Alcohol Ad Sharing Up In Q1, But Market Leaders Still Lag Behind In Social Video, Says New Report
Top Four Alcohol Ads Account for 97% of Shares; Wine & Spirit Brands Have Untapped Potential in Social Video, According To New Study By Video Tech Company Unruly.
NEW YORK, LONDON – May 23, 2013 – Market leaders in the alcohol sector are being left behind in social video marketing because they are not optimizing their content for the social web, according to new research released today by video technology company Unruly.
The report, called ‘Untapped Potential: The State of Sharing in the Alcohol Sector’, found that despite enjoying significant growth last quarter, 97% of the shares across the social web came from just four ads – fewer than 1% of the alcohol adverts released in 2013 – including Budweiser’s runaway Super Bowl hit “Brotherhood” and a controversial video by little-known Russian-Austrian vodka brand, Neft. Meanwhile, market leaders such as Diageo and SAB Miller are lagging behind. Wine brands remain the slowest to embrace social video, attracting less than 1% of the sharing activity during both quarters.
Beer brands, which historically dominate alcohol advertising, were also impacted by spirit brands in Q1, lowering beer brands’ share of voice from 97% in Q4 2012 to 75% in Q1 2013.
The key findings of the report were:
- Four ads drove 97% of the video shares in Q1: Budweiser, Neft Vodka, Carlsberg and Heineken;
- Underdog brands lead social video in the spirits industry, which is outstripping sales growth of wine and beer at 3.7% CAGR;
- Alcohol brands accounted for almost half (47.1%) of total FMCG/CPG shares in Q1 2013, helping to drive a 78.2% quarter-on-quarter increase in the overall sector;
- AB InBev increased video shares from 8% in Q4 2012 to 59% in Q1 2013;
- The top 10 alcohol ads were an average of 2 minutes 16 seconds long;
- Of the top 10 alcohol videos in Q1 2013, only one – Beck’s Sapphire – was 30 seconds long.
“The research found that some of the big alcohol brands – and subsectors – are vastly underperforming in social video,” said Ian Forrester, Unruly’s Insight Director. “For wine and spirit brands, the opportunity to increase brand awareness and sales conversion rates through social video in a way that that is socially responsible and meets LDA requirements is huge, as there has been very little mass movement from these brands in creating shareable video content. Additionally, leading brands like Diageo and SAB Miller that have very strong market share are lagging behind competitors when it comes to social video share of voice.”
The research, which evaluates social video success in the alcohol industry, found that overall video sharing in the alcohol sector increased 1,593% from Q4 2012 to Q1 2013.
Top 10 Performing Alcohol Videos – Total Shares – Q1 2013
Click here to download the full report.
About the Methodology
Data in this report is supplied by Unruly Analytics™, a cloud-based dashboard which measures social reactions to video content from 1,300 brands across all verticals.
Analysis period is Q3 2012 to Q1 2013 inclusive. The data used in Unruly Analytics also powers the Unruly Viral Video Chart™, which has been trusted since 2006 by advertisers worldwide to track their video content and has tracked over 329 billion video views worldwide.
Data from Unruly Analytics has been combined with insight from Unruly ShareRank™, a proprietary algorithm created by combining data from the Unruly Viral Video Chart with the responses of thousands of viewers and incorporating 100+ variables that affect ‘shareability’.
Video technology company Unruly is the leading global platform for social video marketing and works with top brands and their agencies to predict the emotional impact of their videos and get them watched, tracked and shared across paid, owned and earned media. We use our proprietary technology to turn target audiences into engaged viewers and engaged viewers into customers and advocates. Brands use our social analytics dashboard to benchmark their content, outsmart the competition and demonstrate superior ROI. We’re dedicated to finding elegant, data-driven solutions to the social marketing problems that challenge brand advertisers in today’s cluttered and confusing media landscape.
In a nutshell, brands use Unruly to join the dots on Facebook, YouTube and the social web. The Unruly Viral Video Chart has tracked 329 billion video streams since 2006. With an engaged audience of 978 million consumers, across the full range of mobile, tablet and second screen devices, Unruly has delivered, tracked and audited 2.8 billion video views across 2,500+ social video campaigns for over 400 brands including Coca-Cola, T-Mobile, Volkswagen, Microsoft, Warner Brothers and adidas. We’ve worked with 60% of Interbrand’s Top 100 Best Global Brands and our mission is to deliver the most awesome social video advertising campaigns on the planet.
Founded in 2006, Unruly has 11 offices and employs over 125 people globally. In 2012, Unruly secured a $25 million Series A investment – the largest ever for a private company in the social video space. The company has won over 15 awards including “Best Content Distribution Service” at the Braves Awards; “Digital Innovator of the Year” at the Sunday Times Hiscox Tech Track 100 and #14 on the Deloitte Technology Fast 500 EMEA 2012. To find out more visit www.unrulymedia.com
UNRULY, UNRULY MEDIA, UNRULY SHARERANK, UNRULY ANALYTICS, THE UNRULY VIRAL VIDEO CHART and associated names, marks, logos and designs are trademarks and/or registered trademarks owned by Unruly Group Limited in the United Kingdom, United States and elsewhere.