Automotive claims Spotlight victory thanks to Volvo & Van Damme

December 11 2013

Automotive claims Spotlight victory thanks to Volvo & Van Damme

Christmas is fast approaching and brands from all ends of the spectrum were out in force to release their online video ads. While Internet brands previously dominated they were swiftly swept aside by the automotive sector in November, whose success came almost solely at the hand of Volvo Trucks.

November in numbers

1,300 brands produced 17,151 videos, with over 415 million views tracked by the Ebuzzing Labs.

Top Sectors

Automotive

The Automotive sector was by far the top performing industry in November. Producing just 5% of the total videos it managed to take 21% of all views tracked in November. The sector also took 31% of all Facebook interactions, equating to an interaction rate of 3.9%, well above the average of 2.6%, proving automotive’s audience was truly engaged.

Luxury

Although Luxury doesn’t appear in the top 10 for number of videos produced it manages to take 11% of the total views. The sector also registered a very good Facebook interaction rate of 3.2%. The strong performance is probably due to the influx of perfume and jewellery ads in the lead up to Christmas.

Retail

Given the time of year it’s worth taking a closer look at the retail sector. It produced a surprisingly low number of videos, only 6% of the total tracked and acquired just 5% of the total video views. Despite the low number of views the retail sector performed incredibly well in terms of Facebook Interactions. 11.2% of all interactions were attributed to retail brands, an interaction rate of 6.2%, more than double the average.

Top Brands

Volvo

Volvo could only be November’s top brand. Volvo Trucks and Van Damme’s video, Epic Split, came top in the Video Buzz chart with over 50 million views. The brand managed to take 15.8% share of views and a huge 26% of the Facebook interactions – not bad for an ad about heavy goods vehicles.

Sony

While Sony didn’t have quite as much showmanship as Volvo it’s worth mentioning. Sony produced 1.4% of all videos in November, taking 5.1% total views and a respectable 3.4% of all Facebook interactions. The solid performance is probably due to the long-awaited release of the PS4.

Coca Cola

Coca Cola isn’t a top performing brand as such but its November stats are interesting. It produced 1% of all videos but took double that in Facebook interactions. The Facebook interaction stat is probably due to the much-loved Coke ad, Holidays are Coming, which is consistently posted and shared in the lead up to Christmas.

All stats are taken from the Ebuzzing Labs.

Download the full report.

Written by Lauren Bigland

Published on #Spotlight on Social Video

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