In second place was AXE PEACE | Make Love, Not War (Official :60) , which had more than 5.1 million views and over 126,800 shares.
This demonstrates not only how quickly momentum can shift even during the pre-game voting, but also how different methodologies can produce different results.
Nevertheless, the biggest winner of the pre-game Ad Blitz was YouTube itself. On Jan. 31, Kariyushi Casper, Interactive Project Manager, Ad Blitz, wrote on YouTube's Official Blog, "As of this week, commercial teasers on YouTube have been watched 77 million times--more than twice as much as this time last year."
So, why would some digital marketers want to tip their hand before the big game? Well, eMarketer reported on Jan. 31 that a recent study conducted by Prosper Insights & Analytics for the National Retail Federation (NRF) found that US adults would spend an average $68.27 on Super Bowl-related items. With more than 100 million consumers expected to watch the game, total spending will reach $6.8 billion.
What were viewers planning to spend their money on? Nearly eight in 10 said they would buy food and beverages—the No. 1 category by far. So, the digital marketers at Budweiser and Doritos seem to know what they're doing by uploading the ads in the weeks leading up to Super Bowl Sunday.
In real life, the Big Game was a lopsided affair, with the Seattle Seahawks crushing the Denver Broncos by a score of 43 to 8. In a parallel universe, there was some concern that viewers would turn off their TVs before the fourth quarter ended. However, two commercials that both aired during the two-minute warning at the end of the game were ranked first and second in USA Today's Final 2014 Super Bowl Ad Meter results. They were Budweiser's "Puppy Love" with a score of 8.29 followed by one of the two Doritos ads, "Cowboy Girl", with a score of 7.58.
Budweiser's "Hero's Welcome", which ran in the third quarter, ranked third with a score of 7.21.
And the second Doritos ad, "Time Machine", which ran in the first quarter, ranked fourth with a score of 7.13.
So, it appears that airing a commercial in the fourth quarter of a lopsided game turns out to be an unfounded fear. And it also appears that running sneak previews a couple of weeks before the Super Bowl didn't spoil the surprise, either.
This article was originally published on Search Engine Watch.
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Greg Jarboe is president of SEO-PR, which provides search engine optimization, public relations, video marketing, and social media marketing services. He's the author of "YouTube and Video Marketing: An Hour a Day," a faculty member at Rutgers University and Market Motive, as well as a frequent speaker at SES conferences.
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
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