The Center of Excellence for Cross Media Impact
This Tuesday, we announced our Center of Excellence for Cross Media Impact. The COE is a research center focused on reporting the business impact of choice-based video campaigns run in concert with existing mainstream media like television or online video advertising.
What this means is that the COE looks at major TV events like the Super Bowl, the Oscars, March Madness, Black Friday, etc. and how online socialization can maximize the impact of advertising campaigns around those events.
The COE's first report focuses on the Super Bowl. We looked at the complete flight of 2012 Super Bowl ads, well over 50 campaigns responsible for over 3,800 clips and nearly 340 million views. We analyzed the performance of the campaigns that launched assets before the Super Bowl and compared them to the campaigns that launched assets the day of and after the Super Bowl.
What we found was striking. Campaigns that launched assets before the Super Bowl had nearly 600% more views on average than campaigns that waited until the day of or after the game – 9.1 million views to 1.3 million views.
The complete results can be found in our report: The Pre-Game Super Bowl Report.