If you work in social media marketing, no doubt someone, at some stage, has asked you to make something “go viral”.
“We’re going to create a viral video to get the word out.”
This is literally something that I’ve heard noted in an outline briefing, people building a plan around making something that’ll get shared thousands of times as a concrete idea, a key pillar of their process.
And definitely, if you can do that, more power to you, go make something “go viral” – the benefits, as we’ve seen from Chewbacca Mom recently, can be massive.
Online rollover ads that let consumers move their mouse over a video promo to access more information about a brand have been a boon for publishers looking to make their videos a bit more interactive for consumers. Now, those video formats are coming to Facebook and Instagram.
Innovid, a company that powers campaigns for publishers including CBS, MSN, Crackle, Hulu and Roku, is launching a beta program to make its interactive video ads compatible with social posts. Innovid’s advertisers include Microsoft, Mondelez and Target.
British tea and coffee brand Taylors of Harrogate ran a campaign last December to test the technology.
A 30-second video featured a button in the corner of the screen. When users scroll over it, they can take a quiz to find their perfect coffee flavor, buy products from retailers including Sainsbury’s and Asda and sign up for emails.
The new format resulted in a 35 percent engagement rate with 4,400 likes, more than 250 comments and 400 shares.
“This is the first step in transforming social viewers into active participants,” said Tal Chalozin, Innovid’s co-founder and chief technology officer. “Facebook was a natural stepping stone for us because they’ve done an amazing job building a sophisticated ad platform that is continually reinventing itself. We are currently exploring other social platforms to see where interactive video experiences might also integrate well.”
On mobile, clicking on a video pulls up a landing page where users can swipe through the experience.
But with Facebook and Instagram’s upcoming changes to their algorithms that favor video, marketers will likely need to put a bit of paid marketing behind the posts to make them stand out.
The tech vendor’s integration with Facebook and Instagram comes two months after signing a deal to measure Snapchat ad campaigns.
Bernie Sanders and Ted Cruz crashed Adweek and Google’s YouTube Ads Leaderboard in January, ranking the most-viewed ads on the video site, and a PAC’s anti-Donald Trump spot also made the top 10—as Election 2016 began to heat up.
Sanders finished highest on the Leaderboard, with his well-received “America” spot finishing at No. 5. The Cruz and anti-Trump ads clocked in at Nos. 9 and 10, respectively.
Gaming spots took the top four slots, and Supercell (and its agency Barton F. Graf) once again dominated—with Clash of Clans ads finishing at Nos. 1 and 2 and a Boom Beach spot at No. 4. In between was Pokémon’s 20th anniversary Super Bowl commercial.
See all 10 spots HERE.
Game maker Supercell is the big winner on Adweek and Google’s year-end YouTube Ads Leaderboard list for 2015, ranking the most-viewed commercials posted to the video site. But the top 10 list is hardly all mindless diversion.
Ads for two different Supercell games, Clash of Clans and Boom Beach, were among the four most-viewed spots of the year. And the Clash of Clans spot—which ran on the Super Bowl and starred Liam Neeson—nabs the No. 1 spot.
Elsewhere among the top 10, though, there was lots of emotional, uplifting and socially engaged messaging. The Ad Council’s “Love Has No Labels” and the latest installment of the Always “Like a Girl” campaign both placed among the top six. And a fascinating social experiment about domestic violence, made for an Italian website, made the list too.
Hyundai finished at No. 2 with “A Message to Space.” Adidas, Durex, Samsung and Budweiser also have spots in the top 10. (In case you’re wondering, Android’s “Friends Furever” spot—which was released in 2015 and is now the most shared ad ever, per Unruly—doesn’t make this list because it had a lot more views on Facebook and “only” about 25 million on YouTube.)
The top 10 ads combined for 470 million views in 2015, compared to 425 million for last year’s top 10. Nearly two-thirds of those 470 million views happened on mobile.
Here’s #1. Check out the rest of the list here.