Online video advertising can be tricky to measure because unlike traditional tv advertising, web video is part paid and part earned. Moreover, because the switch to online tv and watching is still relatively new, there is very little data on the lifecycle effectiveness of online video advertising. We asked our friends at Visible Measures to compile a list of the top web video advertisers, ever.
The list is ranked by “True Reach,” a proprietary measurement created by Visible Measures that considers a combination of the views from video clips related to a brand’s campaign, the clips the brand and agency upload, and the copies and derivative content created by audiences like mixes, mashups, and spoofs.
Coca-Cola frequently tops digital advertising lists, but the company has a ways to go before it gets to the top of this ranking.
Here is the Coca-Cola 'Move to the Beat of London 2012' commercial.
Ogilvy Paris created this interactive commercial for Ford, which turns parallel parking into a video game.
Axe's ads tend to feature scantily clad women, and web video is a natural environment for that type of content. Not surprisingly, the Axe YouTube channel has more than 27,370,479 views to-date.
This ad, for example, has only been live for just over a month. It already has more than a million YouTube views.
This is the latest Pepsi ad to gain viral status with nearly 1 million views to-date. The 'kick in the mix' video was launched in March of this year, and features Pepsi-sponsored athletes crowd surfing across a huge dance party.
Kia's dancing hamsters are a web video phenomenon of their own. The spot below has 19,292,867 views on YouTube.
Gillette's YouTube channel alone has 20,237,859 views. BBDO New York has handled the Gillette account since 1966. Procter & Gamble, however, just announced a review of both traditional and digital advertising account in North America, according to Adweek.
This ad by BBDO was created for the 2012 Summer Olympics and received over 2 million views.
Rovio is most famous for the creation of the game Angry Birds. The Rovio YouTube channel has an astonishing 735,991,075 YouTube views, where viewers go for game updates, and tips and tricks.
This back to school ad for Angry Birds, posted less than a month ago, already has 5,671,783 YouTube views.
Adidas' YouTube channel currently has 32,110,751 views and boasts a combination of exercise tutorials and commercials. Here is Adidas 'Take the Stage' commercial for the Olympics.
Doritos promoted its new, extra large chips with video featuring a monster truck piloted by a driver in a flame-stenciled helmet leaping over a line of school buses. The brand also runs the 'Crash the Superbowl' contest in which fans submit their own super bowl ad, and the winner gets $1 million dollars, a gig with Michael Bay, and their ad MIGHT run during the actual a Super Bowl.
This Doritos 'Jacked' commercial was created by Goodby, Silverstein & Partners.
The Microsoft 'new look' commercial, below, showcases Microsoft's first new logo since 1987. This commercial has received 2,458,193 YouTube views. Part of what helps to boost views for Microsoft's commercials is a combination of multiple YouTube channels, covering each of their major products, and an integrated strategy that correlates traditional advertising with digital advertising, all of which drive traffic to the web versions of their ads.
T-Mobile's YouTube channel features its ads -- starring Carly Foulkes -- and a separate sub-channel for products and hardware, as well as tips and tricks.
While Apple has been losing the viral video race against Samsung this past month, the company still gets huge viral video lift around new product releases.
Working with Deutsch LA, Volkswagen's 'The Force' ad from a couple of years ago is one of the most-viewed web ads of all time. This video is from VW's latest campaign, 'It's not the miles, it's how you live them.'
DC Shoes, the skateboarding apparel company, uses athlete endorsements to drive their online video strategy. The company's YouTube channel has 224,299,461 views. Ken Block's 'Gymkhana' series -- in which he takes a rally car on increasingly elaborate stunt drives -- is an entertainment property in itself.
Evian is famous for its dancing babies. Since the 2009 'roller babies' ad that blew up a few years ago, the bottled water company stuck with the formula. Here is the Evian, 2011, 'let's baby dance' video which has 2,833,503 views.
Blendtec, The blender retailer and manufacturer, hosts the popular 'Will it Blend' video series. Before founder Tom Dickenson became a YouTube star, blending everything from Doritos to skeletons, he was blending 2x4's in his super blenders.
In light of the iPhone 5 release this past September, Samsung upped its game in online video. The anti-iPhone ad 'The Next Big thing is Already Here,' has 16,002,110 views. It is debatable who is winning the smartphone war, but there is no doubt who is winning the online video war: Samsung.
This 'Find Your Greatness,' by Nike, brought in 5,153,610 YouTube views. In an effort to test the limits of the Olympics' advertising restrictions on athletes, Nike released this campaign of ordinary athletes competing in places called London around the world. The campaign was supported by an aggressive social media effort that ran under the hashtag #findyourgreatness. This is not Nike's first ambush campaign: The company used a similar strategy during the 2008 Olympics and the 2010 World Cup.
The key to Google's success is creating content that features smart storytelling techniques, and humanizes the brand through narratives of 'real' people using Google to connect in various ways, as in the adorable 'Dear Sophie' ad. This ad, staring Lady Gaga, tells the 'real' story of the pop star's fans and why they find her inspiring in their own lives. The fan-generated content for Google Chrome has accumulated 9,603,120 views to-date.
This commercial was released in 2010, and accumulated over 42 million YouTube views, as part of the 'The Man Your Man Could Smell Like' campaign. The effort has legs: The latest one by Wieden + Kennedy is an interactive video where viewers can play instruments using Terry Crew's muscles.
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