10.12.2012 by David Waterhouse
Search engine beats Nike to become most shared advertiser

Google is the most successful social video brand of 2012. The technology giant’s video campaigns attracted more shares this year than any other advertiser, according to new data released today by Unruly — the award-winning platform for social video advertising.

Thanks to the global success of such campaigns as Project Glass: One Day, Google increased the number of shares it attracted in 2012 by 196.8% from the previous year, beating Nike to the top spot by 421,359 shares.

This year sees a number of newcomers to the top 10, with TNT Benelux, Coca-Cola, Abercrombie & Fitch, Samsung and P&G replacing last year’s front-runners Budweiser, Evian, T-Mobile, Activision and Kia, showing that competition in social video advertising is heating up. Coca-Cola made the biggest leap, growing by 485.4% from last year. The top 10 brands accounted for a mammoth 35 million video shares.

Unruly co-founder Sarah Wood said: “The Unruly 2012 Social Video Share Index is the definitive chart for measuring a commercial brand’s social video success as it’s based purely on sharing activity rather than views and subjective criteria. This is the content that people are choosing to share. Savvy brands are no longer creating content to merely watch their YouTube view counter tick up, they’re measuring who's sharing the content, what they're saying, and how it's impacting brand metrics.”

The Unruly 2012 Social Video Share Index includes all shares, tracked regardless of content release date, between January 1, 2012 and November 22, 2012. The 2011 comparison statistics were also from January 1 to November 22.

The 2012 Index, based on data from the Unruly Viral Video Chart, ranks videos by the number of shares they attract across Twitter, Facebook and the blogosphere as opposed to the number of views. As such, it is a measure of the brand’s viral success ranking branded content by the volume of active pass-on rather than the more passive metric of video consumption.

The list shows the extent to which some brands have already recognized video’s potential for brand advocacy and are successfully leveraging the potential of the social web to increase sales. The top 20 does not include movie or TV trailers.

To download the Top 5 Trends for Social Video Advertising in 2012, click here

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