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Super Bowl Ads That Won Your Views Online

Caroline Lu – February 10, 2016

At the end of Super Bowl Sunday, only one set of numbers mattered: 24-10, the final score in the matchup between the Denver Broncos and the Carolina Panthers. The Broncos emerged as proud victors. That being said, with a 30 second TV ad spot costing $5 million, the Super Bowl is just as much about the commercials as it is about football. Tubular has been tracking official Super Bowl commercials (in online video form) for the past month. Who are the winners in the battle of the Super Bowl 50 ads? Here are a few interesting stats that show which commercials won America’s hearts and views: # of national Super Bowl TV commercials: 52 # of Super Bowl commercials uploaded online by official sponsors*: 183 *Uploaded between 1/8/16 - 2/9/16 Total views of commercials uploaded by official sponsors: 336 million Most Viewed video: The Chase - Hyundai; 22.9 million views [embed]https://www.youtube.com/watch?v=LT6n1HcJOio&feature=youtu.be[/embed] Most Engaging video: X-Men: Apocalypse Super Bowl Trailer; 469K cross-platform engagements   Takeaways: Ads uploaded before the Super Bowl generated the most views: of the top 10 most viewed commercials, 8 were uploaded in the week prior to the Super Bowl. In contrast, four of the top 10 most engaging videos were uploaded Monday after the Super Bowl. All four of these advertisements were new trailers for upcoming blockbusters.   Brands with most views: Hyundai - 49.6 million views, 10 videos T-Mobile - 26.9 million views, 8 videos Doritos - 26.8 million views, 9 videos Toyota USA - 24.2 million views, 4 videos Mountain Dew - 21.6 million views, 4 videos Amazon - 12.9 million views, 3 videos Bud Light - 11.4 million views, 3 videos Squarespace - 8.6 million views, 29 videos Budweiser - 8.2 million views, 11 videos Apartments.com - 6.5 million views, 2 videos   Top Official Super Bowl commercials by online views: Hyundai The Chase (22.9 million views) Toyota Prius Getaway Car (21.9 million views) Mountain Dew Puppymonkeybaby (17.6 million views) Hyundai First Date (14.3 million views) Amazon #BaldwinBowl (14 million views) T-Mobile Hotline Bling (13 million views) Bud Light Party (11.1 million views) Hyundai Ryanville (10.9 million views) Doritos Ultrasound (9.5 million views) X-Men: Apocalypse Trailer (9.5 million views)   Top Official Super Bowl videos by engagement: X-Men: Apocalypse Trailer (9.5 million views, 469K engagements) Hyundai First Date (14.3 million views, 381K engagements) T-Mobile Hotline Bling (13 million views, 340K engagements) Heinz Weiner Stampede (5.8 million views, 282K engagements) Marvel’s Captain America: Civil War Trailer (5.7 million views, 252K engagements) The Jungle Book Trailer (3.9 million views, 225K engagements) Mountain Dew Puppymonkeybaby (17.6 million views, 168K engagements) Independence Day Trailer (6.3 million views, 167K engagements) Hyundai Ryanville (10.8 million views, 145K engagements) Super Bowl Babies - Seal (4 million views, 127K engagements)   Data collected 2/10/16

Buzzfeed's Tasty Reclaims #1 Spot In December Rankings

Caroline Lu – January 20, 2016

Tubular's December rankings of online video influencers and brands are live! Key takeaways from this month: Buzzfeed's Tasty reclaimed the #1 overall spot with 1 billion December views. NowThis News and AJ+ each jumped 14 places to claim the #5 and #6 overall cross-platform spots. AJ+’s strong performance points to Al Jezeera focusing its efforts on digital content and distribution. In the Global Brands ranking, top performers from last month maintained their places, while Clash of Clans jumped 18 spots to become #4. GoPro had the highest engagement rating at 2.7%. In the US TV Brands category, NFL jumped 7 spots to claim #7. The top 100 video brands and influencers together generated 37.5 billion total cross-platform views in December, up 4% from November 2015. Links to Tubular December Rankings https://tubularlabs.com/rank/cross-platform/ https://tubularlabs.com/rank/brands https://tubularlabs.com/rank/us-tv-brands/ https://tubularlabs.com/rank/youtube/ https://tubularlabs.com/rank/facebook/ https://tubularlabs.com/rank/facebook-compilations https://tubularlabs.com/rank/vine/ https://tubularlabs.com/rank/instagram/

Top Emojis Used Across Instagram Video [Infographic]

The Ellen Show Tops November Rankings, LEGO Is #1 Brand In Video

Caroline Lu – December 18, 2015

Our November rankings of the top online video influencers and brands are here! A few highlights from this month: The Ellen Show claims the #1 spot with 1.1 billion views. Justin Bieber jumps to #2 with 853 million views, combining major views from YouTube, Instagram, and Facebook. Bieber launched new music videos in November, as did Adele, leading to their rise in the rankings. For the first month in 2015, Buzzfeed media properties fall out of the top two spots. The top 10 video publishers overall generated 6.5 billion November cross-platform views, up 8.1% from October. The top 100 video brands and influencers together garnered 36 billion total cross-platform views in November, up 105% from January 2015. This month, we also introduced Top 25 Video Brand “Viewmakers,” the brands generating the most video views online. LEGO ranks #1 with 151 million views in November, followed by Red Bull, Disney Parks and Walmart. Clash of Clans is the most engaging brand on the list, with a 5.7% engagement rate. Brands like Walmart and Tide have social engagement rates on their video near 0%, typically a sign of heavy paid promotion. Television Brands continue to perform well, including news, sports, and late night content. NBC Nightly News and The Weather Channel both premiered on the rankings in November. Links to Tubular November Rankings https://tubularlabs.com/rank/cross-platform/ https://tubularlabs.com/rank/brands https://tubularlabs.com/rank/us-tv-brands/ https://tubularlabs.com/rank/youtube/ https://tubularlabs.com/rank/facebook/ https://tubularlabs.com/rank/facebook-compilations https://tubularlabs.com/rank/vine/ https://tubularlabs.com/rank/instagram/  

How YouTube Influences Holiday Purchases

Caroline Lu – December 11, 2015

The holiday season is officially upon us, and with it comes the biggest shopping weeks of the year. Preceding occasions such as Black Friday, Cyber Monday, or even a mid-December mall outing, is the extensive online search by consumers for the latest and greatest gift ideas. With over 1 trillion searches a year, Google is undoubtedly a key player in the consumer buying journey. This year, YouTube is becoming a top resource for finding content on popular products to give and receive. In November 2015, some of the top trending searches on Google Shopping identified by Google were smart watches, smart TVs, Levi jeans, holiday onesies and Halo 5: Guardians. Tubular took a look at these products to see if they showed similar dominance in video. We learned that: Halo 5 showed extremely high engagement. Smart watches and smart TVs both had lower engagement rates, even though smart watches reaped in the most total views. One possible reason is that gaming content is conducive to community interaction while electronics content is centered around informative videos such as reviews and recaps that consumers merely watch. Novelty products like onesies had 2x the engagement compared to classics such as Levi jeans. In addition, holiday onesies have strong traction with influencers whereas the Levi jeans space also includes a fair amount of brand content. A large majority of videos posted about each of these particular search terms are by influencers. Take smart watches, for example. According to our data, YouTube stats leading up to Holiday 2015 show that 96% of the videos posted were from influencers generating a whopping 76% of the views and 90% of the engagements. Brands are also making a final push as we approach the end of the year. Continuing with the smart watch example, Apple has uploaded close to 60 all-time videos pertaining to the Apple Watch. Of these, 1/3 were posted in the last 90 days, and they average of 500,000 views/video and 3,000+ engagements/video. As holiday shoppers add items to their carts, they'll continue to turn to YouTube to help inform their purchasing decisions. What's awaiting them are the brands' compelling messages and the influencers' gift guides and reviews. Note: Data collected is from 1/1/15 - 11/15/15

September Rankings of Top Video Creators Across Platforms

Caroline Lu – October 17, 2015

Tubular Labs releases the top video creators across all platforms and all devices for the month of September.

Tubular Labs Hires Michael Kamprath as Chief Technology Officer

Caroline Lu – October 8, 2015

Tubular Labs today announced that Michael Kamprath has joined the company as its first CTO. Kamprath has over 20 years of experience having most recently served as VP of Engineering at Quantcast where he oversaw software development and multi-terabyte big data analytics. “We are thrilled to have Michael join our company,” said Rob Gabel, Founder and CEO of Tubular Labs. “His experience growing engineering teams from just a handful of employees to over 100 people and his deep expertise in the data measurement and analytics space will be invaluable in taking Tubular to the next level.” “Joining Tubular was an easy decision,” said Michael Kamprath, CTO of Tubular Labs. “With more than 50 million video uploads every month, Tubular is the only company that offers unparalleled cross platform video analytics. It’s exciting to be part of an engineering team that continually innovates and leads the charge in the space.” Prior to Quantcast, Kamprath was at Advertising.com where he led their advanced research team to design, develop and operate the company’s AdLearn optimization system. He stayed in that role for nearly a decade up and through the acquisition by AOL, establishing the company as a leader in data-driven bid optimization and management. Kamprath started his career as an officer in the U.S. Air Force where he held various roles, including doing original research on the impact of space debris and being the program manager for the Taurus space launch vehicle. He holds BSE and MS degrees in Aerospace Engineering from the University of Michigan.

Denis Crushell to Join Tubular Labs as VP of Europe

Caroline Lu – October 6, 2015

Tubular Labs today announced that Denis Crushell has joined the company as VP of Europe responsible for heading Tubular’s European operations and expansion from London. Denis brings nearly a decade of experience at Google having most recently served as YouTube’s head of sponsorship in EMEA. Tubular already has over a dozen enterprise customers headquartered in the EMEA region, including FremantleMedia, Endemol, DailyMotion, and ChannelFlip. “When I saw Tubular Labs’ software and vision, I had to join the team. Tubular removes the guesswork from programming decisions and influencer partnerships. It’s at the very forefront of video intelligence technology.” “Last year, European brand videos grew more than 50% in viewership, surpassing 31 billion views and over 500 million engagements,” said Rob Gabel, Founder and CEO of Tubular Labs. “This rapid growth coupled with the increasing number of customers we’re adding in EMEA requires that we establish a dynamic presence in the region through a strong and experienced leader like Denis.” Prior to joining Tubular, Crushell held several management positions at YouTube and Google. Before his most recent role at YouTube, he was head of YouTube’s Sports Sponsorship in Northern and Central Europe, working directly with YouTube’s largest sports advertisers in that region. Prior to that, Crushell was Retail Industry Manager at Google, working with a portfolio of some of Google’s largest retail customers in the UK. “Online video is exploding globally, but very few brands and media owners capitalise on it effectively,” said Crushell. “When I saw Tubular Labs’ software and vision, I had to join the team. Tubular removes the guesswork from programming decisions and influencer partnerships. It’s at the very forefront of video intelligence technology.”

Tubular Announces Opening of East Coast Headquarters in New York City

Caroline Lu – September 29, 2015

Tubular Labs today announced the opening of its East Coast headquarters in New York City. Led by Tubular’s SVP of Customer Growth and Success, Marc Schraer, the New York City office will serve clients on both coasts and internationally. “After adding Spotify, GE, HarperCollins, Mattel and other enterprise customers in New York City, establishing our East Coast headquarters there was a natural next step” “After adding Spotify, GE, HarperCollins, Mattel and other enterprise customers in New York City, establishing our East Coast headquarters there was a natural next step,” said Rob Gabel, CEO and founder of Tubular Labs. “New York is not only a significant force in global commerce, technology and innovation, it is also the geographic center of gravity for many of our customers, which are global media companies and brands. In addition, we’ll be close to our NYC-based investors, including FirstMark Capital, Canaan Partners, Lerer Hippeau Ventures, High Line Venture Partners, and Bedrocket Media Ventures.” “Leading a seven member and rapidly growing sales and customer success team, I am thrilled about what we can accomplish by having a prominent presence in the East Coast,” said Marc Schraer. “With over 80 brands, media companies and MCNs as enterprise customers, Tubular is the standard in video intelligence. Being in New York allows us easy and frequent touch points with existing and potential new customers.” A recent key hire in New York is David Dowd, VP of Customer Growth for media companies. He is responsible for driving strategic relationships and evolving Tubular’s offering for its customer base of traditional broadcasters, publishers, production companies and digital-first media companies. “I’m excited to have David join our team,” said Marc Schraer. “His significant experience helping media companies capture great value from SaaS-based social-oriented solutions makes him an invaluable asset to Tubular.”  