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BizReport : Social Marketing : January 23, 2012

Brands banking on social, video for Super Bowl XLVI

The Super Bowl has been watched as much for ad innovation as for one-the-field highlights for more than twenty years. But now advertisers are looking for a bigger bang - and are pushing social media as well as video to increase engagement.

by Kristina Knight

Dannon is banking on social media to push their Super Bowl message, featuring their Oikos branded yogurt and celeb John Stamos. The ad will run in the third quarter of the Super Bowl and will release simultaneously on the company's Facebook and YouTube pages. The big deal about the ad? It was crowdsourced through Poptent, conceptualized and directed by 21 year old Remy Neymarc.

As for the kinds of video ads that get shared the most, data from ShareThrough finds ads from the 2011 Super Bowl featuring children received more than 437.7 million views while funny/celebrity ads were viewed 6.8 million times and conceptual ads were shared just over 15 million times.

Sharing on a single day isn't the goal for many advertisers, though. They want long-term social media chatter which is where a new app from Function(x) called Viggle comes in. It's a loyalty program for television which encourages viewers to 'check in' while they're watching favorite shows. Those check-ins are rewarded by actual goods and services from sponsoring brands. In addition to checking in on programs, users can 'check in' to a commercial, take part in branded quizzes and polls within the app.

How involved, generally speaking, are video viewers? PointRoll reports that a survey of their users found 78% of viewers finished 100% of interactive in-stream ads; comparatively 69% completed 100% of in-stream ads without interactivity.

Rob Gatto, CEO of PointRoll said, "As advertisers increasingly look to expand campaigns across digital platforms and consider video ads as a tool to do that, they must consider interactivity as a feature in their video ads. Our latest research supports how valuable these ads can be in helping advertisers to achieve ROI on their video campaigns."

Tags: Dannon, Function(x), online video, PointRoll, ShareThrough, social sharing, video advertising, video content, video sharing

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