Visible Measures Blog

We released the 2011 Social Video Advertising Report today. The report covers high-level trends throughout the social video industry from 2009 through 2011, spanning 6,400+ social video campaigns from 3,100+ brands, from over 100,000 video clips across hundreds of video sites. You can download the full report here.

The 2011 Social Video Advertising Report answers some of the big questions about the growing social video advertising industry. It covers:

• Overall views driven by the industry in 2009, 2010, and 2011 
• Audience participation through sharing, reposting, and generating video content 
• View thresholds – the number of campaigns to drive over 1 million views each year 
• Average campaign performance 
• Competitive performance for the Visible Measures Ad Age Viral Video Chart 
• Benchmarks by industry 
• Benchmarks by creative approach 
• Performance by day of the week 
• Performance by month

Here's a sneak peak at the report from an executive summary excerpt:

Over the past few years, social video has been one of the fastest growing advertising industries. 2011 was no exception. By the end of 2011, consumers had chosen to watch ads over 5.6 billion times. These are active, lean- forward, user-initiated views where a real person needs to press the play button with the intention of watching an ad. Audiences are directly responsible for 1.5 billion of these views for brand marketers by copying, mixing, mashing, spoofing, and reposting their ads across the Web. In all, social video views nearly doubled in 2011.

Cumulative Social Video Views for the Last Three Years 

Over 500 campaigns topped 1 million views in 2011 (one in every twelve campaigns), the highest number to date. The average campaign launched in 2011 drove over 765,000 views, which is the best ever. The threshold to make the Ad Age Viral Video Chart, the benchmark for social video performance, powered by Visible Measures, is at its highest point in history.