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Top 10 Brands in Video: Small brands threaten Apple's lead

Top 10 Brands in Video: Small brands threaten Apple's lead iMedia Editors

There was lots of movement in November in social video, but Apple took the top spot on the Brands in Video chart once again. We also saw debuts by Hot Pockets, Target, and Carlsberg, while chart veterans Samsung, Microsoft, Nike, and Google returned to the chart.

Powered by data from Visible Measures, this monthly chart looks at the most-watched brands in online video, across all of their campaigns. (Check out past charts for August, September, and October.) Here's what we saw in detail for November:

iMedia Connection Visible Measure
Date range: November 01 - November 30, 2011

This Month's Rank Last Month's Rank Brand Current Month's Views % Change in Views
1 1 Apple 9,104,722 12.11%
2 4 Lenovo 8,391,200 69.06%
3 NEW Hot Pockets 8,381,504 NEW
4 Back on Chart Samsung 8,289,876 Back on Chart
5 Back on Chart Nike 7,615,594 Back on Chart
6 3 YouTube 7,093,937 14.05%
7 Back on Chart Google 6,033,363 Back on Chart
8 NEW Target 5,511,198 New
9 NEW Carlsberg 5,331,071 NEW
10 Back on Chart Microsoft 5,129,262 Back on Chart

1. Apple
For the second consecutive month, Apple is the most-watched brand on the web. Riding the wave of visibility from the iPhone 4S launch, Apple moves right into the holiday shopping season with 9.1 million views. Apple currently has more than 35 campaigns in social video, with "Introducing iPhone 4S" bringing in the majority of the views. "Introducing iPad 2" is also contributing to Apple's viewership. 

2. Lenovo
The electronics brand takes second place this month with 8.3 million views. With more than 10 campaigns, Lenovo's co-branded campaign with YouTube, "Spacelab: What Will You Do," is drawing the most views. The campaign promotes a contest for teenagers who have the chance to have their scientific experiment performed in space. "The Do Devil," which launched in October, is also helping Lenovo gain views.

3. Hot Pockets
Hot Pockets makes its debut on the chart, coming in at third place with 8.3 million views. Nearly all of the viewership for the brand is coming from the campaign by the Smosh comedy duo, "Teens in the Wild."

4. Samsung
Samsung hits the chart at fourth place for November with 8.2 million views. The electronics brand has nearly 70 campaigns to its name, but its most recent campaign, which launched right before Thanksgiving, is collecting the most views. "The Next Best Thing" pokes fun at Apple and its fans by comparing the iPhone 4S to the Galaxy S II.

5. Nike
The sports apparel brand ran up more than 7.6 million views in November, landing it squarely in fifth place. At the end of October, Nike launched "Basketball Never Stops," which garnered most of the views for the brand. The campaign used the NBA lockout to its advantage by showing that real basketball never stops. NBA stars LeBron James and Dirk Nowitzki star in the campaign. "Never Stop Running" is also contributing to Nike's view count this month.

6. YouTube
YouTube falls three spots to sixth place for November while grabbing a little more than 7 million views. The internet mogul's co-branded campaign with Lenovo, "Spacelab: What Will You Do," is driving the majority of its views. Another co-branded campaign with LG, "Life In A Day," is also helping YouTube collect views.

7. Google
Google returns to the chart this month at seventh place with more than 6 million views. Of Google's more than 50 campaigns, "The Web Is What You Make Of It," spotlighting Google Chrome, is gathering the most views.  For November, Google uploaded "Movember," showcasing the campaign where men grow mustaches to raise money for male cancer awareness. Additionally, "Nexus One Vloggers," launched January 2010, is also helping to drive views.

8. Target
The retailer makes a brand debut on the chart this month with 5.5 million views. Target benefited from Black Friday excitement by launching its Black Friday campaign "2-Day Sale 2011" earlier this month. Interestingly, the 2011 Black Friday campaign did not bring Target significant views, but its 2010 Black Friday campaign did. We call this phenomenon viral reactivation, where a recent campaign drives views for an earlier campaign.

9. Carlsberg
The Danish beer brand makes its debut on the chart, taking ninth place with 5.3 million views. Carlsberg has fewer than 10 campaigns across the web, and its most recent campaign, "That Calls For A Carlsberg," is driving the bulk of the viewership. The campaign has been performing well in social video, seeing a steady increase in views since launching in September. "That Calls For A Carlsberg" has one creative where an innocent couple is rewarded with a refreshing Carlsberg after facing a theater full of scary bikers.

10. Microsoft
The software brand grabs 5.1 million views for November, enough for 10th place. Microsoft has more than 50 campaigns to its name, with "Productivity Future Vision 2011" grabbing the majority of the views for the brand, while "Multiproduct Holiday" and "The Kinect Effect" also help round out views. All three campaigns were launched in October, helping Microsoft gear up for the holidays. 

iMedia's Top 10 Brands in Video chart, powered by Visible Measures, focuses on aggregated brand view counts across related social video ad campaigns. Each brand and campaign is measured on a True Reach basis, which includes viewership of both brand-syndicated and audience-driven video clips. The data are compiled using the patented Visible Measures platform, a constantly growing repository of analytic data on close to 400 million videos tracked across more than 300 online video destinations.

Note: This analysis does not include Visible Measures' paid-placement (e.g., overlays; pre-, mid-, and post-roll) performance data or video views on private sites. This chart does not include movie trailers, video game campaigns, TV show, or media network promotions. View counts are incremental by month.

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