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Ebuzzing Social’s Top Videos Of 2012


Online video becomes the star format for branded content

London, 15th January 2013: 2012 was characterised by a marked increase of online video in brands’ communication strategies. The top videos of 2012 ranked by Ebuzzing Social, the global experts in social video advertising, show the importance of this emerging format and its potential as a medium for original content and creative advertising.

  • In 2012 the sectors which had the most success in online video were Entertainment, Technology, Luxury and Drinks
    - Samsung, Google, Red Bull and Dior all have 2 videos each in the global top 20 videos

  • Sports stars are the key to success
    - With over 100 million views, Turkish Airlines’ video featuring Kobe Bryant and Lionel Messi took the top spot, despite only being published on the 6th December. The use of two of the best sportsmen of all time and one small boy struck a chord with millions of viewers worldwide.
    - 4 of the top 5 videos feature sports stars or sporting activities. Despite being overshadowed by Felix Baumgartner’s leap from space, Ken Block’s Gymkhana five: ultimate urban playground – San Francisco takes 2nd place with over 38 million views and an interaction rate of 2.4%

  • 85% of online videos were created specifically for online distribution
    - Advertisers use a wide range of formats - longform, shortform, behind the scenes etc.
    - Globally the average video length is around 3 minutes, however it is shorter in the UK with an average of 100 seconds - still much longer than the average 30 second TV spot.
    - The videos with the best interaction rate tend to be the longer videos

  • Video is becoming a fundamental part of advertiser’s brand content strategy
    - Video helps to convey the messages brands want to send to consumers. As we can see from the top 20, consumers respond to ‘true’ stories, humour and ads which touch their imaginations.
    - Some brands also use video for ‘how-to’ guides, for example, Samsung released an 8 minute video demonstrating the features of the Samsung Galaxy II.

All rankings are based on the number of views a video received in 2012.

Interaction rate = number of Facebook interactions (likes+shares+comments) / total views

TOP 20 most viewed branded videos published in 2012 from a global account

 TitleAuthorNumber ofViewsInteraction rateVideo Length (Seconds)
1Kobe vs Messi: Legends on BoardTurkish Airlines101 621 8221,2%61
2Ken Block's gymkhana five: ultimate urban playground SFDC shoes FILM38 488 0022,4%592
3Felix Baumgartner's supersonic freefall from 128k' - Mission HighlightsRedbull31 923 9450,6%90
4Man of Steel - Official Trailer #2 [HD]Warner Bros Pictures25 827 1401,0%153
5My time is nowNike Football21 225 6320,8%189
6L'Invitation Au VoyageLouis Vuitton19 972 5690,1%60
7Skyfall - Official TrailerSony Pictures18 371 7280,4%154
8The Hottest @Abercrombie & Fitch Guys, "Call Me Maybe" by Carly Rae JepsAbercrombie&Fitch18 114 3932,5%196
9'Secret Garden - Versailles' | FilmDior17 467 731<0,1%60
10Grand Theft Auto V: Official Trailer #2Rockstar Games16 524 8760,1%111
11Barbie™ Life in the Dreamhouse -- Happy Birthday ChelseaBarbie15 953 239<0,1%198
12Madagascar 3 - Afro Circus RemixDreamworks Animation15 690 3830,4%60
13Introducing Samsung GALAXY Note IISAMSUNG Mobile15 652 0190,4%497
14Go Google: Google DriveGoogle15 234 990<0,1%55
15Zeitgeist 2012: Year In ReviewGoogle13 147 5750,6%166
16The Athlete Machine - Red Bull KlugeRedbull12 900 1221,0%358
17Seductive MotionSamsung Televisions12 733 1520,1%99
18Assassin's Creed 3 E3 Frontier Gameplay DemoUbisoft12 518 4970,1%422
19Heineken The ExpressHeineken11 938 1170,1%60
20J'adore Dior | Le Parfum- The film - [60" Version]Dior11 899 3290,6%63

TOP 20 most viewed branded videos published in 2012 from a UK account

 TitleAuthorNumber ofViewsInteraction rateVideo Length (Seconds)
1So Real it's ScaryLGBlogUK17,225,4032.73%110
2Pacific Rim Official Trailerwarnerbrosuktrailers7,405,2736.41%140
3Pitch Perfect - The Riff-Offuniversalpicturesuk4,392,5481.71%182
4Google Chrome: Julie Deanegooglechromeuk4,225,7850.07%60
5Nokia & deadmau5 'This is Lumia' light show in London - Official Video - NOnokiauk3,757,3640.63%283
6Google Chrome: Second Chancegooglechromeuk3,223,9670.06%60
7All stand please for the MINI horn sectionMINIUnitedKingdom3,139,6351.50%75
8John Lewis Christmas Advert 2012 - The JourneyJohnLewisRetail3,095,45511.87%90
9O2 Pay & Go Go Go is hereo2ukofficial2,732,4170.00%40
10David Coulthard catches 178mph golf ball in Mercedes-Benz SLSmercedesbenzuk2,575,2412.94%160
11TOYOTA GT86: The Real Deal Advert ToyotaUKTV2,512,2310.32%90
12L'Oréal Paris TV Ad - NEW Préférence Wild OmbrésLOrealParisUK2,507,7520.01%20
13Round up your mates for a GUINNESS on St Patrick's DayGuinnessGB2,489,5226.08%155
14'The Motherhood' feat. Fiat 500LFiatUK2,369,2699.33%192
15Florence + The Machine by HPUKHPUKofficial2,236,1930.00%21
16Lone Ranger Trailer | Official Disney Trailer | HDWaltDisneyStudiosUK2,128,4091.31%110
17The Elder Scrolls V Skyrim: Dawnguard BethesdaSoftworksUK2,108,7582.13%104
18Chromebook UK: For Everyonegooglechromeuk2,087,1700.02%60
19Chrome: Recipegooglechromeuk1,984,6320.00%30
20Chrome: Tab Remixgooglechromeuk1,883,7490.03%30

About Ebuzzing Social
Ebuzzing Social is a leading global platform for social video advertising. Our network of social publishers includes over 40,000 influential blogs, social networks, social games, mobile applications and Facebook. Through our social video offering we have produced campaigns for many of the world's leading brands, delivering an explosive mix of influence, reach and engagement.

Based in the UK, the US, France, Italy, Spain, Germany and Luxembourg, Ebuzzing Social consists of 200 digital experts, of whom 60 are dedicated to R&D. This team has built the most comprehensive social media and general media database in existence over the past 5 years, crawling and analysing over 2 million data points in 5 European countries daily.

For more information:
Lauren Bigland (UK Marketing)
Tel: 0207 467 8582
Mob: 07414 952 563