MOUNTAIN VIEW, CA—November 9, 2011— Google has broken five of the top 10 most effective Website TV ads this year to date, according to Ace Metrix™, the authority in television advertising effectiveness. Its most effective ad, “Dear Sophie,” which promoted Google Chrome by portraying a little girl’s life through the eyes of her father using a Gmail “diary,” achieved an Ace Score of 661 (a score that is 22 percent higher than the category norm of 544.)
“Google, who two years ago never advertised on television, has truly emerged as a major brand marketer this year, introducing high-impact spots delivered at low frequency that last longer than the average 30-second ad,” said Peter Daboll, CEO of Ace Metrix.
Bing.com aired three of the top 10 most effective and two of the 10 least effective dot.com TV ads.
The Least Effective Dot.com Ads
Conversely, Go Daddy has aired the most TV ads with the poorest effectiveness (3), one of which was aired during the Super Bowl this year. Super Bowl ads from Living Social and Groupon also ranked among the least effective Website TV ads this so far this year. TheLadders.com had the least effective ad this year that aired in January with an Ace score of 438 (more than 19 percent below the norm).
“The main differences between the dot.com ads that performed well and those that performed poorly is (1) testing—Google tests their ads on YouTube fairly extensively before buying TV air time, and (2) storytelling: Google creates ads that, first, tell a compelling story and, second, sell. Consumers respond to this.
“The poor Super Bowl appearances by dot.coms show just how little testing is done, as well as a general lack of understanding of the impact of a poor spot. Go Daddy has perennially performed poorly with highly polarizing ads, and Groupon and Living Social also had major whiffs with viewers. The biggest mistake these companies make is in not testing the ads before they run during such a massively expensive and important media event,” Daboll commented.
Most Effective TV Ads for Websites, YTD*
| Brand | Ad Title | Air Date | Overall Ace Score |
| Dear Sophie | 5/3/11 | 661 | |
| The Johnny Cash Project | 9/12/11 | 640 | |
| It Gets Better | 5/3/11 | 611 | |
| Bing | You Can Always Change a Person’s Life | 7/28/11 | 608 |
| Disney.com | Turn Off That Water and Save | 6/26/11 | 596 |
| Lady Gaga: Mother Monster | 5/21/11 | 595 | |
| Mom & Pop: Daniel & Jennifer Northcutt | 9/13/11 | 590 | |
| Bing | Real Steel Promotion | 9/27/11 | 589 |
| Bing | Krochet Kids Explain Their Story | 9/12/11 | 583 |
| TheDaily.com | Meet the Daily (Super Bowl 2011) | 2/6/11 | 581 |
Least Effective TV Ads for Websites, YTD*
| Brand | Ad Title | Air Date | Overall Ace Score |
| TheLadders.com | People Pose Like Models | 1/2/2011 | 438 |
| GoDaddy.com | New Girl Learns About Web Support | 8/22/2011 | 454 |
| LivingSocial | Man Into Woman (Super Bowl 2011) | 2/6/2011 | 455 |
| GoDaddy.com | New .Co Girl Revealed (Super Bowl 2011) | 2/6/2011 | 464 |
| Groupon | Timothy Hutton (Super Bowl 2011) | 2/6/2011 | 466 |
| GoDaddy.com | Sponsoring Bowl and Giving Scholarships | 1/6/2011 | 482 |
| Groupon | Elizabeth Hurley: Deforestation | 2/6/2011 | 487 |
| TheLadders.com | Synchronicity | 6/17/2011 | 492 |
| Bing.com | Bob Finds Table Online | 7/21/2011 | 499 |
| Bing.com | It Started with a Few Women | 7/27/2011 | 499 |
*Definition: Ace Score is the measure of ad creative effectiveness based on viewer reaction to national TV ads. Respondents are randomly selected and representative of the U.S. TV viewing audience. The results are presented on a scale of 0-950, which represents scoring on creative attributes such as relevance, persuasion, watchability, information, attention, etc.
About Ace Metrix
Ace Metrix is the industry authority in measuring and understanding the impact of advertising creative. Through patent-pending Ace Score™ measurement technology, Ace Metrix collects and measures the consumer impact of every nationally breaking TV ad in near real-time. Through its Creative Lifecycle Management™ suite of products, Ace Metrix provides actionable creative analysis, from ideation through real-time in-market performance optimization, to many of the world’s leading advertisers and agencies. Ace Metrix works with leading global advertisers.
For more information, visit www.acemetrix.com .
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