Research reveals nearly 600% increase in online viewership for campaigns launched before game day
Boston, October 23, 2012 ― Visible Measures, the innovation platform for video, today announced the results of its first Cross Media Impact research study, The Super Bowl Pre-Game Report, which compares the performance of Super Bowl campaigns launched before and after game day. Compiled by Visible Measures’ unique True Reach℠ methodology, the results show that campaigns that launched video assets before Super Bowl 2012 generated nearly 600% more views on average than campaigns that waited until game day to release content. (See corresponding press release for more on Visible Measures' Center of Excellence for Cross Media Impact.)
“The results of the Visible Measures Super Bowl Pre-Game Report could alter the way the video advertising industry thinks about big events by time-shifting their socialized content prior to the events themselves in order to generate anticipation and buzz,” said Visible Measures Chief Analytics Officer Seraj Bharwani. “By shifting their media strategy to focus on driving viewership before the game, our research suggests that Super Bowl advertisers could increase online viewership by 600%.”
The average Super Bowl campaign that released assets before the game generated 9.1 million views as of one month after the game. Campaigns that launched video assets on or after game day drove just 1.3 million views, a difference of nearly 600%.
The study results reflect online video viewing performance through March 5, 2012, one month after the Super Bowl. The research was conducted across the complete flight of the 2012 Super Bowl ads, including 50+ campaigns that were responsible for producing 3,800+ clips and nearly 340 million total views. Visible Measures used its unique True Reach methodology for the study, the combination of original campaign assets uploaded by brands and their agencies as well as copies and derivative clips uploaded by audiences across the web.
For the complete Visible Measures Super Bowl Pre-Game results, please visit www.visiblemeasures.com/CMI.
About Visible Measures
Visible Measures is the innovation platform for video. Leveraging its patented, proprietary video analytics technology, the company has developed the largest video data footprint in the world. Visible Measures uses this unprecedented video dataset to power its choice-based video ad network, Viewable Media, which delivers video ads as content while optimizing earned viewership for Fortune 500 brands and agencies. Premium publishers use VidWorks, Visible Measures’ revolutionary choice-based video promotion technology, to generate significant new revenue streams. Visible Measures has invented a number of digital video metrics for the advertising industry, including the world’s first accredited viewership and earned media metrics, which fuel top video charts for Advertising Age, the Wall Street Journal, Variety, Autoweek, iMedia, Business Insider, and others. To learn more about Visible Measures and its innovation platform for video, please visit http://www.visiblemeasures.com.