If video is now more valuable than ads, who's keeping score?
This scoreboard gives a snapshot of the most successful campaigns from the 2014 Big Game.
We're measuring the ad itself plus any adjunct video content specifically related to the ad and marketed on YouTube around the Super Bowl.
Touchstorm thinks 2014 is the tipping point for Super Bowl advertising, where the value of the vapor trail left by the ad is more valuable than the in-game media itself.
So much so that we think Fox has YouTube to thank for the $4mm for :30 seconds it can now charge.
To quantify "the effect of Super Bowl advertising on brand equity, as viewed through the YouTube lens," we had to look beyond views. Most people assume that if a video has 25mm views on YouTube, it went viral and was a huge hit. That used to be true. Now, YouTube includes pre-roll ads in its View Count statistic. This creates an apples and oranges blur where comparing video view counts doesn't reveal whether you're looking at a pile of enthralled consumers or a bunch of pre-roll video starts. (The viewer doesn't have to stay past 6 seconds to count as a view.)
This can create a situation where the brand with the biggest budget always wins. Kind of like the Yankees.
YouTube is a great advertising vehicle, but it offers more than that. Like a deeper relationship with consumers. Like long-term marketing efficiency, earned when a brand uses content to build an owned audience on the platform.
That's why we're also measuring "Likability" and "Subscriber Conversion." Those are excellent metrics to show which brand's content generated genuine consumer passion, engagement, and resulted in deeper, longer-lasting relationships. Small brands with more engaging content and better social media marketing can win on our scoreboard. (Isn't that more how the NFL works?)
We're also studying "Velocity." The brands buying exposure through pre-roll are likely to show up at the top of this list, at first. But as the spending cools down and time goes on, "velocity" says a lot about actual virality.
For detail on how each ad performs against the four metrics, use the Navigation Bar up top to navigate, or simply scroll down. The Touchstorm Video Scoreboard for the Big Game will update daily for the next few weeks. We'll announce the Final Top 10 through the press at the end of February.
Note: Our study is not sanctioned by the NFL or YouTube, nor have we licensed terms like Super Bowl. We use them under the terms of the NFL's Nominative Fair Use clause, allowing for use of trademarked terms in reporting results after-the-fact, in a strictly informative manner, and implying no association between Touchstorm's media properties and the NFL.