What makes online motion picture advertising successful?
MOVING PICTURE A recent study by Millward Brown analyzes the factors that make video advertising a viral success and presents the ten most successful Swiss advertising videos in 2014.
Feeling like Hulk. That's what a football player is supposed to feel when he wears the green Nike jersey. The YouTube commercial made it to number one in the 2014 charts. "What makes YouTube commercials successful?" - Google gave this question to the market research institute Millward Brown to analyze. They examined 24 of the most successful YouTube advertising videos of 2014 using a user survey and benchmark comparison to identify the key drivers of their viral success. 88 percent of the best YouTube advertising videos in 2014 were rated above average by users in terms of their uniqueness and the emotions they triggered. You should therefore not rely on role models, but create your own ideas. It is important to know what makes the target group tick and what appeals to them emotionally - the commercial should become a piece of entertainment. Statements such as "It's fun to watch", "interesting" or "engaging" were rated much higher than the norm in more than half of the most successful commercials.- Virality requires users to be willing to share content. Users should be encouraged to like and share a commercial. According to the analysis, this requires criteria such as comprehensibility, relevance, new information, trust and music.- Focus on relevance instead of pushing the brand to the fore. In half of the most successful commercials, branding is below average. Users share content above all when the content is relevant to them. The brand is in the background - no 30-second videos that are also used for TV. More time should be invested in storytelling. The average length of the most successful commercials is over two minutes.These are the ten most successful Swiss advertising videos of 2014:1st Nike Football "Winner Stays"2. Zurich household contents insurance "Bike Thief - Clip 1"3. wren "First Kiss"4. nike football "The Last Game"5. swisscom "Tina Turner's love story with Switzerland and iO"6. evian "Spider-Man - The Amazing Baby & me 2"7 AXE "Take your destiny into your own hands!"8 SaveTheChildren "Most Shocking Second a Day Video"9TH EDEKA "Super cool"10th Clash of Clans "Clan Wars! (Now Available)"
