axe (Lynx) Estrella Damm
Amstell Dr Pepper Burberry Dolce & Gabanna
Snickers
EBUZZING LABS: SPOTLIGHT ON SOCIAL VIDEO
GILLETTE TOPS FEBRUARY’S VIDEO BUZZ CHART
TOP RANKED VIDEOS FEBRUARY 2014
RANK Brand Sector Title VIEWS
1 Gillette Health & Beauty Lionel Messi & Roger Federer Trading Places #InnerSteel 19 134 310
2 Maserati Automotive 2014 Ghibli - Strike 12 071 352
3 Pepsi Beverages Pepsi MAX & Jeff Gordon Present: Test Drive 2 11 938 238
4 Chrysler Automotive America’s Import 11 386 961
5 Coca Cola Beverages It’s Beautiful 10 989 215
6 Schwarzkopf Health & Beauty You - A Declaration of Love 10 956 226
7 Pepsi Beverages Human Loop the Loop with Damien Walters - Pepsi Max. Unbelievable #LiveForNow
5 945 604
8 Warner Brothers Entertainment Everything is Awesome! 4,380,339
9 Coca Cola Beverages Coca-Cola Light - Choose Love Over Like 4 077 567
10 Three Telecoms #Singitkitty 4,050,486
Gillette’s latest advert starring Roger Federer & Lionel Messi dominated the Video Buzz Chart
EBUZZING LABS: SPOTLIGHT ON SOCIAL VIDEO
APPENDIX
Share of views = Total views by sector or brand / Total views
Share of Facebook interactions = Interactions on Facebook for a sector or brand / Total interactions on Facebook
Interaction rate = Interactions on Facebook / Number of views