which brands are winning the social video shootout during euro 2016
TRANSCRIPT
Euro 2016 AdvertisersAnalysing the traditional and social video
advertising approaches by brands
#EURO2016ADS
Traditional TV Advertising
*All rounds 1 and 2 games on ITV
All Brand Advertisers by Sector
AutomotiveFinance
TechnologyPersonal Care
RetailFood
SupermarketsBetting
Alcoholic DrinksFilms
TelecomsTravel
UtilitiesEntertainment
RecruitmentPublic Sector
0 6 1 2 1 8 24
0 7.5 15 22.5 30
Non football related TV adverts
All football related TV adverts
Who has an account?
Who has posted social video on their account?
% of brands posting football related videos to social platforms
% of brands who posted short-form social videos
(40 seconds or less)
Classification of creative approach by brands during Euro 2016142 brands in total. 5 brands released 2 different ads
Official Euro 2016 sponsor + non football ad
Social Video Insight Which social video platforms did brands post their content to?
Official Euro 2016 sponsor + football themed ad
Unofficial sponsors + football themed ad
Unofficial sponsors + subtle football reference in ad
Unofficial sponsors + non football ad
67FACEBOOK
41YOUTUBE
75TWITTER
Categorisation of Content Type
Full Time Report
0
37.5
25
12.5
50
YouTube Instagram VineTwitterFacebook
Full T
V Ad
Tease
r TV Ad
Exten
ded So
cial A
d
Bonus Socia
l Ads
Behind Th
e Sce
nes
Unique Video
s
Interv
iews
Creativ
e Highlig
hts
Real T
ime V
ideos
Feat.
Footy
Influen
cers
Con
tent
Var
iati
ons
Per
Plat
form
Twitter leads the way as the short-form video destination for teaser, GIF and real-time content
Brands are not maximising their video content across all of their social media profiles
Few brands are thinking tactically and topically at scale through social video to immerse themselves ‘in the moment’
Vine did not qualify for Euro 2016 and Instagram finished bottom of the group
Facebook is becoming the central video hub for some brands, putting in a hefty challenge on YouTube’s long standing reign
as the home of long-form video
[email protected] | burstinsights.com | #EURO2016ADS© 2016 ALL RIGHTS RESERVED
TV advertising is still a dominant force for brands outside of the football arena to reach consumers
tuning into live sport. Two thirds of adverts had zero relevance to football and missed a trick by not tapping
into the emotion and mindset of football fans.
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#EURO2016ADS
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#EURO2016ADS
#EURO2016ADS
#EURO2016ADS
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Total number of games
Total number of brands
Simon Bibby, Head of Research @ Burst Insights