What does it take for TV advertisers to outperform competitors? The ability to make audiences feel. In the first half of 2015, we’ve seen a plethora of emotion-based ads that have resonated in the minds of consumers.
For some this marketing approach has given certain brands the chance to stand out and join the top 10 best performing ads ranked by iSpot.tv’s Digital Share of Voice (SOV). Half of the spots on this year’s list of most engaging ads that aired during Super Bowl XLIX had a huge impact on TV and second-screen audiences. And three of these ads aired just once or twice.
The majority of ads on the list focus on making audiences feel empowered, hopeful and happy, all the while keeping us connected to the message and the brand. Advertisers that appeal to our emotions know how to make this advertising strategy work in their favor.
Top 10 Best Performing ads ranked by Digital SOV*:
* Digital SOV = The percentage of earned digital activity compared to all other national spots that aired in 2015.
#10 adidas: Take It
Digital Share of Voice: .41 percent
Online Views: 38.5 million
National TV Airings: 1,703
#9 Supercell: Clash of Clans: Ride of the Hog Riders: Call in the Cavalry
Digital Share of Voice: .42 percent
Online Views: 42.6 million
National TV Airings: 302
#8 Snickers: The Brady Bunch
(Super Bowl XLIX)
Digital Share of Voice: .46 percent
Online Views: 20.4 million
National TV Airings: 8,596
#7 UnitedHealthcare: Our Song
Digital Share of Voice: .53 percent
Online Views: 5.3 million
Social Actions: 1.3 million
National TV Airings: 1,113
#6 T-Mobile: Kim’s Data Stash
(Super Bowl XLIX)
Digital Share of Voice: .74 percent
Online Views: 55.6 million
National TV Airings: 69
#5 Android: Friends Furever
Digital Share of Voice: 1.12 percent
Online Views: 18.2 million
Social Actions: 2.7 million
National TV Airings: 387
#4 Supercell: Clash of Clans: Revenge
(Super Bowl XLIX)
Digital Share of Voice: 1.19 percent
Online Views: 55.6 million
Social Actions: 1.5 million
National TV Airings: 1
#3 Budweiser: Lost Dog
(Super Bowl XLIX)
Digital Share of Voice: 1.39 percent
Online Views: 45.2 million
Social Actions: 2.6 million
National TV Airings: 2
#2 Always: Like a Girl
(Super Bowl XLIX)
Digital Share of Voice: 1.77 percent
Online Views: 8.4 million
Social Actions: 5.1 million
National TV Airings: 2
#1 Ad Council: Diversity & Inclusion: Love Has No Labels
Digital Share of Voice: 1.85 percent
Online Views: 53.1 million
Social Actions: 3.7 million
National TV Airings: 117
Written by Andrea Davis-Gonzalez