The Tech sector regains the top spot with a glut of videos from smartphone brands
The IAB’s H1 Digital Adspend report released last week, reveals that online video advertising has grown by almost 100% year on year. To celebrate we’re taking a close look at the realm of online video in September’s Spotlight on Social video. Every day last month the Ebuzzing Labs tracked thousands of branded online videos to find out which sectors are producing the most viewable, shareable video content.
September in Numbers:
Last month 12,000 videos were produced by over 1,100 brands, with the top 10 videos viewed over 78 million times.
Once again the tech sector is among the top in the spotlight. Rarely beaten in terms of numbers of video produced, last month tech brands were especially busy, producing 22% of all branded video content. Tech also took a massive percentage of all video views with 38% of all the views in September attributed to tech brands. To put that in context the second highest sector, automotive, only received 8.8% of all views. It’s easy to see why Tech’s stats are so high, 4 of the top 10 videos were produced by tech brands advertising smartphones.
Although tech overshadowed every sector by a mile last month, the automotive sector is worth a mention. Producing 7.6% of videos the sector took 8.8% share of views, the second highest. The most impressive stat is the number of interactions it generated. Taking 14.5% of all Facebook interactions in September, the sector also managed a Facebook interaction rate of 4.1%, far above the month’s average of 2.1%. It’s rare for a sector with high views to also have a high interaction rate, as the more views a video receives the less likely people are to interact.
Last month featured the day all gaming fans had been waiting for: the release of GTA V. As such it’s only fitting to take a look at the games sector. Unlike during the months leading up to the release the games sector didn’t release as many videos, possibly due to the fact that GTA V was available for purchase halfway through the month. Producing just 5.9% of all the videos in September the videos did manage to attract an impressive 8.3% of the total views, the third highest, suggesting the videos it did produce were high quality.
The camera brand produced a fantastic online video campaign in September. Their video, Fireman Saves Kittens, probably the world’s best viral video title, took the number 2 spot in September’s top videos, just missing out on first place. The brand took an impressive 6% of September’s video views and had a huge 14.3% of the total Facebook interactions, showing the video prompted a strong response among users.
Although Motorola didn’t come in the top ten for the number of videos it produced it did come first for share of video views, taking 6.4% of all September’s views. Their video Lazy Phone came top in the Video Buzz Chart with 14.9 million video views, showing that their creative was extrememly viewable. Could we be witnessing the beginning of Motorola’s come back?
Mercedes Benz placed one video in the top ten, the oddly compelling Magic Body Control: Chicken. The video was viewed over 3.7 million times and although the brand didn’t feature in the top ten for share of views it did manage to take 5.6% of the total Facebook interactions. An impressive stat considering the relatively low view count.
For more insights and statistics download the full report.