SPOTLIGHT ON SOCIAL VIDEO:
MARCH 2013
ABOUT THE SOCIAL VIDEO CHART
• Ebuzzing Social scans social platforms to retrieve monthly metrics about videos published by brands
• We produce this insight within 5 countries based on a proprietary algorithm, which includes the number of views, interactions on Facebook mentions on Twitter, and backlinks
• We extract from this database general information to give a view of the publishing activity by brand and sector
• In March 2013, this represents 7,431 videos and 558 brands for the UK, with videos of 1+ views analysed
SECTOR ANALYSIS
Source: Ebuzzing Social Video Chart, March 2013
TECHNOLOGY RETURNS TO THE TOP, PUBLISHING 27% OF THE TOTAL VIDEOS
Share of Number of Videos Published
27.5%
12.6%
9.3% 7.9%
6.9%
6.2%
6.0%
4.9%
3.8%
3.5%
3.1% 2.6%
Technology
Entertainment
Sport
Automotive
Games
Media
Health and Beauty
Beverages
Fashion
Travel
Internet
Retail
BEVERAGES HAD 17% OF THE TOTAL SHARE OF VIDEO VIEWS
Source: Ebuzzing Social Video Chart, March 2013
Share of Video Views
17.3%
15.1%
14.9%
12.3%
9.2%
7.4%
6.3%
5.1%
3%
2.4% 2.3% 2.2%
6.0% Beverages Technology Media Automotive Games Internet Entertainment Sport Telecommunications Food Health and Beauty Fashion Other
31% OF FACEBOOK INTERACTIONS WERE FROM BEVERAGE BRANDS
Source: Ebuzzing Social Video Chart, March 2013
Share of Facebook Interactions
31.0%
17.0%
10.6% 10.5% 8.3%
5.4% 4.8% 4.0% 2.3% 2.1% 1.3% 1.2% 0.7% 0.4% 0.1%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
THE AVERAGE INTERACTION RATE WAS 3.6% ACROSS ALL SECTORS
Source: Ebuzzing Social Video Chart, March 2013
Facebook Interaction Rate
12%
8.5%
7.4%
6.2% 5.6%
3.9% 3.8% 3.6% 3.6% 3.6% 3.3% 3.1% 3% 2.2% 2% 1.9% 1.5% 1.2% 1% 1%
0.5% 0.2% 0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
THE AVERAGE LENGTH OF VIDEOS PUBLISHED WAS 3 MINUTES
Source: Ebuzzing Social Video Chart, March 2013
Average Video Length (seconds)
1,195
258 240 209 201 190 186 179 160 157 132 132 126 123 122 100 92 91 89 85 69 47
0
200
400
600
800
1,000
1,200
1,400
BRAND ANALYSIS
Source: Ebuzzing Social Video Chart, March 2013
2.5% OF THE TOTAL VIDEOS PUBLISHED WERE FROM GOOGLE
Share of Number of Videos Published (%)
1.4%
1.7%
1.7%
1.7%
1.7%
1.8%
1.9%
1.9%
2.0%
2.2%
2.4%
2.5%
0.0% 0.5% 1.0% 1.5% 2.0% 2.5% 3.0%
Microsoft
Ubisoft
IBM
Sony
Intel
Siemans
Samsung
Hewlett-Packard
Blackberry
Dreamworks
ATP World Tour
PEPSI TOPS THE CHARTS FOR BRANDED VIDEO VIEWS
Source: Ebuzzing Social Video Chart, March 2013
Share of Total Views (%)
2.0%
2.2%
2.3%
2.8%
2.8%
3.1%
3.9%
4.0%
5.0%
5.1%
11.2%
12.0%
0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0%
EA
Dreamworks
Sony
Adidas
Three
National Geographic
Kia
Motorola
Samsung
Time Warner
Pepsi
PEPSI HAVE 24% SHARE OF TOTAL FACEBOOK INTERACTIONS
Source: Ebuzzing Social Video Chart, March 2013
Share of Facebook Interactions 23.6%
15.2%
10.5%
4.3% 4.1% 3.5% 1.8% 1.7% 1.4% 1.3% 1.3% 1.2%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
AVON LEADS FACEBOOK INTERACTION RATE
Source: Ebuzzing Social Video Chart, March 2013
Facebook Interaction Rate (%)
25.8%
16.1%
13.4% 13.1% 13.1% 11.2%
8.8% 7.8% 7.3%
6.2% 6.1% 5.6%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
WITH OVER 32 MILLION VIEWS, PEPSI'S 'PEPSI MAX & JEFF GORDON PRESENT: TEST DRIVE' WAS THE LEADING BRANDED VIDEO
Source: Ebuzzing Social Video Chart, March 2013
RANK BRAND SECTOR TITLE VIEWS 1 Pepsi beverages Pepsi MAX & Jeff Gordon Present:
Test Drive 32 024 727
2 Time Warner media The Hangover Part III - Official Teaser Trailer [HD] 27 605 157
3 Kia automotive [KIA] ALL NEW CERATO (FORTE) DIGITAL CROQUIS ART 7 442 673
4 Samsung technology Introducing Samsung GALAXY S 4 6 829 584
5 Motorola technology DROID RAZR MAXX HD by Motorola: Do More 6 694 855
6 Three telecommunications Three - The Pony 5 988 604
7 National Geographic media I Didnt Know That - Concrete Tent 4 890 595
8 Zoosk internet Hot Date 4 824 618
9 Motorola technology DROID RAZR MAXX HD by Motorola: 32 Hours of Performance 4 020 472
10 Google internet Chrome: For Mom (Mom!) 3 719 933
§ Share of views = Total views by sector or brand/Total views
§ Share of Facebook interactions = Interactions on Facebook for a sector or brand/Total interactions on Facebook
§ Interaction rate = Interactions on Facebook/Number of views
APPENDIX
THE GLOBAL EXPERTS IN SOCIAL VIDEO ADVERTISING
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