As the world's greatest advertising event peaks Sunday night, YouTube is the real scorecard for those ads both before and after the game. But YouTube views alone do not define ad success. The true measure of video sensation comes in the brand's ability to amortize the cost of that ad over weeks of hype, and use it to move from mere awareness to trust. To demonstrate which brands are succeeding, Touchstorm has developed a free, live dashboard that shows which brands are on the leaderboard.
With traditional metrics looking at big game ad views and judging popularity through voting, the Touchstorm Ad-o-Meter, launching this Sunday, takes it much further, tracking the ads creating an audience, not just buzz. Using a four-part formula of views, likability, velocity and subscriber conversion, the Touchstorm Ad-o-Meter will update daily so everyone can track changes as performance unfolds.
"Fox has YouTube to thank for their $4 million ad rates," said Alison Provost, Touchstorm CEO. "We believe 2014 is the tipping point for the big game, where the vapor trail left behind by game-day creative is far more valuable than the TV spot itself. But marketers aren't yet sure how to calculate the real value. We think it's not just about views and shares. It's about whether or not the multimillion-dollar ad spend contributes to the brand's ability to build a deeper, lasting relationship with consumers. To help them do that, we built a live, free dashboard around four key metrics that shows advertisers how their ads are really performing for the brand."
Touchstorm's Ad-o-Meter gives game-day advertisers a level of analysis they have never seen, allowing them to look deeply at their own performance, as well as how it compares to their peers. The web application demonstrates:
Views: Not only how many views the main ad receives, but adjunct creative is combined to arrive at accurate, total view counts.
Velocity: How long a brand is able to sustain interest in the ad, including when that interest peaks and starts to decline.
Likability: A comparison view of relative passion generated from each ad, showing which ads were genuinely more popular with viewers.
Subscriber Conversion: Which brands' ads are better at generating YouTube subscribers, the critical measurement required for a brand to succeed on YouTube.
On the Ad-o-Meter dashboard, those four metrics are combined and weighted to reveal the Top 10 ads in overall brand effectiveness. Results are expected to change daily as new data appears.
"The real value for brands on the YouTube platform goes beyond views and comes from generating lasting relationships and deeper engagement with consumers," said Greg Spear, Product Architect of the Ad-o-Meter at Touchstorm. "Our Voot software allows us to analyze YouTube videos in a way no one else can, showing precise detail behind the consumer connections those videos are creating for brands."
The live Touchstorm Ad-o-Meter is a part of the Touchstorm Video Index and will be available before the big game Sunday at www.touchstorm.com.
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