A quarterly report into the state of social video has found that the first quarter of 2013 was ‘disappointing’ for auto video advertisers, largely due to a lacklustre performance at the SuperBowl’, according to video technology firm Unruly.
In 2011 three of the top five most shared Super Bowl ads came from auto brands, rising to four in 2012 with VW and Chevrolet taking the respective top spots. In 2013 however it was Budweiser which ranked number one with just two auto brands making it to the top five.
The firm found that entertainment and ‘stellar’ performing CPG brands had ad campaigns which attracted nearly as many online video shares as movie, TV and videogame trailers.
Entertainment continues to be the most sociable medium with 28.7% of all content shares (9,824,300), driven by the medium – in particular two highly popular Fast & Furious 6 trailers.
CPG was the second most sociable medium with 8,668,203 shares over the period, led by Budweiser’s ‘Brotherhood’ Super Bowl ad.
Ian Forrester, head of insight at Unruly, said: “Thanks to highly-successful campaigns such as Budweiser’s Brotherhood ad, the number of video ad shares across the social web for CPG campaigns increased by 78.2% during the first three months of the year. The biggest surprise we saw in performance for this quarter is the auto sector, which finished fourth, behind technology.”