Baskin-Robbins Scoops Up Brand to Watch

BaskinRobbins-featuredimg Posted on August 4, 2014 by Jonathan Symonds

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.

Google Plays Its Heart Out to Win Ad of the Week

AOTW_featuredimg Posted on July 8, 2014 by Kristine Lyng

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.”

State Farm Names Itself a Force of Nature

AOTWfeaturedimg Posted on July 2, 2014 by Gloria Consola

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 Ads Hit Home with Family Themed, Emotional Creative

Screen Shot 2014-07-01 at 4.49.34 PM Posted on July 1, 2014 by Craig Wood

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.

YouTube Ad Leaderboard: Cannes 2014

YTCannes Posted on June 30, 2014 by Gloria Consola

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.

Brand to Watch: Maytag Man Makes Appliances Manly

BTW_Maytag_featuredimg Posted on June 27, 2014 by Kristine Lyng

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.

The Heart of a Lion

Cannes_featuredimg Posted on June 12, 2014 by Jonathan Symonds

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.

Mentos Jingle Still Fresh in Consumers’ Minds

Mentos_featuredimg by Parker Phillips

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.

A Life Lesson for Advertisers

TBT_Life_featuredimg Posted on June 5, 2014 by Parker Phillips

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.

Top Ads Offer Con-GRAD-ulations and Curve Appeal

AOTW_featuredimg Posted on May 28, 2014 by Kristine Lyng

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.

3 Television Advertising Techniques to Grab Millennials’ Attention

Millennials_featuredimg Posted on May 27, 2014 by Kristine Lyng

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.

Budweiser Frogs Bring Back Memories

Budweiser_tbtimg Posted on May 15, 2014 by Jeff Stewart

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.

Let the Games Begin in North Carolina

PoliticalNC_featuredimg Posted on May 13, 2014 by Jonathan Symonds

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).

Sargento’s Freshest Ad Makes Consumers Melt

aotw-featuredimg Posted on April 23, 2014 by Kristine Lyng

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.

Brand to Watch: JCPenney

JCP_featuredimg Posted on March 20, 2014 by Susie Graham

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.

The Ace Metrix BLACKBOOK: Stories Live Here

BLACKBOOK_featuredimg Posted on March 11, 2014 by Jonathan Symonds

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?

P&G and United Airlines are the Most Effective Winter Olympic Sponsors

PG_olympicfeaturedimg Posted on February 26, 2014 by Gloria Consola

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.

Ace Scores for YouTube’s Ads Leaderboard January 2014

Jan2014_featuredimg Posted on February 10, 2014 by Kristine Lyng

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.

Celeb Super Bowl ads that made the A-List vs the C-List

Celebs_SB Posted on February 4, 2014 by Gloria Consola

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?

Online Super Bowl: 3 Lessons for Advertisers

Google_featuredimg Posted on February 3, 2014 by Susie Graham

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.

Does Fame Bring Fortune? Not Often For Advertisers

Celebrity_featuredimg Posted on January 28, 2014 by Jonathan Symonds

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.

Office Depot Refreshes Its Brand with a Techy Spin While Clorox Fights to Keep Germs at Bay

OfficeDepot_featuredImg4 Posted on January 14, 2014 by Kristine Lyng

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.

These are the Top Brands of 2013

AOTYBOTY_featureimg Posted on January 7, 2014 by Jonathan Symonds

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.

Top Ad of 2013

TopAdFeatureImg by Jonathan Symonds

The Ad of the Year is awarded to the spot that most outscores its twelve month category average. “Here’s to 2013” beat the Websites category average by 46%, leaving the competition in the dust.

Ad of the Week: Google’s “Google Zeitgeist: Here’s to 2013”

12.21 Posted on December 31, 2013 by Kristine Lyng

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.

Ads of the Week: Best Buy’s “That Night” & Pizza Hut’s “All Hail Andy”

12.14 Posted on December 24, 2013 by Kristine Lyng

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.

More Nice, Less Naughty – Key Learnings this Holiday

HolidayBlog_featureimg Posted on December 19, 2013 by Gloria Consola

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.

Teenage Boy Stuns Everyone—Loves His Family

Apple_featureimg Posted on December 18, 2013 by Susie Graham

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

Ads of the Week: Herbal Essences’ “Time to Expose Yourself” & Samsung’s “It’s A Miracle”

10.7 Posted on December 17, 2013 by Kristine Lyng

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.

Ad of the Week: Walmart’s “Christmas Magic”

11.30 by Kristine Lyng

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”

Adweek 10 Best Ads of 2013 List

Volvo_featuredimg Posted on December 10, 2013 by Jonathan Symonds

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.

Ads of the Week: h.h. gregg’s “Black Friday Weekend” & Duracell’s “Very Special Batteries”

hhgregg_featureimg Posted on December 4, 2013 by Kristine Lyng

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.

Ads of the Week: Dick’s Sporting Goods “Under Armour’s Job” & USPS “Holiday Delivering”

11.16 Posted on November 26, 2013 by Kristine Lyng

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.

Ads of the Week: Kohl’s “Christmas Surprise” & Ziploc’s “Redesigning The Way We Store Food”

11.9 Posted on November 19, 2013 by Kristine Lyng

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.

Ace Scores for YouTube’s Ads Leaderboard October 2013

Screen Shot 2013-10-11 at 2.04.49 PM Posted on November 18, 2013 by Gloria Consola

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.

Brand to Watch: Best Buy

BestBuy_featureimg Posted on November 14, 2013 by Jonathan Symonds

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.

Ads of the Week: Xbox, Lysol, Hillshire and IHOP

11.2 Posted on November 13, 2013 by Kristine Lyng

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.

Countdown to Sochi

OlympicsFeatureImg Posted on November 8, 2013 by Craig Wood

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.

Ads of the Week: Xbox “The Invitation” & Pillsbury “Make The Holidays Pop”

xbox_aotw Posted on November 6, 2013 by Kristine Lyng

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.

Ad of the Week: Samsung “Do More With Ease”

10.19 Posted on October 30, 2013 by Kristine Lyng

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.

Things That Make You Go LOL

Carousel_FunnyfeatruedImg2 Posted on October 23, 2013 by Craig Wood

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?

Ads of the Week: Verizon and Southwest

testdroid Posted on October 22, 2013 by Kristine Lyng

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.

Brand to Watch: Microsoft

microsoft-surface-tablet-windows-8-ad-commercial Posted on October 21, 2013 by Craig Wood

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.

Ad of the Week: Samsung “Science Reality”

sciencereality_aotw by Kristine Lyng

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.

Smart Spots for the Smart Watch

Screen Shot 2013-10-11 at 2.04.49 PM Posted on October 11, 2013 by Gloria Consola

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.

What Do Beer and Ducks Have in Common?

DawnDuck Posted on October 3, 2013 by Gloria Consola

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…

Ads of the Week: Microsoft, Kerrygold and United

9.21 Posted on October 1, 2013 by Kristine Lyng

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.

Top 5 Questions Around the Holiday Season

Christmas baubles Posted on September 27, 2013 by Gloria Consola

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.

Ads of the Week: Enterprise “Car Share” & Samsung “You’re My Favorite”

9.14 Posted on September 24, 2013 by Kristine Lyng

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.

Brand to Watch: Chipotle

ChipotleScarecrow Posted on September 19, 2013 by Jonathan Symonds

A few weeks back, we debuted our brand to watch category by looking at Netflix. This installment features Chipotle, whose advertising is like its food – full of natural goodness but not mass produced.

Ad of the Week Winner: Netflix “TV Series”

NetflixAOTW2 Posted on September 18, 2013 by Susie Graham

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.

Ad of the Week: Guinness “Friendship :60″

Guiness Posted on September 11, 2013 by Susie Graham

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.

Back to School Ads: Who Passed

btsblog Posted on September 9, 2013 by Gloria Consola

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.)

Spy vs Spy: You Lose

Spy0 Posted on September 6, 2013 by Jonathan Symonds

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?

The Challenge of the Challenger

Challenger Posted on September 3, 2013 by Jonathan Symonds

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.

Ad of the Week: IKEA “Downsized Upgrade”

IKEA by Susie Graham

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.

Ace Scores for YouTube’s Ad Leaderboard July 2013

DoveYT1 Posted on August 26, 2013 by Gloria Consola

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…

Ad of the Week: MasterCard “Saying Thank You”

MasterCard Posted on August 20, 2013 by Susie Graham

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.

The Three Biggest Risks of Including Celebs in Ads

TigerWoods Posted on August 19, 2013 by Gloria Consola

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.

Ad of the Week: Best Buy’s “Rep Rates”

bestbuyRepRates Posted on August 13, 2013 by Susie Graham

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.

Ad of the Week: Netflix’s “1 Month Free”

netflixblogpic Posted on August 7, 2013 by Susie Graham

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.

Brand to Watch: Netflix

nlogo Posted on August 2, 2013 by Molly Grant

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.

Ad of the Week: Quicken’s “A Smart Move”

quickenblog Posted on July 31, 2013 by Molly Grant

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.

Viva La Audiencia

VIVA_Rev_RGB2 Posted on July 29, 2013 by Jonathan Symonds

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.

Oh the Lessons We’ve Learned

btsblog by Gloria Consola

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.

TED’s Ads Worth Spreading 2013

tedlogo Posted on July 25, 2013 by Peter Daboll

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.

Ad of the Week: Netflix’s “Cool Place”

netlix blog Posted on July 23, 2013 by Molly Grant

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.

Ace Scores for YouTube’s Ad Leaderboard – June 2013

YTLeaderboardblogJune by Molly Grant

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.

Emmy Nominees for Best Commercial

emmyblog by Molly Grant

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.

The Latest Cheerios Charmer

cheerios blog 2 Posted on July 19, 2013 by Molly Grant

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.

Ad of the Week: Reebok’s “Be Ready”

reebok blog Posted on July 16, 2013 by Molly Grant

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.

Animation Consternation

animblog Posted on July 10, 2013 by Craig Wood

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.

Ad of the Week: Jos A. Bank’s “Well Suited Partners”

josabankblog by Molly Grant

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 Casts Wildlife and Earns Honors on the Top Ads of Q2

dawn blog Posted on July 9, 2013 by Molly Grant

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.

Ace Metrix Announces Top Ads of the Quarter

AOTQblog by Jonathan Symonds

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.

Ad of the Week: Target’s “A Great Thing: Kate”

target blog Posted on July 2, 2013 by Molly Grant

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.

Ad of the Week: Bass Pro Shop’s “Great Savings”

bassproblog Posted on June 18, 2013 by Molly Grant

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.

Cannes Creative Effectiveness Lions

CannesLionslogo Posted on June 17, 2013 by Gloria Consola

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).

Ace Scores for YouTube’s Ad Leaderboard – May 2013

ytmayblog Posted on June 15, 2013 by Molly Grant

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.

Because We Cannes

cannes lions award2 Posted on June 13, 2013 by Peter Daboll

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).

Ad of the Week: Duracell’s “Restoring Power To Lives”

DuracellBLOG Posted on June 12, 2013 by Molly Grant

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.

Two Cheers for Cheerios

cheeriosblog1 Posted on June 5, 2013 by Jonathan Symonds

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.

Ad of the Week: Adidas “Change”

Adidasblog by Molly Grant

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.

Ace Metrix Selected As Red Herring North America Top 100 Winner

12144208-grammarly-selected-as-winner-of-2013-red-herring-top-100-north-america-award Posted on May 31, 2013 by Molly Grant

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.

Ad of the Week: Reddi-Wip’s “Work It :30″

4953454 Posted on May 29, 2013 by Molly Grant

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.

Ad of the Week: Perdue’s “Jim Perdue: You Are What You Eat”

perdueblog Posted on May 22, 2013 by Molly Grant

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.

Know Thy Creative

KnowThyCreative Posted on May 20, 2013 by Jonathan Symonds

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.

Ace Scores for YouTube’s Ads Leaderboard – April 2013

Evian babies blog by Molly Grant

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.

Facebook Google Face-Off

google-vs-facebook Posted on May 15, 2013 by Molly Grant

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.

Ad of the Week: Scotch-Brite’s “The Listener: Heather Green”

scotchimage Posted on May 8, 2013 by Molly Grant

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).

Do Celebrities Put the Pop in Soda?

cokepepsi Posted on May 7, 2013 by Molly Grant

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.

He Said, She Said

genderblog Posted on May 6, 2013 by Molly Grant

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.

Three Way Race for Mobile Phone Attention

windows Posted on May 3, 2013 by Molly Grant

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.

Upgrade from the Mainframe

MainframeSmall Posted on May 2, 2013 by Peter Daboll

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

Ad of the Week: Hershey’s “Pure Chocolate Goodness”

hersheysphoto2 Posted on April 30, 2013 by Molly Grant

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.

Discovering the Beauty Within A Great Ad

dove2 Posted on April 26, 2013 by Molly Grant

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.

Content is Still King

ContentISKing Posted on April 25, 2013 by Peter Daboll

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.

Ad of the Week: Mercedes-Benz “Like A Human”

MERCAU_7418 - blog Posted on April 24, 2013 by Molly Grant

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.

Introducing Creative Rules

blogpostv2 by Gloria Consola

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.

The Exceptions Business

Exceptions by Jonathan Symonds

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.