The Search is Over: Google Wins Both Brand of the Year and Ad of the Year

Kindle, Vizio and Netflix are Surprise Winners in Highly Competitive Tech and Telecom Categories

MOUNTAIN VIEW, CA.—January 7, 2014—Ace Metrix®, the new standard in television and video advertising analytics, today awarded a Brand of the Year title to twenty brands from the most competitive categories* of 2013. The winning brands earned the highest average Ace Score within their category based on their entire portfolio of national television advertisements in 2013. Google had an exceptional year, earning the overall Brand of the Year award, the Software and Websites category Brand of the Year and the Ad of the Year for “Here’s to 2013” (Ace Score 663).

“Google’s emergence as a storytelling force is not a recent phenomenon – they have produced outstanding creative for several years now – but 2013 represented a watershed moment for the brand,” said Peter Daboll, Ace Metrix CEO. “Their achievements over the last twelve months are a testament to Google’s ability to personalize technology and create an emotional connection to simple tasks such as search. In the process, Google’s television advertising reminds us that their technology doesn’t just connect us to the world around us; it makes us feel more a part of it.” 

Advertisers that have achieved Brand of the Year status delivered a portfolio of work that set them apart from their peers – a remarkable achievement considering the number of world-class marketers contributing creative. Nearly 750 brands competed for 20 category titles, from over 5,000 creative executions. In the last year, Ace Metrix scored more than 6,400 ads from over 1,200 brands. Liberty Mutual is the only brand to return to the winner’s list from 2012.

 

Brands of the Year, 2013 – listed alphabetically by category

Category

Brands

Average Ace Score

Apparel & Footwear

Reebok

504

Auto – Luxury

Buick

558

Auto – Non-Luxury

Jeep

554

Beverages – Beer

Samuel Adams

512

Beverages – Non-Alcoholic

Tropicana

617

Beverages – Spirits

Bacardi

509

Candies & Snacks

Reese’s

571

Financial Services
Banking, Investment & Mortgage

TD Ameritrade

541

Household

Dawn

610

Insurance

Liberty Mutual

564

Packaged Foods

Marie Callender’s

573

Personal Care

Oral-B

583

Restaurants – Casual Dining

Longhorn Steakhouse

618

Restaurants – QSR

Baskin Robbins

594

Retail

Hallmark

581

Technology – Hardware

Vizio

609

Technology – Mobile Devices

Kindle

578

Technology – Software & Websites

Google

570

Technology – Video Games & Consoles

Xbox

591

Telecom Services

Netflix

547

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

Google’s “Here’s to 2013” (Ace Score of 663) outperformed every other ad in its category by 46 percent, the most of any other brand across every qualifying category.

“Here’s to 2013” debuted on Christmas day and is a reflective, inspirational look at the events of 2013 through the lens of Google Search. The :90 spot is signature Google – emotional and moving, yet manages to showcase their products from voice to Earth and from video to search. With towering scores across all components, what stands out is the Relevance score – 49 percent above the Websites category norm. The 706 Relevance score is also fourth highest overall among the more than 6,400 ads scored by Ace Metrix.

Google additionally earned the overall Brand of the Year award based on its 2013 portfolio of work which achieved an average Ace Score of 570, 24 percent above the category norm – the largest gap of any other brand compared to its category average.

  

Stunning Tech and Telecom Developments

Simplicity was the key theme on display for technology with Vizio beating out category rivals Samsung, Microsoft and Intel with a series of television ads elegantly displaying their commitment to simplify the increasingly complex television experience. Kindle’s customer service-centric ads disrupted the highly competitive Mobile Devices category swiping the top spot from previous winners Samsung and Apple – notably ranked 4th and 5th respectively. Xbox topped the Video Games and Consoles category with ads that introduced the Xbox One and successfully captured the more elusive female demographic. Netflix stunned the Telecom Services category by outperforming all the telcos and wireless carriers with a portfolio of ads showcasing their evolving subscription offering and content choices.

 

Brand of the Year Qualifications

Ace Metrix scores every nationally airing television advertisement across 24 industries, 93 categories and is therefore uniquely qualified to report a brand’s overall effectiveness across the entire video advertising industry’s body of work over a year, as well as year-over-year. To qualify for Ace Metrix Brand of the Year, brands must have debuted five or more unique pieces of creative within a category containing more than 100 pieces of creative and five qualifying brands.

About Ace Metrix

Ace Metrix® is the new standard in television and video analytics, dedicated to delivering better, faster and more cost-effective solutions for evaluating video advertising within competitive context. Through the Ace Metrix LIVE® platform, companies can now access timely, actionable data wherever, whenever they need to, enabling real-time advertising campaign optimization. Combining leading edge technology and patent pending methodology, Ace Metrix is revolutionizing the way marketers measure themselves and their competitive landscape. The Company is privately held and is backed by leading venture capital firms and industry leaders including Hummer Winblad Venture Partners, Palomar Ventures, Leapfrog Ventures and WPP. 

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PR Contact:  Michelle Robertson   |    646-279-5775    |   michelle@kerlancomm.com

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