During a night of glitz and glam, Academy Award advertisers especially have to bring their A-game to be noticed during the big event. While the landmark films, creators and actors are the real winners of the magical Oscars evening, we couldn’t help but notice some pretty remarkable advertising creative as well.
Michael Jordan signed a 10-year contract with Gatorade to become its first, and only, endorser in 1991. The ad “Be Like Mike” debuted that summer after the Chicago Bulls and Jordan won their first championship, becoming a cultural phenomenon.
Best Buy and Hershey’s product focused ads rose to the top of last week’s new ads through relatable storytelling and cute kids. Best Buy takes home the title of Category Overachiever by entertaining consumers with an adorable story while Hershey’s earned its Ace Score for re-introducing the world to its well-known, delectable chocolate bar.
Now that Valentine’s Day has come and gone, dating websites’ busiest season of the year is now behind them. In an article posted last month in Time Magazine, Match.com said that the best time to find a new match was the Sunday after New Years; but, even the time between New Years and Valentine’s Day is a hot season for online dating.
Each month the thinkwithGoogle site posts its YouTube Ads Leaderboard, which showcases the ads with the most views in each month. January brought a high number of views for many pre-released Super Bowl ads from Budweiser, BMW, Snickers and T-Mobile. Microsoft, Purina Friskies and another Budweiser ad also earned viral video status for their online ads. Should they have aired them on TV as well?
While it’s one thing to simply toss in an adorable puppy or cute kitten, it’s another to also make that fur-filled spot effective. Petco’s latest ad is able to be extremely likeable while maintaining relevancy with consumers, delivering an important message about the food we feed our pets.
Heinz’s ad “Rooftop” debuted in 1987, and while it was certainly a monumental event in Matt LeBlanc’s career, it also made waves for the beloved ketchup brand as well. Heinz and its agency went on to win the coveted Gold Lion at Cannes International Advertising Festival.
Budweiser’s much-talked-about “Lost Dog” ad earns the title of Category Overachiever this week for its ability to grab consumer attention as well as tug at their heartstrings. McDonald’s also successfully made an emotional impact on consumers with its Super Bowl spot, which earned the highest Ace Score of all 160 ads to debut this last week.
While everyone is talking about the biggest advertising event of the year, Super Bowl XLIX, we want to make sure you still see some of the great ads that aired before Sunday. Best Buy and Eggland’s Best each debuted new ads that won with consumers.
McDonald’s was one of many advertisers to push emotive messages during the ads of Super Bowl XLIX; but the big QSR brand stood out among the pack for its ability to be extremely likeable, informational and drive a sense of desire among consumers.
Reebok’s “Office Linebacker” was introduced during Super Bowl XXXVII (2003) and is widely considered to be one of the greatest Super Bowl commercials of all time. The success of “Office Linebacker” resulted in a series of long-form videos that pre-dated the advent of YouTube, marking it one of the first viral video campaigns.
With Super Bowl XLIX just days away, we’re gearing up for the biggest video advertising day of the year. In addition to live tweeting ad data during the game, we will be hosting two post-game webinars. During the webinars, attendees will get a behind-the-scenes look at how these multi-million-dollar ads performed against each other.
GrubHub’s humorous 0:30 spot earns the title of Category Overachiever this week for its ability to succeed in the Websites category. In terms of highest Ace Score, Carrabba’s Italian Grill promoted its latest deal and consumers ate it up, earning it the title of Highest Ace Score.
Arguably, Doritos was ahead of its time when it created the Crash the Super Bowl contest. Now, eight years later, while Doritos is still running its contest, many other advertisers have also discovered the beauty of involving brand fans in the creation of their multi-million-dollar spots.
With the debut of M&M’s latest ad, it looks like Crispy M&M’s are back, and consumers couldn’t be more thrilled. The ad, “Not That Fan,” earned high marks, taking home both Ad of the Week titles of Category Overachiever and Highest Ace Score.
The Automotive industry has dominated Super Bowl advertising for more than five years. In fact, over the last five years, auto advertising has used over 30% of advertising airtime during the big game. But, this year, the winds have shifted. Many auto brands are backing out of the big brand bowl.
With Super Bowl XLIX looming, we thought it might be a good idea to look at one of the most iconic ads from Super Bowl XXVII. Starring the biggest supermodel of the early 90s, Cindy Crawford, and two young boys admiring the beauty of the new Pepsi can design Pepsi’s “New Can” is an ad for the books.
With less than a month before Super Bowl XLIX provides advertisers with the largest and most demographically diverse audience available on television, we thought we’d share the insights gathered from capturing consumer reaction to the past five Super Bowl ad events.
The new year is full of new beginnings, and many brands are sharing this sentiment with fresh pieces of creative. Last week, TGI Fridays debuted a mouthwatering 0:30 spot reminding consumers about their 2014 goals—whether it be to lose a few notches on the belt or indulge on a whim.
Google repeated a winning combination from last year in its end-of-the-year spot featuring all the things that happened in Googledom over the course of the year. The big search engine brand not only earns both titles of Ad of the Week but also the title for the most effective ad of the year, once again.
Check out the 2014 Brands of the Year – the top performing brand of the most competitive categories. This years list includes repeat winners Google, Baskin-Robbins, and Netflix plus newcomers Bud Light Lime-A-Rita and LifeLock – and some category upsets from Samsung, Lay’s and good old Mr.Clean.
This week’s Ad of the Week winners both achieved their advertising goals using different methods. Pizza Hut wins the title of Category Overachiever this week for its ability to drive consumer Desire while Duracell’s ad earns high scores for its heartwarming, philanthropic message.
It’s fitting that right before Christmas, two holiday spots should rise above the rest for the second to last Ad of the Week of this year. Budweiser brought out the Clydesdales while Apple made another much-talked-about holiday-themed ad.
While common themes of philanthropy and seasonal stories certainly fill the Top 15 Holiday Ads list, an element of humor also brought a little chuckle to these extraordinary spots.
If you’ve been tuning in to some holiday advertising, there’s a catchy jingle going around—“’tis the season to buy a new car.” Indeed, the automotive industry is on a roll this year (pun intended). Many auto brands are already predicting sales of up to 17MM units.
This week, we take a break from holiday ads to showcase some winners that stood out for their product appeal. Amazon Fire TV’s latest spot earned the brand the title of Category Overachiever. Similarly, TrueCar rose to the occasion to earn the title Top Ace Score.
The YouTube Ad Leaderboard is a list we look forward to each month, and now with the 2014 totals in, we get to look and see where these spots excelled. This end-of-the-year top ads list is a testament to the importance of big, televised events for advertising with half the ads listed surrounding events like the Super Bowl, Olympics or the World Cup.
The holiday season has long been known for its philanthropic advertising; it’s the perfect time of year for brands to communicate to the public what they are doing to give back to the greater good.
Have you ever wanted to just strap pillows to your feet instead of putting on shoes for the day? Well, Skechers has created a product that will fulfill every kid’s pillow shoes dream. Meanwhile, Coca-Cola and Walmart debuted a co-branded holiday ad that reveals the true meaning of Christmas, earning the brands the highest Ace Score this week.
For this Throwback Thursday, we tested E.T.’s Atari holiday ad that provides a mixture of Christmas and alien, captivating many children during the time of its ‘80s debut. After testing the ad with 500+ of today’s consumers, the ad received a strong score of 598, which is 15% above the Video Games category average.
Just up the street from our own Corporate Headquarters, this week’s Category Overachiever goes to Silicon Valley-based Nest electronics for “Spycam”, having earned an Ace Score 625, 18% above the electronics category norm and the largest gap to norm of any ad to debut last week. Meanwhile Subway debuts a holiday themed, customer appreciation ad that earns the highest Ace Score of any to break last week.
MetLife has nearly been synonymous with the Peanuts characters for as long as many people can remember. While Charles Schulz created the Peanuts cartoon characters in 1950, it wasn’t until 1985 that MetLife adopted these characters for its advertising campaigns.
Nintendo aired its first holiday ad last week, highlighting Mario Kart 8 on the Wii U, earning the title of Category Overachiever this week. Meanwhile, Olive Garden wins the title of highest Ace Score this week for its ad, featuring its specialty dishes straight from Italy.
While many individuals have a seasonal rule of “no holiday music before Thanksgiving,” brands do not abide by such conditions. Sixty-three percent of new holiday ads include a jingle bell, snowy cymbal or some other sort of holiday twist on a popular song.
Insurance isn’t usually a category you think of when discussing holiday ads, and rightfully so. Nationwide just bucked the trend though, airing a new holiday ad that rises above the rest—its newest ad earns the title of Category Overachiever this week.
Whether you saw the original or Ellen DeGeneres’ version, you’re likely familiar with Viagra’s new ad featuring a much-talked-about female spokesperson. In general, Viagra ads do not perform particularly well from a general population Ace Score perspective.
Since many Americans headed to the polls on Tuesday, we decided to test out this classic and influential public service announcement for Throwback Thursday. Airing in 1971, the famous ad from Keep America Beautiful and Ad Council is known as “The Crying Indian.”
Do you suppose Halloween will ever be a big time advertising event worthy of inclusion in the “Holiday” season? Here’s a look at the few, random even, brands that chose to incorporate Halloween into their most recent new creative.
It’s a tough world out there for humorous ads. This week, that triumph goes to GrubHub who was able to make flying burritos funny while still informing consumers what its service does, winning the title of Category Overachiever. Meanwhile, Whole Foods won this week’s title of Top Ace Score.
In the early ‘70s, famous comedian Bill Cosby was hired to be the new spokesperson for Jell-O Pudding. Cosby and Jell-O have been connected for 40 years now, and this ad is a testament to his assistance in bringing the brand back to life.
Since assuming the role of Chief Product Officer at Ace Metrix back in April, I’ve only grown more energized by the company’s unique combination of powerful technology, rich quantitative and qualitative data, and the entrepreneurial spirit of continuous improvement. Now that I’ve acclimated to the Ace Metrix environment I’d like to briefly reflect back on what drew me here and to introduce the market to an exciting new product offering – Ace Metrix BRANDCOMPASS™.
For the first time in 2014, YouTube recently debuted its own national TV ads, with each ad focused on a different YouTube channel. Philips aired its first ad as well, with consumers awarding the ad an Ace Score above 700.
2013 was the biggest year in holiday advertising since we started tracking it in 2011. Will 2014 be another whiteout year? Looking forward to the end of December, we took a look back to make a few predictions on what the ads and data might look like this coming ho ho ho season.
This week’s throwback ad, “Skippy Hike,” stars Annette Funicello, a famous actress and singer of the time and a member of the Mickey Mouse Club as a child. Over three decades later and the ad still strikes a chord with today’s consumers.
Budweiser’s new ad wins it the title of Category Overachiever this week. Meanwhile, Nestle also baked some warm, fuzzy feelings into its new ad, earning the brand the highest Ace Score of any ad to debut last week.
As we enter another busy holiday season, let’s first take a look back at what creative power we saw between July and October. We gathered more than 750,000 responses, and another 450,000 qualitative voice of the consumer comments about the 1,500 new ads of Q3.
Google’s newest ad, “Okay Google,” focuses on the story of one group’s use of the voice search function to help plan the trip of a lifetime. TGI Fridays’ popularized Endless Apps promotion has been extended with the launch of its new ad “Better & Better.”
Each month the thinkwithGoogle site posts its YouTube Ads Leaderboard, which showcases the most creative ads that people choose to watch each month. Here are four of the most popular YouTube ads for August.
In 1993, the milk processors of California decided to donate a percentage of each gallon sold to promote milk consumption. Through this decision the “Got Milk?” slogan was born. That same year, the original Got Milk? ad, “Aaron Burr,” hit televisions across California and the nation.
Hot Wheels makes a second appearance on the Ad of the Week list, but for a different Hot Wheels product. Pillsbury’s winning ad gave viewers some helpful tips on how to make no-mess sloppy joes with Pillsbury Grand Biscuits
Can you count the number of attack ads targeting Apple that have debuted since Apple’s big event? Three. Two from Microsoft and one from Samsung. For those of us who are fanboys of the highly hyped tech brand, you might feel a bit bad for them.
Insurance companies have been tackling NFL Pros to appear in their season opener commercials. So far, USAA, Geico, State Farm and Nationwide have each debuted new creative featuring an NFL player.
You know a toy is cool when even adults, with no children, consider purchasing it. Mattel launched a new ad last week featuring its Hot Wheels RC Street Hawk. Meanwhile, IHOP shows off its new, scrumptious breakfast in the ad “Waffullicious.”
The NFL opening game last Thursday night was predicted by many reporters to be an event to watch, not just for the battle between the Packers and the Seahawks, but because they assumed advertisers would leverage the game to break new ads.
Winning this week’s title of Category Overachiever, Google’s new ad performs way better than “okay.” Boar’s Head also aired a top-performing ad this week, earning the highest Ace Score of all 134 ads to debut last week.
With September here, we thought we’d take a look back at some of the top ads with brand characters from the summer. Here’s a snapshot of the brand characters that performed best in this summer’s ads.
The Small Appliances category is home to a handful of brands selling coffee makers, blenders, vacuum cleaners and other household gadgets. The average Ace Score year-to-date among Small Appliance brands is 641, some 14% above the overall norm of 560 for all ads in the Ace Metrix database.
This week’s Category Overachieving ad features a classic, well-loved toy—Monopoly. owever, in a twist, this Monopoly board is one you can personalize to be your own. Marie Callender’s also focuses on one of its classics—frozen chicken dinners.
School started earlier this year – as did the ads. Ziploc kicked off the season a full two weeks ahead of last year’s start date with what turned out to be the third highest ad of the lot. Not only were ads earlier, they were more effective, and there were a lot more of them.
Hasbro’s new ad, promoting a new Transformer themed Mr. Potato Head, morphed into this week’s highest Ace Score compared to its category norm. Meanwhile, Outback aired a tasty ad that consumers took the the highest Ace Score of any ad to debut last week.
Olay took a common occurrence and made it into a relatable, likeable ad to debut during last week’s Teen Choice Awards, taking this week’s title of Category Overachiever. Meanwhile, Olive Garden wins over consumers with its latest promotional spot, which takes the highest Ace Score of all ads to debut last week.
For the second time this year, Walmart debuts a Discount Stores category winner to earn the title of Category Overacheiver for the week. Meanwhile, Perdue’s newest ad entered our database with the highest Ace Score of the nearly 100 ads to debut last week.
With the growth of online and digital video advertising, the playing field has been leveled in a lot of ways—tiny companies like GoldieBlox can play hardball with giants like Mattel. And, as such, there are some that have chosen to jump on the movement of “fempowerment” advertising.
Twix’s newest knee-slapper was relatable and delicious enough to score big with consumers last week, outperforming its category by 18% to earn the title of Category Overachiever. Baskin-Robbins’ “Celebrate 31” has the highest Ace Score of any new ad to debut last week.
Baskin-Robbins is on an unprecedented roll when it comes to television advertising, which is why we have selected them as our Brand to Watch this month. The brand has been a consumer favorite since it debuted the slogan “31 Flavors” in 1953, but its recent work is what has us all abuzz.
The Warc 100 list evaluates campaigns from around the world each year—using 75 different creative effectiveness and strategy awards—to compile a list of the smartest and most effective marketing campaigns.
Hulu seizes this week’s Category Overachiever title with its newest ad, which highlights the variety of content available to its streaming subscribers. Dyson showcased one of its flagship vacuums in a comparison commercial.
Sure there are still a handful of BBQs, pool parties and play dates left this summer but you and I both know Back to School is already upon us. Ziploc has beaten every brand to the punch, debuting its ad “Start the School Year Off Right” on June 21st.
Target is one of the first advertisers to air a Back to School spot this year, and its high scores show that Target must’ve done its homework. Likewise, Scott aired an informationally-rich ad to wipe out its competition, earning the highest Ace Score of any ad to debut last week.
Beer is one of the lowest scoring categories in the Ace Metrix database, ranked #25 out of the 33 categories that we track, according to the BLACKBOOK. Although some beer ads may appeal to broad audiences, the majority of the category’s ads are targeted to beer drinkers.
Thirty-five years after the original airing, the ad still resonates with viewers. We put it in front of 500 consumers and asked them to score the ad based on our algorithm to determine how effective the creative is today. Turns out, it is very effective.
The last match has been played. As we turn our attention to the next big ad event (Back to School anyone?), we thought we’d take one final look back at World Cup advertising and how it compared to this year’s other events and our expectations.
The Creative Arts Emmy Awards will take place on August 16, 2014. We’re a bit curious if just one Emmy will be awarded since it’s not clear from the Television Academy’s site, but we’re thrilled nonetheless to see this thin but thoughtful list posted.
With half of 2014 behind us, we celebrate the ads that stood apart from the pack – according to the more than 142,000 consumers who scored 1,566 ads that debuted on national television between April and July.
During the World Cup last week, Google debuted a new ad that reminded many Americans of their love for heart-wrenching, suspenseful and enchanting movies, music and games. Interestingly, the ad, “Play Your Heart Out,” is actually a modified version of Google Play’s December 2013 ad “Play From The Heart.”
This week America prepares to celebrate its independence – a holiday that reminds of us of our freedoms, our opportunities for prosperity, and our culture of defending the American dream. For some, a natural disaster (or major bad luck) can deflate that dream and challenge our perseverance. State Farm took :60 to remind us that we are not alone. State Farm “Names” earns the highest Ace Score and outperformed its competitive set the most of any ad to debut last week – thereby earning the rare double. Here’s how:
Real estate is one of the lightest volume categories in the Ace Metrix database, with just nine brands airing one or more unique ads since the beginning of 2013. Despite that, the Real Estate category is also home to some highly effective creative, embracing themes that are both pragmatic (finance) and emotional (family) to connect with its audience. Take a look at the most effective and most emotional ads of the Real Estate category.
This month, the Advertising community celebrated its art at the International Festival of Creativity – the Cannes Lions. We regularly follow and publish consumer data for YouTube’s monthly Leaderboards – which catalogue the most popular paid ads. This list however, was determined by applying the Leaderboard methodology to ads uploaded to YouTube during the Cannes submission period, March 1, 2013–April 30, 2014.
The lonely, lovable Maytag Repairman has undergone a major makeover this spring. Maytag debuted its first ad featuring the new (and hunkier) Maytag Man in early March with inspiring results. Consumers have scored each of its six new ads above an Ace Score of 600, an impressive feat.
Almost two generations later, Mr. Owl continues to delight consumers by answering the age-old question, “How many licks does it take to get to the Tootsie Roll center of a Tootsie Pop?” We asked 500 consumers to score Tootsie Roll’s 40-year-old ad across our modern-day metrics of Persuasion and Watchability.
In World Cup advertising, like in the game of soccer itself, it helps to pick your spots. Looking at data across 50 ads thus far this World Cup cycle we find that the effectiveness of the advertising is highly dependent on your passion for the game.
This is the week that creativity gets its proper due. But what about the other weeks of the year? It is our belief that creativity should be celebrated 24/7/365. It is, after all, the most important part of the advertising equation.
Everyone has had a catchy jingle stuck in his or her head, and whether you loved it or hated it, the fact is, you probably still remember it. One of the catchiest jingles from the 1990s came from the mint brand Mentos.
Picking the perfect gift for dad on Father’s Day has to be one of the most difficult tasks known to any child. To help you out, we’ve assembled a few suggestions based on the ads dads love.
In advertising, dads sometimes get a bum rap for being “dumb” or “bumbling.” While this theme is still present in some of the highest scoring commercials, we’re also seeing dads in the role of primary caregiver and even stay-at-home-father.
For this week’s throwback Thursday we tested Life cereal’s iconic “Mikey” ad with 500 consumers, balanced against age, gender and income. Not only is the ad exactly 40 years old, it claims a record for one the longest running ads of all time, spanning 1974 to 1986.
Progressive’s Flo took a toned-down approach to selling car insurance to earn the title of Category Overachiever. Likewise, Olive Garden whipped up a promotional spot for a truly mouthwatering Ace Score.
Call it serendipitous that we chose to have consumers rate this throwback commercial in the midst of Apple redefining what post-Jobs Apple looks like. This year marks the 30-year anniversary of Apple’s iconic Super Bowl ad “1984.”
During the first night of American Idol’s finale, Google debuted an ad that had Americans witness what were once awkward moments through the eyes of eager teens as they embark on new experiences. Meanwhile, Samsung aired the highest scoring ad of the week with an introduction to its new TV that has consumers craving curves.
There’s been quite a bit of talk lately on the topic of millennials—a generation of tech-infused, hipster juggernauts who are nearly impossible to target in advertising. Sorting through nearly 9,000 ads starting from the beginning of 2013, we found three creative nuggets worth exploring to see what types of creative work for this generation.
With kickoff in less than a month, FIFA Partner Coca-Cola and World Cup Sponsor Budweiser have already aired their first national ads for the World Cup. However, sponsors and sports brands aren’t the only companies to be pre-gaming for the World Cup; we’ve seen ads from Subway, Coors, Oberto Jerky and others.
Crafting a 0:15 or 0:30 spot to introduce a new product to consumers is no easy feat. Successful new product ads often demand high amounts of information while still delivering on attention and likability. Still, here in week 20, two brands deliver the goods with their product introductions.
This week’s throwback recalls the 1995 Super Bowl (Go Niners!) and one of the most prolific big game advertisers – Budweiser. Bud kicked off its 90′s reptile-themed campaign with the Budweiser frogs, and people haven’t forgotten.
It’s that time of year again. Spring is in the air, and home improvement ads are hitting the airwaves. The months of March through May are the peak season for ads from Lowe’s, Home Depot and other brands in the Home Improvement category.
It’s officially on in North Carolina. It’s been on for some time, but now that the prospect of a runoff for Thom Tillis is out of the way, the candidates can start to attack each other in earnest (to wit, Senate Majority PAC dropped two ads this morning).
With Mother’s Day fast approaching, we thought we’d mine the data to see which brands and ads are winning with moms so far this year. Based on moms’ favorite ads, we’ve come up with four last minute gift ideas.
Carnival, Princess and Celebrity Cruises have now pledged to spend more than $60 million in TV advertising. Our data indicates that now is a great time to get back in front of consumers with Cruise Line messaging.
Each month YouTube posts an Ads Leaderboard consisting of the ten most popular paid ads uploaded during the prior month. We like to take those pieces that are true ad creative and see how effective it is according to the general population.
Samsung’s much-anticipated release of the Galaxy S5 comes with a new ad and jaw-dropping Ace Score. In the process the ad earns the rare “double.” In yet another first for the esteemed marketer, it became the first brand to produce two scores north of 700.
It’s not often that the Dairy category churns up such a standout ad; but this week, Sargento brought a lot of cheddar to the category and in the process achieves a rare double winning both the Category Overachiever and Top Ace Score titles.
Twisted Tea’s newest ad is able to outshine in many components where its competitors fall short. Meanwhile, Olive Garden also debuted a stand-out ad last week. Its Buy One, Take One promotion has consumers thrilled about two nights of Italian for the price of one.
The Masters begins today. It is a rite of spring for the sporting public. There are but a handful of sponsors of this august golfing event – five to be specific – of which only three are Global Sponsors. IBM is one of those, alongside AT&T and Mercedes Benz.
The beer category is full of memorable ads and iconic imagery – among others, the Clydesdales, puppies, and the Most Interesting Man in the World. But beer is a polarizing category. Beer, and other alcoholic beverages, are a lifestyle choice.
Johnson & Johnson’s classic Band-Aid brand debuted a new ad last week featuring its catchy jingle.Outback also debuted a real high-scoring crowd-pleaser, leaving many consumers hungry from some steak and a good deal.
Wow. The first quarter of 2014 was nothing short of a blur (we have a long held affection for Q1). Between announcing Brand of the Year and Ad of the Year, scoring the Super Bowl, the Olympics, the Oscars and publishing the BLACKBOOK, it has been a high-speed race to the finish.
In keeping with March Madness, Enterprise (an Official Partner of NCAA) drops a 1-2-3-swoosh to delight its fans—who seems to be everywhere. Lysol also scores with consumers while introducing its new cleaning invention—the automatic toilet bowl cleaner, helping with the chore that everyone seems to hate.
Brick and mortar retailers continue to fight an uphill battle as shoppers are bombarded with more options, both online and in-stores. Few retailers, however, have had to overcome so many self-inflicted battles as JCPenney has over the last few years.
Nature Valley and Samsung demonstrated that a great ad, packed with Information can come in any size. Nature Valley debuted a 15-second spot while Samsung demonstrated how its multitasking tablet beats competitive devices and both ads blew away their category norms in terms of Information and Desire.
With the airing of the Big Game in early February, some brands got a boost for holding their ads until the day of the game. On the YouTube Ads Leaderboard for February were several Super Bowl ads as well as some viral branded prank ads – one of which from Chobani.
While we’ve already published the six Oscar ads that broke 600, two of those ads also win the title of this week’s Ad of the Week. During the night of the Academy Awards, both Google Play and Samsung debuted two longer format ads that celebrated our love for both technology and the movies.
We are delighted to announce the availability of the 2014 BLACKBOOK. Used by brands, creative agencies, media planners and press, the BLACKBOOK is more than just a ranking of 33 categories, 1,400 brands, based on 12,000 ads,1.2 million consumer opinions, and 3.5 million verbatim comments – it is a book of stories. What’s your story?
Much like the nominations themselves, there was quite a bit of diversity among the ads that aired for the first time during the Oscars this past weekend; but what were the ads’ one common intention? Capture the eyes of a female rich audience.
With nearly three million views on YouTube, Cover Girl’s newest, empowering ad, “Girls Can”, broke the 700 Ace Score barrier with female respondents, a first in the Cosmetics category.
And TGI Friday’s ad “New Burgers” now has the highest Casual Dining category Ace Score in the Ace Metrix database.
We don’t generally point to other people’s content on our blog for the simple reason that we have data coming out our ears over here. Still, the recent article “It’s Time To Fix Programatic Creative” by Mike Zeman, Director of North American Digital Marketing at Netflix, has us all talking.
Procter & Gamble was named the most effective Olympic Sponsor to advertise during the Games in terms of overall ad effectiveness for both its corporate branding efforts, which earned Gold, and several of its individual brands, including Febreze which earned the Silver. United Airlines took the Bronze for a series of Olympian-packed Team USA ads.
Jim Beam’s newest ad, featuring Mila Kunis, stays true to the popular bourbon brand while succeeding with a celebrity. Also standing-out this last week, Swiffer came with the highest Ace Score for a spot that was not only cheeky and humorous but also informational.
Quicken Loans debuted an entertaining ad this past week that was both relevant and attention grabbing for a variety of consumers. Meanwhile, IHOP aired a high scoring, scrumptious spot that tickled the tastebuds in no time at all.
Bacardi earned Brand of the Year honors with an average Ace Score of 509, which was 14 points higher than runner-up Smirnoff. Jack Daniel’s was third at 474. As with most categories, there was a fairly wide range from the top to the bottom of the list.
The Super Bowl may seem like a distant memory from yesteryear; but it was only last week! Microsoft and Budweiser, both of which didn’t just use excellent creative for the game but had superb creative given the landscape of ads in our database and ads airing over the last twelve months.
January proved to be the month of viral, pre-Super Bowl ad releases with eight of the YouTube Leaderboard Ads being created for the Super Bowl or being Super Bowl themed. Budweiser’s “Puppy Love” rolled-over for the number one place on the Leaderboards, as well as taking the second rank of all 2014 Super Bowl ads.
Despite a rather lackluster sporting event out on the field, the real game—the one in between the plays—was strong. Brands brought their A-game; and while not every brand walked away a winner, they each had their moment of fame as some 111 million Americans watched in anticipation.
Best Buy’s Blue Shirt Beta Test employee-centric approach was a winner last year, and so they’re continuing it this year – with similar success. Likewise, Longhorn Steakhouse is showing us the steak while also appealing to some of our other appetites.
Who doesn’t expect to see hilarious Super Bowl ads? But the twittersphere, media outlets and my own Facebook friends have expressed some disappointment over the lackluster, “boring” commercials of the 48th Big Game – a sentiment that might be further inflated by the disappointment over the competition on the field.
The Super Bowl is a common platform for which many brands invest in celebrity spots in an attempt to steal some of the spotlight from others doing the same. With the high priced stakes and extraordinarily captive audience, advertisers fall back to a common myth that their ad will be positively impacted by the inclusion of well-known icons – but does this ever work?
The results are in, and we’ve crunched the numbers. The first annual Ace Metrix Super Bowl Ad Contest received online entries from throughout the US. Our contest invited you, the TV ad-loving public, to predict the winners in 10 separate “Ad Showdowns”.
A growing population of Americans is watching the live stream of the game and brands are missing an opportunity to capitalize on this extended audience. We score all the broadcast ads from kickoff to the last seconds of the game, but we also watch the online version to see how brands are treating those fans.
Music’s biggest night proved to be a big night for advertisers as 28.5 million viewers tuned in – the second most-watched Grammys in twenty-one years. The unique ceremony included performances from a variety of stars and the weddings of 34 couples as well as some interesting choices from advertisers.
Why don’t celebrities bring their fame and fortune to the brands they endorse? The answer is complex and requires some pretty slick math to truly grasp, but the short answer is this; celebrities are often a poor fit for what they are endorsing and are often a weak substitute for better creative and more comprehensive testing of creative concepts.
Ore-Ida has been running their “Justice for Potatoes League” campaign for a while now, but their newest ad successfully implements a variety of creative elements. “Fresh Take On Ore Ida” takes place on a potato farm where several children go to learn how Ore-Ida fries are made.
It’s a brand new year. Second chances, resolutions and the joy of rehashing everything that happened in 2013 to complete your taxes. Tax season comes with a slew of new advertising creative to get you pumped up about filling out those forms.
Who doesn’t love Super Bowl ads – but what have we learned from the last 4 years of data collected? Allow us to share just a sliver of the insights we have gathered on this event – and download the infographic to be the smartest marketer in the room come Game Day.
Purell wins our Category Overachiever title this week for an ad with a solution to our seasonal, sniffle-filled germ problem. Meanwhile, Outback brings a little sizzle from the Australian heat wave, debuting an ad featuring juicy steaks, a promotion and a smidge of humor.
We don’t hear a lot about Office Depot in the retail category, but their new, techy ad campaign seems to be a real winner with consumers. Clorox also aired an ad this week that hit home with many consumers, especially this time of year when fighting cold and flu germs may feel like a parent’s full-time job.
The beginning of each year is a time for reflection and resolutions, which is the perfect pairing for our two Ads of the Week. Bing debuted a commercial last week that focuses on what women did to better 2013. Likewise Dole served up a fresh, juicy, high-scoring spot.
2013 is all but a fading memory, captured somewhat by Google’s “Here’s to 2013″ – the Top Ad of the Year. We took more than 6,400 ads scored this year and determined which brands complete set of new creative gave them the steam to rise to the top of their categories.
After scoring over 6,400 ads in 2013, there may not be a better way to end the year than with Google’s newest ad that recaps 2013 with the use of its notorious search engine. “Google Zeitgeist: Here’s to 2013” boils down the year into a :90 spot highlighting all the things consumers searched for – then likely watched, loved, cried for and shared.
With Christmas day coming fast, weary holiday shoppers are turning to quick-and-easy solutions. This week, Best Buy tops all other retailers in its category by introducing last-minute gifters to the idea of online ordering with in-store pick up. Meanwhile Pizza Hut seduces us with cheesy images of holiday decorations and delicious pizza.
We know a little about Holiday advertising. For the past three years we have tracked the best creative as attentively as a child tracks Santa progress on www.noradsanta.org. Each year seems to present its own themes and this is no different. 2012 was about tools and finding the perfect gift while 2011 was the year for technology.
Apple jumped into the holiday advertising fray on Monday with their 1:30-long spot “The Harris’ Holiday”. The ad features a typical, disinterested teenage boy arriving to celebrate Christmas with his large extended family. The boy seemingly trudges through the holiday traditions, with his face buried in his phone—presumably texting, crushing candy or Snapchatting. But, as many holiday spots do, this one ends with a sentimental holiday twist
With a blizzard of holiday advertising hitting our systems like an old fashioned nor’easter, we’re excited to see some variation this week in our AOTW winners. For week 50′s Category Overachiever we get, gasp, a non-holiday piece from Herbal Essences. The top scoring ad, however, is a more seasonally appropriate jolly-hyped Christmas conference from Samsung.
Fast casuals have been a growing sector of the QSR and Casual Dining category for more than a decade now. Panera Bread, our brand to watch for December, is taking Fast Casual to primetime, with seven spots airing so far in 2013 and more than $28 million in national TV spending.
Currently, Walmart not only has the most holiday ads to debut so far this year, but they are also now topping many of our lists with this heartfelt spot that aired for the first time last week. This spot’s theme of giving back is not a new one for this season’s Ads of the Week. We have already seen top, philanthropic-themed ads from Khol’s “Christmas Surprise” and Duracell’s “Very Special Batteries”
While we wait until after the year is over to announce our Ad of the Year and runner-ups, we always enjoy the end of the year list making as it allows us to compare some highly informed and distinguished industry insiders with our demographically balanced sample of everyday American television viewers.
Last week was one of the biggest weeks in retail, so it is only fitting that electronics and appliance retailer h.h. gregg earn this week’s title of Category Overachiever. This week Duracell has managed to take all of the holiday essentials and fit them into a winning 30-second spot. “Very Special Batteries” debuted last week with an Ace Score of 658, which not only makes it the highest scoring Ad of the Week but also the #1 rated holiday ad to debut so far.
Dick’s Sporting Goods comes out of the Olympic gates at full speed with an Ace Score of 607, which is 24.2% above the Other Stores – Retail Category average. On the thirty-seventh day before Christmas, the United States Postal Service aired one catchy spot, which earned it the highest Ace Score of any ad to debut last week. With a score of 653, it burned the chances for another high-scoring Pillsbury ad to take the spotlight.
Red Herring has recognized us on their Top 100 Global list – a compilation of the most compelling and promising companies across the globe. This further distinction signifies the Company’s current successes as well as its potential as a global game-changer in the marketing and advertising world.
Kohl’s “Christmas Surprise” reminds us what this season is all about, which is why it earned an impressive Ace Score of 639, 23.7% above the Department Store category norm. Ziploc’s timely, new spot “Redesigning The Way We Store Food” debuted last week and entered our analytics platform with an Ace Score of 659, spoiling the chances for the other 96 ads that aired.
Many can create one good ad – but worth noting are the brands that deliver consistently effective creative throughout the year. We’ve just published the 2013 Brand of the Year Watch List – the top five brands leading their highly competitive categories.
The YouTube Leaderboard consists of the ten most popular paid ads uploaded during the prior month. YouTube views are inherently self selected – meaning those people chose to watch it. To be among the top ten of all ads viewed online in a month is a great achievement and speaks to the ability for that ad to resonate with a particular audience.
As we enter the holiday shopping season, the obvious choice for a brand to watch is a retailer. The question really becomes which retailer. As we sat around the table debating, the data kept pointing us toward Best Buy – and for good reason.
Returning to the top of our Category Overachiever list for the second week in a row is Xbox with “Jennifer’s Turn”. And, in an Ace Metrix first, there is a three-way tie for Top Ace Score. Of the more than 90 ads to debut last week, Hillshire Farm’s “Making It Remarkable”, Lysol’s “Time to Change the Way We Clean” and IHOP’s “Holiday Meal” each came in with an Ace Score of 654.
We’re pretty excited about the latest version of our iPad application. We already thought our iPad app was sweet, but this release is truly something special. Imagine having the latest data on your ads and your competitors at your fingertips.
With the opening ceremony for the Sochi 2014 Winter Olympics less than three months away, we’re already beginning to see some early Olympic-themed advertising on national TV. The London Olympics provided some interesting lessons on the effectiveness of Olympic-themed advertising.
The Xbox One’s debut commercial has been making headlines since it was first released—and for good reason. “The Invitation” is this week’s Category Overachiever, scoring 27% higher than the average for Consoles and Video Games. Pillsbury debuted “Make The Holidays Pop” to roll out its holiday ad campaign with an Ace Score of 655.
Samsung phoned in for a double win this week. “Do More With Ease” is both the highest scoring and best performing ad in its category of all 81 ads to have debuted last week. With an Ace Score of 672, 25.3% above the Mobile Device category norm, this spot continues to showcase Samsung’s extraordinary product demonstration advertising skills.
Humor is one of the most utilized weapons in advertising, yet our data repeatedly shows that humor alone does not guarantee an effective ad. Which brands are bucking this trend with the funniest ads of the year that are, for the most part, also effective?
Verizon Wireless dialed the winning number this week; “How It’s Built Matters” wins the title of Category Overachiever with an Ace Score 22.7% above the Telecom Services category norm. Swooping in with the highest Ace Score this week is Southwest’s “No Charge For Bags” with an Ace Score of 635.
There’s been a lot going on in Redmond lately. In recent months, Microsoft has refreshed its line of Surface tablets, announced the Xbox One, updated Windows 8 (welcome back, Start button), and inked a deal to acquire Nokia.
The YouTube Leaderboard consists of the ten most popular paid ads uploaded during the prior month. YouTube views are inherently self selected – meaning those people chose to watch it. To be among the top ten of all ads viewed online in … Continue reading
We knew this spot, “Science Reality” and its sister “It’s Finally Here” were special when we saw them enter the Ace Metrix LIVE platform last week just after they broke on television, although we never know what the week’s competition will hold. So, we posted a detailed piece on these new Galaxy Gear Watch ads late last week. Low and behold the “Science Reality” outperformed all of the 99 ads to break last week.
I am headed to Dallas this week to speak at the Corporate Researchers Conference with Bob Gannon, the VP of Marketing Strategy and Insights at Ruby Tuesday. This is my first CRC event and I feel pretty fortunate to share the stage with a market research pro like Bob.
The media is all aflutter with the latest Samsung Galaxy Gear Watch ads and with this new product launch comes a new campaign approach. Samsung has become a master at delighting consumers via clever ads that introduce the latest innovations, whether it be refrigerators, mobile devices or televisions.
Buckle your seatbelt, this week’s winning ad with the highest percentage gap from its category norm is the good, ol’, reliable Toyota Camry with “What A Ride”. And Olive Garden’s latest winner, “Take It For Later”, is a recipe for success.
Maybe more than you think. Guinness rolled out the top performing ad of the third quarter with their ode to friendship – outshining the beer category competitors (and there are a lot of them) by nearly 30%. Dawn reminded us of our responsibility to our furrier friends and earned the highest scoring ad out of 1575 ads to debut since July 1st. More of those winners and their striking similarities and creative differences…
Six weeks ago, Microsoft topped our charts with the highest Ace Score of week 34; this week, Microsoft scrolls to the top again, outshining the rest of the software category by 17.4%. We get a tie here in week 39 with Kerrygold’s “Simply Made For Butter” and United’s “Built Around You” for highest Ace Score.
K-Mart’s holiday ad this year appeared nearly a month ahead of last year’s first jingle bell. So to kick it off, and get us feeling the spirit of the season, we got to thinking about what this year’s holiday advertisers might be working up.
Car rental ads don’t usually show up on the podium, but Enterprise’s new car sharing ad was a significant departure from the standard “skip the line” ad and resulted in a 16.6% gap to the rest of the Car Rental category. From an Ace Score perspective, we have another winner from Samsung’s line of television. Ad of the Week aficionados will recall that Samsung’s TV division still holds the distinction of having the only ad to break 700.
The YouTube Leaderboard consists of the ten most popular paid ads uploaded during the prior month. We’ve taken a look at those most engaging ads of the month and revealed their Ace Scores and components, providing insight into how these ads appeal to the general population and television audiences.
For the third time in three months, Netflix is Ace Metrix Ad of the Week winner for their spot “TV Series”. The spot earned a 592 Ace Score, propelling it 25.2% above the twelve month category norm. Their win comes in the same week that analysts predict the video service will double their streaming subscriber base to 40 million by 2015 as well as the first time Netflix has won Primetime Emmy awards for its original programming.
Guinness bucked the Beer Industry advertising trend of women, stunts, spousal misunderstanding and all things macho to put out a spot that is heartwarming and honest, and viewers responded by giving it a score high enough to win Ace Metrix Ad of the Week. “Friendship :60” earned an Ace Score of 622, 29% higher than the Beer category twelve month average and beat over 145 ads to win the honor.
This year’s Back to School season drew 55 ads from 24 brands across 13 categories. While the overall ad volume was down about 11% over 2012, this season saw some new brands in attendance and some dropouts. Unsurprisingly, retail represents nearly 82% of the volume, split among department stores, discount stores, online and other (tech, office supplies, specialty shops, etc.)
I read a piece on Business Insider today that captured the 21 Rules for Spies as tweeted by John Schindler, a National Security Agency veteran and now a professor at the Naval War College. The tweets are well worth the jump but it begs a question we ask around here all the time: Why aren’t more companies actively evaluating their competitor’s strategies?
Challenger brands have been around since the advent of market share – and so has advertising that tries to take down the market leader a peg or two through subtle and not-so-subtle comparisons. While the average consumers sees these ads across each and every category – in recent months the spotlight has been on technology where Microsoft, Apple, Samsung, T-Mobile, AT&T and Google are engaged in a dance that is sometimes resonant and other times awkward. Much of it is centered around the mobile phone category (shown below) but it extends to the search engine category as well.
IKEA takes home the prize this week for beating the twelve month category norm by 19.2%. It was a strong week for creative, with Wrigley’s Extra gum putting out a :60 spot 14.2% higher than the Candy & Gum twelve month average and the highest Ace Score for the week on an absolute basis. An honorable shout out to Nike 1:30 spot scored 12.9% above their peers.
Infiniti took the double in week 34, topping the charts on both a relative and absolute basis, beating the Luxury Auto twelve month average by 17.4% with its 633 Ace Score. This is the first Ad of the Week win for the brand in 2013.
The YouTube Leaderboard consists of the ten most popular paid ads uploaded during the prior month. We’ve shared the Ace Scores and some particular insights for each of these ads. Leaderboard brands include: Dove, Honda, Samsung, Footlocker with Reebok, Qualcomm, K-Mart and YouTube themselves…
Mastercard has scored Ad of the Week honors with “Saying Thank You” which touts their fundraising efforts with Stand Up to Cancer. The spot scored an impressive 598, 19.9% higher than the twelve month credit card norm. It was also third overall on an absolute basis, a tough task when your main competitors are a restaurant and new technology.
A recent decision from Jenny Craig to scale back the use of celebrities in their ads has been a hot topic in the media and after several requests to weigh in on the topic, we thought it was good time to refresh your memory on the inherent risks associated with including and creating ad campaigns around celebrities.
After narrowly missing Ad of the Week first place honors last week, Best Buy turned in an exceptional performance with their Back to School spot “Rep Rates” which beat the twelve month Other Stores norm by nearly 21%. “Rep Rates” 603 Ace Score is not only 226 points higher than the category norm but is the number three spot for Best Buy in the last year and in the top ten all time for the brand.
For the second time in three weeks Netflix has topped the Ad of the Week list with their spot “1 Month Free”, narrowly beating out Best Buy’s “Dreams.” Living up to its Brand to Watch status, Netflix’s spot scored a 562, 17.61% better than the Websites twelve month category norm. “Dreams” scored a 574, 17.05% better than the Other Stores category norm, putting Best Buy at the top of Ad of the Week for the first time since 2011. The Back to School season started in early July, but this Best Buy spot is the first to top the Ad of the Week charts so far.
The past couple of years have been a rollercoaster for Netflix, the online streaming and DVD home-delivery juggernaut. But while their business model has had its ups and downs, one thing has done consistently well – their advertising. The cross-category average Ace Score of the nearly 7,000 ads we’ve tested in the last 12 months is 519. Netflix’s 12 month average Ace Score beats that overall average by 26 points (or 5%) in a very competitive Websites category that houses huge brands like Google, Overstock.com, Bing and more.
When we changed our methodology for Ad of the Week we knew there would be days like this – days where we announce an ad that doesn’t break 500. But it is that kind of week in the advertising world and this is the best new ad when looked at in terms of gap to category norm. The Financial services category doesn’t post up in the winner circle too often but Quicken scored 10.5% higher than the Mortgage category norm allowing it to grab the honors.
Today’s growing US Hispanic market is a fascinating place. On the one hand, traditional values abound, on the other, we find a dynamic and tech-savvy segment of the population. This multi-faceted combination creates a mosaic that is at once both beautiful and confusing. Marketers are justifiably keen on leveraging both English and Spanish language ads to reach and connect with this rapidly growing segment of the population.
It may be the middle of summer but Back to School is just around the corner. Here at Ace Metrix, we capture every national television ad, every day, across 85 categories. So for seasonal events like this one, we offer a great opportunity for advertisers to take our 30,000-ad strong cross-category Ace Metrix LIVE™ platform for a spin. Some high level insight from last year – we saw just over 60 back to school ads with most of them from Retail. The highest scoring ad was “Officially Schooled” from Target and five of the top ten ads were philanthropy themed.
As the preeminent purveyor of advertising effectiveness data we get involved with some very interesting projects – both with our clients and with other organizations. Still, we have a particularly special place in our hearts when it comes to our partnership with TED and YouTube on the “Ads Worth Spreading” project.
Another first time Ad of the Week winner, Netflix tops this week’s list with their Netflix Kids ad “Cool Place,” which scored top quintile for Websites and 14.5% above the 90-day category norm. Netflix is no stranger to our lists as they were given Ad of the Quarter honors with “Watched Ahead” (watch it here). The ad garnered high Desire, Change and Likeability scores well above their respective norms.
The YouTube Leaderboard consists of the ten most popular paid ads uploaded during the prior month. YouTube views are inherently self selected – meaning those people chose to watch it. To be among the top ten of all ads viewed online in a month is a great achievement and speaks to the ability for that ad to resonate with a particular audience.
The Emmy’s Nominees have been announced for the upcoming show in September. Four ads have been nominated for Outstanding Commercial from brand juggernauts Canon, Nike, Google and Grey Poupon. Previous winners include Procter & Gamble’s Olympic ad “Best Job,” Chrysler’s “Born of Fire” and Old Spice’s “The Man Your Man Could Smell Like.” This prestigious award holds value for the production company and advertising agency, as well as the brand itself. This year, four outstanding ads vie for the Emmy and here at Ace Metrix, we have them all scored.
At the end of May, Cheerios aired what turned into a very controversial ad because of the interracial couple featured in the spot. Though the ad was made with the tried and true Cheerios ad recipe, simple and touching, viewers on YouTube couldn’t help but stir up a frenzy. Their latest ad is a subtle reminder that the brand is and always has been about simple, everyday moments in which anyone can relate.
First time winner of the Ad of the Week honors Reebok shows us that it’s ready to take on anything with its top quintile ad “Be Ready” (Ace Score 559). Likeability, Attention, Desire and Relevance all scored well above norm, boosting the Persuasion element. This ad scored 20.9% higher than the 12-month Footwear category norm, making it a possible contender for the Q3 Ad of the Quarter.
Remember the Trix Rabbit and Smokey the Bear? Sure you do. Animated ads have long been a staple of children’s TV. But the format is used much more sparingly among ads targeted at a broader audience. We reviewed data from more than 12,000 ads that aired over the past two years. Among these, we identified 209 (1.7%) that are fully animated, spanning categories as diverse as Investments, Car Rental, Footwear and, of course, Video Games.
As our company continues to grow, so does our list of accolades. This month, we were given the high esteem of being included in the AlwaysOn Global 250 Companies to Watch list, signifying our leadership among peers and game-changing approaches … Continue reading
Another first time winner and philanthropic ad tops the list this week: Jos A. Bank’s “Well Suited Partners” offers a free suit to a returning soldier for every suit purchased. This upper quintile ad scored 22.7% higher than the Other Stores category norm, the highest percentage gap to norm for the week of June 29 – July 5 and is the highest scoring Jos A. Bank we’ve seen.
Dawn’s latest ad “Saving Animals from Oil Spills” achieved an Ace Score of 685, 20.6 percent above the Cleaners category twelve-month norm, earning 6th place on the Most Effective Ads of Q2 list. Further, Dawn’s 685 score is the highest score of the nearly 1,400 ads scored this quarter.
The second quarter has come to an end and that means our hats are off to the ten most effective ads of the quarter. This quarter marks the first in which we award these Top Dogs based not on their ability to garner the highest score, but rather their ability to rise above the competition within their own category.
For the first time in 2013, Target grabs the Ad of the Week honors with its brand new cause-related campaign for back-to-college, “A Great Thing: Kate” (Ace Score: 636). This ad marks a huge transition for the brand not only with the way it scored with consumers, but also in the way that Target has promoted this partnership with FEED, an organization that builds a set donation into the cost of each of their products.
Appearing for the first time on our Ad of the Week list, Petsmart’s jumps to the top of the list with “Toys for Everyone,” just edging out Freshpet’s “Farmed Here in the USA” with a 15.5% gap to category norm. The ad scored particularly high in Likeability, Attention and Relevance as seen in the image below.
Another emotional ad tops our Ad of the Week list, this time with a montage of Father’s Day memories from Bass Pro Shops. “Great Savings” came in 14% higher than the Other Stores category norm and has an Ace Score of 564, still in the top quintile for the category. Unsurprisingly, viewers reacted emotionally, giving the ad an Emotional Sentiment Index score of 55, much higher than 47 for the category.
The shortlist is out for the Creative Effectiveness Lions at Cannes and it is an international affair. The US has a third of the shortlist but the UK and Australia sport two apiece and with the rest spread across Europe and New Zealand. Latin America is conspicuously absent.
The list reflects the trend toward multiplatform, immersive engagements that we saw starting in last year’s shortlist. Interestingly, there is one TEDx “Ads Worth Spreading” campaign (Prudential’s Day One Campaign) in the list and one repeat applicant (Small Business Saturday from American Express).
The YouTube Leaderboard consists of the ten most popular paid ads uploaded during the prior month. YouTube views are inherently self selected – meaning those people chose to watch it. To be among the top ten of all ads viewed online in a month is a great achievement and speaks to the ability for that ad to resonate with a particular audience.
Many in the advertising will turn their attention to Cannes over the next week for the 60th Annual Festival of Creativity. While the advertising industry is not short on awards, this one is admittedly special. It launches, defines and caps careers. It serves as the annual “table” for advertising holding companies with regard to creative prowess (congrats to WPP who is the defending champion in this regard).
In the wake of Moore, Oklahoma’s devastating tornado, Procter & Gamble’s Duracell brand began a relief a campaign called Power Forward, which brought personal power, charging stations and internet connection to the victims. Their ad “Restoring Power to Lives,” which aired on 6/5, features real images of the destruction and its victims.
Late last week someone on my team gave me a heads up on the Cheerios ad featuring an inter-racial couple that was generating some buzz. My sense was the story wouldn’t make it through the weekend given the data we had on the ads- yet it’s still in the news today. Here’s how the ads did among a true representative sample of 1,000 US viewers.
For the first time in Ad of the Week history, Adidas tops the list with its innovative ad “Change,” which scored 15.2% higher than the Footwear category norm. Not only is this a huge milestone for Adidas, but also for the Footwear category in that this is the first ad from the category to make the top of the list in the last 3 years. This spot demonstrates the benefits of the “Adidas Boost” technology that helps cushion the impact for runners. The Information and Desire component scores had the highest score gap to the norm, followed by Relevance.
This month we were honored to join the ranks of prominent past Red Herring 100 North America winners such as Yahoo!, Google, Skype, Salesforce.com and YouTube. This prestigious list honors the year’s most promising private technology firms in the North America region.
And what better way to top off the week, than with Reddi-Wip’s Whipped Topping. Continuing the trend of health-conscious Ad of the Week winners, Reddi-Wip’s “Work It :30” scored 16% higher than the 12-month category norm of 544, the highest for the week of May 18-24, 2013 (Ace Score: 631). The ad features two women after a grueling workout putting Reddi-Wip on a bowl of strawberries, explaining that it only has 15 calories per serving. This is the second Staples category ad on the Ad of the Week list (Cool Whip Frosting’s “Mistreated and Hurt” won Ad of the Quarter) and the sixth health-themed AOTW winner in 2013 alone. In terms of component scores, this spot earned high Information, Relevance and Desire scores.
For the first time in Ad of the Week history, a meat brand, Perdue, wins the prestigious title. Not only does Perdue win, they win by a landslide with their animated ad, “Jim Perdue: You Are What You Eat” (Ace Score: 646). Jim Perdue tells us that his chickens are fed a 100% vegetarian diet as opposed to other brands that inject hormones and other unsavory items into their meat.
While much has been written on the death of television during the upfronts this week, the fact remains that even the lightest of television viewers consume more than twice what the average Internet consumer uses. The average television watcher, on the other hand, consumes closer to 35x that of the average Internet video consumer. Let that sink in – 35x.
Interesting post on AdWeek yesterday poses the question – Which brand turns people off in an Ad Smackdown: Facebook vs Google. We have these, along with many others from both brands – and here’s how one thousand consumers across the nation scored them.
Scotch-Brite, the “Cleaners” division of Scotch, has won Week 18′s Ad of the Week. Every gender/age break scored the ad above norm except males 50 , but it was females 50 who scored the ad highest, especially in terms of Desire, which was 30% above the norm for that component.
“The Listener: Heather Green,” flawlessly incorporates humor and customer relations into the introduction of their new product, the Stay Clean Scrubber Sponge – a sponge without pores that prevents trapped food (Ace Score: 629).
Are Taylor Swift or Beyoncé making a difference in the minds of consumers as Diet Coke and Pepsi’s respective brand ambassadors? Not so much… unless you’re of a certain age. The truth is, the ads starring these stars are highly polarizing—and maybe that’s just what the soda makers are going for. Beyoncé’s “Mirrors” ad for Pepsi scored just at norm with an Ace Score of 510, but killed it with women aged 16-20. But aside from men 36-49, men were not terribly impressed.
TV is an effective medium for reaching a broad audience. Ninety-seven percent of households in the US have at least one TV, and 84% of households have more than one TV. To put it mildly, advertisers can reach a mass market through television, but it’s not always a targeted audience. When the TV is on, the family gathers around. In addition, programs that have wide appeal to males will also attract a large audience of females, and vice versa. For example, the TV audience for college football is 61% male – a heavy skew, but still 39% female.
The latest Window’s phone ad “Come Together” broke this week and has us all talking. Packed with insults for each of the popular mobile phone loyalists, the ad is the third in a winning streak for Windows. Two other ads released in late March round out three of the top five performing ads of the year so far in this fiercely competitive category.
Is your research vendor still selling you a product from the 70’s? Back when technology was shifting from mainframes to PC’s and servers, many companies were still selling expensive mainframes and lucrative maintenance contracts to their customers, despite the fact … Continue reading
Just in time for summer, Hershey’s wins Ad of the Week with their fun s’mores ad “Pure Chocolate Goodness” (Ace Score: 628). The catchy music and the ad’s exciting energy both resonated with viewers. This is the first Candies & Snacks ad to appear in the Ad of the Week this year and only the sixth :15 to win since the beginning of 2012.
We often get asked why our scores matter when an ad has become a viral hit. The answer, as many marketers know, is that popularity does not necessarily equal effectiveness in the video ad business. Plenty of YouTube successes have gotten tens of millions of views from specific audiences while alienating others (see Mercedes Super Bowl teaser). Polarity tends to result in lower Ace Scores. Brands that can achieve the elusive viral hit while reaching their messaging goals are in a position to earn a much greater return.
In all my years of web and advertising analytics, I have never heard the phrase “placement is king.” I haven’t heard the phrase “targeting is king” either, come to think of it. Content is STILL King especially when it comes to ads. It was true before the Internet, in the early days of the web, and even more important now with new video and mobile content platforms.
Luxury Automotive maker, Mercedes-Benz, takes home the prize this week with the innovative new ad, “Like A Human” (Ace Score: 639). Mercedes demonstrates a safety feature of their newest vehicle, which can detect objects in front of it and automatically brake in the event that the driver isn’t quick enough. Interestingly enough, this is not the first automotive ad featuring product innovation to make our Ad of the Week list. Buick’s “Be Ready” from this year and Ford’s “One Foot Forward,” 2012 Ad of the Year winner, precede Mercedes with this accolade.
Creative Rules. That’s not to say that we are publishing a list of do’s and don’ts. While we think our opinions are well informed and often delightfully entertaining, we are not in the business of professing rules – rather, we believe that the creative is the one element of the advertising ecosystem that truly impacts every other element. We regularly dive deeply into the characteristics and attributes of today’s great creative and discern what’s trending among the advertisers, the advertisements and the people they are meant for – and sometimes not meant for – shining a light on creative that breaks rules, makes rules and otherwise stands apart from the pack.
One of the things that makes the advertising business so unique is that it is fundamentally premised on creating exceptions. Most businesses want to eliminate exceptions, Advertising wins awards for it. Exceptions to the ordinary, the common, the mundane.
So much time and effort is directed at media planning, audience composition, targeting and media weight – but they ignore the fact that creative is almost always the element that balances the equation.