SPOTLIGHT ON SOCIAL VIDEO: FEBRUARY 2014

SECTOR ANALYSIS

EBUZZING LABS: SPOTLIGHT ON SOCIAL VIDEO

19% OF THE TOTAL VIDEOS PUBLISHED WERE FROM THE TECHNOLOGY SECTOR

Technology produced the most releases, possibly due to MWC

Entertainment moves up into second place

Split of videos produced was even across many sectors

12,756 VIDEOS PUBLISHED

IN FEBRUARY 2014

19%

10%

7% 7%

6%

5%

5%

5%

5%

5% 4% Technology

Entertainment

Retail

Sport

Finance

Games

Automotive

Health & Beauty

Beverages

Services

Internet

SHARE OF NUMBER OF VIDEOS PUBLISHED

EBUZZING LABS: SPOTLIGHT ON SOCIAL VIDEO

BEVERAGES TAKES 17% OF THE TOTAL SHARE OF VIEWS

Beverages came top thanks to adverts from Pepsi & Coca Cola

Technology took second place despite having no videos in the top 10

445 million views tracked

IN FEBRUARY 2014

17%

14%

14% 13%

10%

5%

5%

4% 3%

3% 3% Beverages

Technology

Automotive

Entertainment

Health & Beauty

Retail

Games

Finance

Sport

Fashion

Travel

SHARE OF NUMBER OF VIDEOS PUBLISHED

Automotive takes third place due to strong Super Bowl videos

EBUZZING LABS: SPOTLIGHT ON SOCIAL VIDEO

18% OF FACEBOOK INTERACTIONS WERE FROM ENTERTAINMENT BRANDS

SHARE OF FACEBOOK INTERACTIONS

18.2% 18.0%

12.9% 10.3%

9.2%

4.8% 4.6% 4.1% 4.0% 3.4% 3.2%

0.0% 2.0% 4.0% 6.0% 8.0%

10.0% 12.0% 14.0% 16.0% 18.0% 20.0%

EBUZZING LABS: SPOTLIGHT ON SOCIAL VIDEO

THE AVERAGE INTERACTION RATE WAS 2% ACROSS ALL SECTORS

FACEBOOK INTERACTION RATE

7.4%

4.5%

3.4% 2.8% 2.5% 2.3% 2.2% 2.0% 2.0% 1.9% 1.8%

0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

6.0%

7.0%

8.0%

EBUZZING LABS: SPOTLIGHT ON SOCIAL VIDEO

THE AVERAGE VIDEO LENGTH WAS 4.1 MINUTES

LENGTH (SECONDS)

1154

454 361 327 320 313 311

246 236 183 175

0

200

400

600

800

1000

1200

1400

BRAND ANALYSIS

EBUZZING LABS: SPOTLIGHT ON SOCIAL VIDEO

2.1% OF THE TOTAL VIDEOS PUBLISHED WERE FROM GOOGLE

SHARE OF VIDEOS PUBLISHED

2.1%

1.7% 1.4%

1.2% 1.2% 1.2% 1.2% 1.0% 0.9% 0.8% 0.8%

0.0%

0.5%

1.0%

1.5%

2.0%

2.5%

EBUZZING LABS: SPOTLIGHT ON SOCIAL VIDEO

COCA COLA TAKES 6.6% SHARE OF TOTAL VIEWS

SHARE OF TOTAL VIEWS

6.6% 6.3% 5.6% 5.4%

4.7%

3.3% 3.1% 3.0% 2.9% 2.5%

2.1%

0.0%

1.0%

2.0%

3.0%

4.0%

5.0%

6.0%

7.0%

EBUZZING LABS: SPOTLIGHT ON SOCIAL VIDEO

PEPSI TAKES 9.6% TOTAL FACEBOOK INTERACTIONS

SHARE OF TOTAL FACEBOOK INTERACTIONS

9.6%

6.9%

5.4% 4.5% 4.2%

3.4% 2.4% 2.4% 2.4% 2.3%

1.6%

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

EBUZZING LABS: SPOTLIGHT ON SOCIAL VIDEO

UNICEF GENERATES HUGE 171% FACEBOOK INTERACTION RATE

FACEBOOK INTERACTION RATE

170.8%

65.6%

39.5% 33.3% 32.3% 25.6% 24.0% 23.4% 21.3% 20.3% 19.1%

0.0%

20.0%

40.0%

60.0%

80.0%

100.0%

120.0%

140.0%

160.0%

180.0%

Unicef Cartier Gucci Credit Suisse

Axe (Lynx) Estrella Damm

Amstell Dr Pepper Burberry Dolce & Gabanna

Snickers

EBUZZING LABS: SPOTLIGHT ON SOCIAL VIDEO

GILLETTE TOPS FEBRUARY’S VIDEO BUZZ CHART

TOP RANKED VIDEOS FEBRUARY 2014

RANK Brand Sector Title VIEWS

1 Gillette Health & Beauty Lionel Messi & Roger Federer Trading Places #InnerSteel 19 134 310

2 Maserati Automotive 2014 Ghibli - Strike 12 071 352

3 Pepsi Beverages Pepsi MAX & Jeff Gordon Present: Test Drive 2 11 938 238

4 Chrysler Automotive America’s Import 11 386 961

5 Coca Cola Beverages It’s Beautiful 10 989 215

6 Schwarzkopf Health & Beauty You - A Declaration of Love 10 956 226

7 Pepsi Beverages Human Loop the Loop with Damien Walters - Pepsi Max. Unbelievable #LiveForNow

5 945 604

8 Warner Brothers Entertainment Everything is Awesome! 4,380,339

9 Coca Cola Beverages Coca-Cola Light - Choose Love Over Like 4 077 567

10 Three Telecoms #Singitkitty 4,050,486

Gillette’s latest advert starring Roger Federer & Lionel Messi dominated the Video Buzz Chart

EBUZZING LABS: SPOTLIGHT ON SOCIAL VIDEO

APPENDIX

Share of views = Total views by sector or brand / Total views

Share of Facebook interactions = Interactions on Facebook for a sector or brand / Total interactions on Facebook

Interaction rate = Interactions on Facebook / Number of views