- Google Video also Overtakes “Activia’s
La La La” to Become Most Shared Ad of all Time
- Spots from Disney, adidas, Samsung and
Budweiser included in Video Ad Tech Company Unruly’s Annual Top 20
Ranking as Shares Increase by 39% from 2014
- PSAs & Ad Campaigns Supporting Good
Causes also Dominate List
A cute commercial for Android featuring clips of unlikely
animals playing together is the most shared ad of 2015, according
to data released today by video ad tech company Unruly.
This Smart News Release features multimedia.
View the full release here:
http://www.businesswire.com/news/home/20151119005249/en/
“Friends Furever” - which depicts some surprising animal
friendships - has attracted 6,432,921 shares across Facebook,
Twitter and the blogosphere since its launch in February, putting
it ahead of Disney’s “Surprise Shoppers” campaign, which took
second spot in Unruly’s annual Top 20 Global Video Ads Chart.
It not only makes it this year’s landslide winner, but also the
most shared ad of all time - ahead of last year’s top ad, Activia’s
World Cup ad “La, La, La”, which has attracted 6,094,762 shares
across social media since its launch in 2014.
In third place is a commercial created by Buzzfeed Video for
Purina pet food about one man and his pup (3,021,499 shares), while
ads for Budweiser (5th - 2,808,541 shares) and Kleenex (10th -
2,027,213 shares) continue the animal friendship theme. A
heavily-disguised Cristiano Ronaldo dribbles his way into fourth
place with an ad for his own line of headphones for Monster
(2,995,849 shares). Three adidas commercials make it into the Top
20 - the most for any single brand.
Unruly’s President, US, Richard Kosinski said: “We’ve been
collecting and analysing consumer data on video consumption and
sharing patterns since 2006 and one of the key drivers to video
shareability is emotional intensity - how an ad makes a person
feel.
“From the joy you feel when your pup welcomes you home to
nostalgic memories of your childhood pet, animals can tap into a
wide range of emotions that have broad appeal. By placing the focus
on friendship and shared experiences, advertisers in 2015 have
successfully used dogs, cats and other furry friends to provoke
strong feelings of warmth and well-being.”
The Ad Council’s “Love Has No Labels” (6th - 2,743,138 shares),
aimed at promoting diversity and inclusion, is one of eight
campaigns supporting good causes to also make it into this year’s
top 20.
Other examples include a Microsoft video featuring Iron Man
actor Robert Downey Jr giving a young boy a prosthetic arm (9th -
2,119,279 shares), an anti-domestic violence PSA from Italian
newspaper Fanpage.it (8th - 2,365,612 shares), a Game of Thrones
and Coldplay partnership for Red Nose Day (15th - 998,762), John
Lewis’ Christmas cracker “#ManontheMoon”, run in conjunction with
Age UK (17th - 693,343), and British supermarket chain Sainsbury’s
festive ad “Mog’s Christmas Calamity” (19th - 629,720), which
supports charity Save The Children.
Unruly’s most shared ads of 2015
1. Android - “Friends Furever” - 6,432,921 shares
2. Disney - “Disney Characters Surprise Shoppers” -
3,943,997
3. Purina - “This Man Found His Soulmate In A Puppy And It’s
Adorable” - 3,021,499
4. Roc by Ronaldo / Monster - “Cristiano Ronaldo - People are
going to think I’m crazy!” - 2,995,849
5. Budweiser - Super Bowl Commercial “Lost Dog” - 2,808,541
6. Ad Council - “Diversity & Inclusion - Love Has No Labels”
- 2,743,138
7. Zorba - “Maya” - 2,634,706
8. Fanpage.it - “Slap her”: children’s reactions - 2,365,612
9. Microsoft - “Robert Downey Jr. Delivers a Real Bionic Arm” -
2,119,279
10. Kleenex - “Unlikely Best Friends” - 2,027,213
11. Metlife - “My dad's story": Dream for My Child” -
1,497,418
12. Pandora - “The unique connection” - 1,157,824
13. DC Shoes - “Robbie Maddison’s Pipe Dream” - 1,058,149
14. Supercell - “Clash of Clans: Revenge” - 1,005,673
15. Red Nose Day - “Coldplay’s Game of Thrones: The Musical” -
998,762
16. adidas: “Create Your Own Game” - 779,019
17. John Lewis - “#ManontheMoon” - 693,343
18. adidas - “Unfollow ft Leo Messi” - 681,645
19. Sainsbury’s - “Mog’s Christmas Calamity” - 629,720
20. adidas: “Yesterday Is Gone” - 625,545
Unruly Co-CEO and co-founder Sarah Wood said: “Data analysis of
1,300 ads proves that 2015 was a highly emotional year for video
ads. On the one hand, warmth and happiness shone through, with
brands using fluffy pets and simple storylines to melt our hearts
and amplify sharing.
“At the same time, other advertisers aligned themselves with
social causes, evoking strong feelings of sadness and inspiration.
It’s not that Adland has lost its sense of humour this year; it’s
just that it’s found a sense of higher purpose.
“Next year, we expect the advertiser focus to move away from
warmth and happiness that were popular in 2015 to exhilaration.
With its deluge of superhero, war and zombie flicks - from Batman v
Superman to Pride and Prejudice and Zombies - being released in
2016, we can expect marketers to follow Hollywood with similar
themes. Going into a quadrennial year of Olympics, European
Championships and Presidential elections, the competition for
consumer attention will be fierce and consumers will be looking for
superhero brands to exhilarate and entertain them in 2016.”
The 2015 chart also shows a significant increase in social media
shares from the previous year. This year’s top 20 attracted a total
of 40,219,853 shares - a 38.50% increase from last year’s top 20,
which generated 29,038,725 shares altogether.
Ads for Samsung, DC Shoes, Supercell and Zorba, a Renaissance
Studio based in India, also make it into the top 20.
Methodology
Unruly’s rankings are based on the number of shares - as opposed
to views - that ads on Facebook and YouTube attracted across
Twitter, Facebook and the blogosphere. As such, they are a measure
of the ad’s online buzz or virality, ranking ads by the volume of
active pass-on rather than the passive, paid metric of video
viewership.
Data was collected from January 1, 2015 to November 16, 2015.
Data points were collected using Unruly Analytics™. Unruly’s annual
Top 20 Global Video Ads Chart only includes ads that were launched
in 2015 and does not include trailers for movies or TV shows.
UNRULY and UNRULY ANALYTICS and logos and
associated marks are trademarks of Unruly Group. Other marks are
owned by their respective owners.
###
About Unruly
Unruly is the ad tech company that gets videos watched, tracked
and shared across the Open Web. Positioned at the intersect of
video, social, native & mobile, Unruly uses emotional audience
data and user-friendly video formats to massively increase viewer
engagement, brand performance & publisher revenues.
With 3 out of every 4 video views now taking place outside of
YouTube, 90% of Ad Age 100 brands have already used Unruly to
connect with audiences at speed and scale across the Open Web.
Differentiated by a unique data set of 2 trillion video views
and powered by a full tech stack, Unruly adds value by
algorithmically evaluating content shareability and
programmatically targeting custom audiences. Viewability is 100%
guaranteed to an audience of 1.35 billion monthly unique users
across mobile, tablet and desktop devices.
UnrulyX is the first supply side platform (SSP) for mobile video
to offer scaled delivery of native ad formats and guarantee the
viewability of premium video impressions bought via RTB.
Unruly employs 200 people across 15 offices, with regional HQs
in London, New York and Singapore.
Its super power is emotional ad tech. Its secret weapon is
passionate people on a mission to #DeliverWow. Unruly was acquired
by News Corp (NASDAQ: NWS, NWSA; ASX: NWS, NWSLV) in September
2015.
View source
version on businesswire.com: http://www.businesswire.com/news/home/20151119005249/en/
UnrulyTara Mulloy, 646-746-4357tara.mulloy@unrulygroup.com
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