Social activity involving the video dropped, but the video still had lots of views.
Interest in Volkswagen's "Bark Side" Super Bowl teaser ad spiked and then dropped off soon after it was posted online Jan. 18, according to one analysis. But the video still had lots of views.
Clearspring, the developer of the social sharing tool AddThis, suggested that the VW ad was released too early.
The company defines "interest" based on how frequently consumers shared, clicked, or searched for a brand after the launch of a Super Bowl ad.
In contrast, Honda saw one spike and a slight dip in interest in its brand after a 10-second teaser featuring Matthew Broderick reprising his role as Ferris Bueller was posted on YouTube Jan. 26. Interest in Honda spiked again and has held steady since the extended-length Honda CR-V ad was posted Jan. 30.
By Friday afternoon, the VW's "Bark Side" video was viewed 11.3 million times on YouTube; the extended length Honda ad was viewed 10.3 million times.
According to Clearspring, its AddThis sharing platform services more than 11 million sites and 1.2 billion monthly unique visitors.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Anna Maria Virzi, ClickZ's executive editor from 2007 until 2012, covered Internet business and technology since 1996. She was on the launch team for Ziff Davis Media's Baseline and also worked at Forbes.com, Web Week, Internet World, and the Connecticut Post.
Hong Kong, May 5-6, 2015
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
May 6, 2015
12:00pm ET/9:00am PT