From the Wires
goviral Reveals Best 100 Brands in Branded Content
Nov. 12, 2012 03:01 AM
Red Bull has the best social video strategy, according to a new global
report by leading branded video distribution network, goviral.
The first goviral Social Video Equity Report lists the top 100 most
powerful brands in branded content in 2012. Energy drink Red Bull beat
technology giants Google (2nd) and Samsung (5th), with Apple
and Microsoft both failing to make the top ten, coming in at numbers 11
and 37 respectively.
goviral’s Social Video Equity Report explores how video content is being
used by global brands as part of their marketing strategy. Brands were
audited based on volume, total views and engagement for content uploaded
to YouTube, Vimeo and Facebook in 2012. goviral then used its expertise
in branded content to evaluate the quality, purpose, innovation and
audience relevance before calculating its final social video equity
score.
Key findings from goviral’s Social Video Equity Report:
-
Luxury fashion brands strike gold with Prada (7th),
Burberry (16th) and Louis Vuitton (18th) all
featuring in the top twenty as a result of high engagement scores
-
In the battle of the car brands, BMW came out top in 12th,
ahead of VW (13th), Mercedes Benz (15th), Toyota
(20th) and Porsche (22nd)
-
Alcohol brands failed to make an impact, with Smirnoff (90th),
Corona (93rd) and Jack Daniels (99th) all lying
at the bottom end of the scale
-
Visa proves the exception to the norm in the financial sector. At 24th,
it benefitted hugely from an aggressive video content programme for
its Olympic sponsorship
-
Only 15% of brands have official channels on Vimeo, with the majority
relying solely on YouTube to host content
The brands evaluated were drawn from Interbrand’s 2012 Best Global
Brands Report with the additions of Red Bull and Old Spice (6th),
which goviral found to use video in a highly impactful and engaging way.
The goviral Social Video Equity Report 2012 – Top Ten
1. Red Bull
2. Google
3. Disney
4. Nike
5. Samsung
6. Old Spice
7. Prada
8. Coca Cola
9. Nintendo
10. Adidas
“The results of goviral’s Social Video Equity Report prove that when it
comes to branded content, fortune favours the brave”, said Mads Holmen,
Planning Director, goviral. “Brands like Red Bull, Old Spice and Nike
are risk-takers, constantly disrupting what’s expected to spark
agenda-setting conversation. An effective social video strategy can
elevate a brand beyond the product, creating an experience consumers
really want to part of.”
To view the full list, visit goviral.com
Notes to Editors:
goviral’s Social Video Equity report was undertaken in September 2012,
analysing content from the Interbrand 2012 brands, with the additions of
Red Bull and Old Spice. Factors evaluated were:
-
Volume of content produced and distributed (number of videos and total
length in minutes) across the main global and official channels on
YouTube, Vimeo, Dailymotion and Facebook
-
Total views for all videos across the main global and official
channels on YouTube, Vimeo, Dailymotion and Facebook
-
Engagement, comprised of total Likes and Comments for all videos
included in the audit
-
Subscribers to main global and official YouTube channels
-
Goviral ranking taking into account quality, use of video on brand
website, creativity and innovation and audience relevance
About goviral
goviral is the world’s leading distributor of engaging branded video
content at scale, guaranteeing audiences and video views on a
pay-for-clickbasis. The company has global reach with over 40,000
publishing partners across 16 key verticals in over 90 countries.
goviral has offices in London, New York, Paris, Milan, Copenhagen,
Munich, Stockholm, Oslo and Madrid. AOL acquired goviral in January 2011.
About AOL Inc.
AOL Inc. (NYSE:AOL) is a brand company, committed to continuously
innovating, growing, and investing in brands and experiences that
inform, entertain, and connect the world. The home of a world-class
collection of premium brands, AOL creates original content that engages
audiences on a local and global scale. We help marketers connect with
these audiences through effective and engaging digital advertising
solutions.
Translated infographic available at www.goviral.com/sve100
Photos/Multimedia Gallery Available:http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50463261&lang=en
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