Did you tweet your favorite Suber Bowl ad? Advertisers sure hope you did.
Social video advertising platform Unruly released a whitepaper on social ad effectiveness after commissioning an independent study by Decipher Research. The results? Decipher found that social recommendations had a direct impact on traditional brand metrics and ad enjoyment.
Duh. We’re no strangers to social video here at Tubefilter.
Hence, Rainn Wilson’s (Dwight Schrute from The Office) and Chevy’s heavy promotion of OK Go’s Needing/Getting video during the Super Bowl (I was watching on SNF All Access NBC Sports—how great was the multi-cam feature? How great were the same six commercials over and over again?)
The study surveyed online video viewers aged 18-34 across four social video campaigns from Guinness,Coca-Cola, Unilever’s Cornetto, and Energizer Batteries to determine the impact of peer recommendations.
“Social video is a powerful format for engaging consumers. If a brand creates great video content and makes it easy to share, it will see impressive results across the entire purchase funnel,” said Unruly COO Sarah Wood.
You can go ahead and download the whole whitepaper, or I can give you get the key findings right here:
Now I’m no statistician, but I think I understand how they figured out the first three. The last one I’m still wrapping my head around. My only guess is that’s why they chose fast-moving consumer goods so they could complete the study in five months. Hmmm.
So share your videos! Especially commercials.
And while you’re at it, here is a video we produced for our friends over at Citi. Share it up!
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