Ebuzzing's Top Videos of 2012
January 15 2013
Throughout 2012 Ebuzzing saw online video advertising, particularly Social online video advertising, skyrocket, becoming a fundamental part of every advertiser's strategy. So we've taken a look at the top 20 global and UK based online video campaigns of the last 12 months, to celebrate the growth of our favourite format.
In 2012 the sectors which had the most success in online video were Entertainment, Technology, Luxury and Drinks
Samsung, Google, Red Bull and Dior all have 2 videos each in the global top 20 videos.
Sports stars hold the key to success
With over 100 million views, Turkish Airlines’ video featuring Kobe Bryant and Lionel Messi took the top spot, despite only being published on the 6th December. The use of two of the best sportsmen of all time and one small boy struck a chord with millions of viewers worldwide.
4 of the top 5 videos feature sports stars or sporting activities. Despite being overshadowed by Felix Baumgartner’s leap from space, Ken Block’s Gymkhana five: ultimate urban playground – San Francisco takes 2nd place with over 38 million views and an interaction rate of 2.4%.
85% of online videos were created specifically for online distribution
Advertisers use a wide range of formats - longform, shortform, behind the scenes etc.
Globally the average video length was around 3 minutes, however it was shorter in the UK with an average of 1 min 40 seconds - still much longer than the average 30 second TV spot.
In 2012 the videos with the best interaction rate tended to be the longer videos.
Video is becoming a fundamental part of advertiser’s brand content strategy
Video helps to convey the messages brands want to send to consumers. As we can see from the top 20, consumers respond to ‘true’ stories, humour and ads which touch their imaginations.
Some brands also use video for ‘how-to’ guides, for example, Samsung released an 8 minute video demonstrating the features of the Samsung Galaxy II.
All rankings are based on the number of views a video received in 2012.
Interaction rate = number of Facebook interactions (likes+shares+comments) / total views.
Top 20 most viewed branded videos
(published from a global account)
|
|
Title |
Author |
Number of Views |
Interaction rate |
Video Length (Seconds) |
|
1 |
Turkish Airlines |
101,621,822 |
1.2% |
61 |
|
|
2 |
DC shoes FILM |
38,488,002 |
2.4% |
592 |
|
|
3 |
Felix Baumgartner's supersonic freefall from 128k' - Mission Highlights |
Redbull |
31,923,945 |
0.6% |
90 |
|
4 |
Warner Bros Pictures |
25,827,140 |
1.0% |
153 |
|
|
5 |
Nike Football |
21,225,632 |
0.8% |
189 |
|
|
6 |
Louis Vuitton |
19,972,569 |
0.1% |
60 |
|
|
7 |
Sony Pictures |
18,371,728 |
0.4% |
154 |
|
|
8 |
The Hottest @Abercrombie & Fitch Guys, "Call Me Maybe" by Carly Rae Jeps |
Abercrombie&Fitch |
18,114,393 |
2.5% |
196 |
|
9 |
Dior |
17,467,731 |
<0.1% |
60 |
|
|
10 |
Rockstar Games |
16,524,876 |
0.1% |
111 |
|
|
11 |
Barbie |
15,953,239 |
<0.1% |
198 |
|
|
12 |
Dreamworks Animation |
15,690,383 |
0.4% |
60 |
|
|
13 |
SAMSUNG Mobile |
15,652,019 |
0.4% |
497 |
|
|
14 |
|
15,234,990 |
<0.1% |
55 |
|
|
15 |
|
13,147,575 |
0.6% |
166 |
|
|
16 |
Redbull |
12,900,122 |
1.0% |
358 |
|
|
17 |
Samsung Televisions |
12,733,152 |
0.1% |
99 |
|
|
18 |
Ubisoft |
12,518,497 |
0.1% |
422 |
|
|
19 |
Heineken |
11,938,117 |
0.1% |
60 |
|
|
20 |
Dior |
11,899,329 |
0.6% |
63 |
Top 20 most viewed branded UK videos
(Published from a UK account)
|
|
Title |
Author |
Number of Views |
Interaction rate |
Video Length (Seconds) |
|
1 |
LGBlogUK |
17,225,403 |
2.73% |
110 |
|
|
2 |
warnerbrosuktrailers |
7,405,273 |
6.41% |
140 |
|
|
3 |
universalpicturesuk |
4,392,548 |
1.71% |
182 |
|
|
4 |
googlechromeuk |
4,225,785 |
0.07% |
60 |
|
|
5 |
Nokia & deadmau5 'This is Lumia' light show in London - Official Video - NO |
nokiauk |
3,757,364 |
0.63% |
283 |
|
6 |
googlechromeuk |
3,223,967 |
0.06% |
60 |
|
|
7 |
MINIUnitedKingdom |
3,139,635 |
1.50% |
75 |
|
|
8 |
JohnLewisRetail |
3,095,455 |
11.87% |
90 |
|
|
9 |
o2ukofficial |
2,732,417 |
0.00% |
40 |
|
|
10 |
David Coulthard catches 178mph golf ball in Mercedes-Benz SLS |
mercedesbenzuk |
2,575,241 |
2.94% |
160 |
|
11 |
ToyotaUKTV |
2,512,231 |
0.32% |
90 |
|
|
12 |
LOrealParisUK |
2,507,752 |
0.01% |
20 |
|
|
13 |
GuinnessGB |
2,489,522 |
6.08% |
155 |
|
|
14 |
FiatUK |
2,369,269 |
9.33% |
192 |
|
|
15 |
HPUKofficial |
2,236,193 |
0.00% |
21 |
|
|
16 |
WaltDisneyStudiosUK |
2,128,409 |
1.31% |
110 |
|
|
17 |
BethesdaSoftworksUK |
2,108,758 |
2.13% |
104 |
|
|
18 |
googlechromeuk |
2,087,170 |
0.02% |
60 |
|
|
19 |
googlechromeuk |
1,984,632 |
0.00% |
30 |
|
|
20 |
googlechromeuk |
1,883,749 |
0.03% |
30 |
Did your favourite campaign make the top 20? Let us know in the comments.
We're looking forward to seeing which campaigns make it big in 2013!
