There's no question that social media has changed the way we watch video. These days, a new video can skyrocket to a most-viewed slot in the matter of days, if not hours. As evidence of this, in May, iMedia's Top Brands in Video chart saw three new major brands enter the fray. Additionally, President Obama returned to the chart as 2012 campaigning efforts ramp up.
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 April, March, and February.)
And now, let's take a look at the brands (and the videos) that have been dominating the online video world this past month.
1. Nike
The sports apparel brand dominated May's chart by surging to 23.5 million views, seeing a 14 percent growth from the prior month. The majority of the views are coming from Nike's 2012 European Championship campaign, "Summer of Football," launched in mid May. The interactive campaign features a number of athletes, and fans have the opportunity to explore different aspects of the main spot by clicking on the tunnels within the video. Besides this most recent campaign, Nike has nearly 100 other social video campaigns to its name.
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2. Google
Google falls from its reign at the top of the chart to the runner-up position, generating 16.5 million views in May. "The Web is What You Make Of It," the 2011 campaign promoting the success stories of Google Chrome, continues to drive viewership for the brand. Additionally, "Introducing Google Play" and "Chromebook" are also generating views for the internet powerhouse.
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3. Budweiser
The beverage brand makes its debut on the chart by landing at third place with 11.7 million views. Of the 20-plus campaigns attributed to Budweiser, nearly all of its views in May were generated from its new campaign, "The Great Preparation." The new campaign stars UFC fighter Anderson Silva and Steven Seagal, as they face off in a bar for the last Budweiser.
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4. Rovio
The gaming company falls to fourth place in May, gathering 10.3 million views. Although it's impressive that the company has continued to drive views to "Angry Birds," the company saw a nearly 50 percent decline in views for the month. No new assets have been uploaded since March.
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5. Samsung
The electronics brand saw an increase in views and snatched fifth place for the month. Launched at the end of May, Samsung's newest campaign, "Beckham Plays Beethoven's Ode to Joy," collects the most views for the brand. In the ad for the Galaxy Note, Beckham kicks a soccer ball into a set of drums to the tune of "Ode to Joy." Additionally, "Designed for Humans" and "Samsung Memory" are also driving traffic for the brand.
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6. Pepsi Max
In May, the beverage brand garnered 7.3 million views to debut on the chart in sixth place. Of the 15 campaigns attributed to Pepsi Max, May's "Uncle Drew" is generating nearly all of the views for the brand. "Uncle Drew" stars NBA Rookie of the Year Kyrie Irving, disguised as an elderly man who stuns fellow players with a host of plays and tricks.
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7. Barack Obama
In his return to the chart in May, the U.S. president landed at seventh place with 6.7 million views. The president's campaign, now in high gear, has more than 50 ad campaigns under its belt, with "Go" and "Romney Economics" generating the most views.
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8. Invisible Children
The nonprofit fell to eighth place with 5.9 million views. Its record-breaking "Kony 2012" campaign helped launch Invisible Children into social video stardom and continues to drive viewership to the nonprofit's cause.
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9. Old Spice
The men's grooming brand continues to see huge views, nabbing 5.4 million views in May. April's "Believe in Your Smellf" promotes the Old Spice Champion line of products and touts a cameo by actress Heather Graham. Additionally, January's "Smell is Power" starring Terry Crews is also helping to generate views.
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10. Ford
The American automaker makes its debut on the chart by sliding into 10th place. The vast majority of the 4.4 million views for the car brand is due to its newest social video campaign, "Go Further." The slick campaign touts the mileage capabilities of the Ford plug-in hybrids via slow, sweeping camera shots, and a smooth, deep voiceover.
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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.
Learn more here.
"Stage lights" image via Shutterbox.
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