Welcome!

News Feed Item

Why Views Are Not Enough To Crown The Big Game Advertising Champion

Touchstorm Releases Daily Leaderboard of Game Day Ads to Track the Effects on Brand Equity

NEW YORK, Jan. 31, 2014 /PRNewswire/ -- As the world's greatest advertising event peaks Sunday night, YouTube is the real scorecard for those ads both before and after the game. But YouTube views alone do not define ad success. The true measure of video sensation comes in the brand's ability to amortize the cost of that ad over weeks of hype, and use it to move from mere awareness to trust. To demonstrate which brands are succeeding, Touchstorm has developed a free, live dashboard that shows which brands are on the leaderboard.

(Logo:  http://photos.prnewswire.com/prnh/20131210/NY30501LOGO-b )

With traditional metrics looking at big game ad views and judging popularity through voting, the Touchstorm Ad-o-Meter, launching this Sunday, takes it much further, tracking the ads creating an audience, not just buzz. Using a four-part formula of views, likability, velocity and subscriber conversion, the Touchstorm Ad-o-Meter will update daily so everyone can track changes as performance unfolds.

"Fox has YouTube to thank for their $4 million ad rates," said Alison Provost, Touchstorm CEO. "We believe 2014 is the tipping point for the big game, where the vapor trail left behind by game-day creative is far more valuable than the TV spot itself. But marketers aren't yet sure how to calculate the real value. We think it's not just about views and shares. It's about whether or not the multimillion-dollar ad spend contributes to the brand's ability to build a deeper, lasting relationship with consumers. To help them do that, we built a live, free dashboard around four key metrics that shows advertisers how their ads are really performing for the brand."

Touchstorm's Ad-o-Meter gives game-day advertisers a level of analysis they have never seen, allowing them to look deeply at their own performance, as well as how it compares to their peers. The web application demonstrates:

  • Views: Not only how many views the main ad receives, but adjunct creative is combined to arrive at accurate, total view counts.
  • Velocity: How long a brand is able to sustain interest in the ad, including when that interest peaks and starts to decline.
  • Likability: A comparison view of relative passion generated from each ad, showing which ads were genuinely more popular with viewers.
  • Subscriber Conversion: Which brands' ads are better at generating YouTube subscribers, the critical measurement required for a brand to succeed on YouTube.

On the Ad-o-Meter dashboard, those four metrics are combined and weighted to reveal the Top 10 ads in overall brand effectiveness. Results are expected to change daily as new data appears.

"The real value for brands on the YouTube platform goes beyond views and comes from generating lasting relationships and deeper engagement with consumers," said Greg Spear, Product Architect of the Ad-o-Meter at Touchstorm. "Our Voot software allows us to analyze YouTube videos in a way no one else can, showing precise detail behind the consumer connections those videos are creating for brands." 

The live Touchstorm Ad-o-Meter is a part of the Touchstorm Video Index and will be available before the big game Sunday at www.touchstorm.com.

About Touchstorm

Touchstorm (www.touchstorm.com) is a technology-based services company that builds video audiences for the world's largest brands. To accomplish its vision of helping brands break out of the advertising box through content creation, the company grows YouTube channels exponentially, delivering organic views and subscribers. Its robust editorial distribution network syndicates content that runs center of the page, and its native video solution Arena drives engagement scores significantly above industry benchmarks. Touchstorm uses a suite of software technologies to drive brand views at scale, including Voot®, Scoop® and veeseo. Headquartered in New York City, Touchstorm is an independent, woman-owned company.

SOURCE TouchStorm

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
Niagara Networks exhibited at the 19th International Cloud Expo, which took place at the Santa Clara Convention Center in Santa Clara, CA, in November 2016. Niagara Networks offers the highest port-density systems, and the most complete Next-Generation Network Visibility systems including Network Packet Brokers, Bypass Switches, and Network TAPs.
Zerto exhibited at SYS-CON's 18th International Cloud Expo®, which took place at the Javits Center in New York City, NY, in June 2016. Zerto is committed to keeping enterprise and cloud IT running 24/7 by providing innovative, simple, reliable and scalable business continuity software solutions. Through the Zerto Cloud Continuity Platform™, organizations can seamlessly move and protect virtualized workloads between public, private and hybrid clouds. The company’s flagship product, Zerto Virtual...
For basic one-to-one voice or video calling solutions, WebRTC has proven to be a very powerful technology. Although WebRTC’s core functionality is to provide secure, real-time p2p media streaming, leveraging native platform features and server-side components brings up new communication capabilities for web and native mobile applications, allowing for advanced multi-user use cases such as video broadcasting, conferencing, and media recording.
WebRTC is about the data channel as much as about video and audio conferencing. However, basically all commercial WebRTC applications have been built with a focus on audio and video. The handling of “data” has been limited to text chat and file download – all other data sharing seems to end with screensharing. What is holding back a more intensive use of peer-to-peer data? In her session at @ThingsExpo, Dr Silvia Pfeiffer, WebRTC Applications Team Lead at National ICT Australia, looked at differ...
Without a clear strategy for cost control and an architecture designed with cloud services in mind, costs and operational performance can quickly get out of control. To avoid multiple architectural redesigns requires extensive thought and planning. Boundary (now part of BMC) launched a new public-facing multi-tenant high resolution monitoring service on Amazon AWS two years ago, facing challenges and learning best practices in the early days of the new service. In his session at 19th Cloud Exp...
"Plutora provides release and testing environment capabilities to the enterprise," explained Dalibor Siroky, Director and Co-founder of Plutora, in this SYS-CON.tv interview at @DevOpsSummit, held June 9-11, 2015, at the Javits Center in New York City.
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo 2016 in New York. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place June 6-8, 2017, at the Javits Center in New York City, New York, is co-located with 20th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry p...
Security, data privacy, reliability and regulatory compliance are critical factors when evaluating whether to move business applications from in-house client hosted environments to a cloud platform. In her session at 18th Cloud Expo, Vandana Viswanathan, Associate Director at Cognizant, In this session, will provide an orientation to the five stages required to implement a cloud hosted solution validation strategy.
SYS-CON Events announced today that CA Technologies has been named "Platinum Sponsor" of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, New York, and 21st International Cloud Expo, which will take place in November in Silicon Valley, California.
The security needs of IoT environments require a strong, proven approach to maintain security, trust and privacy in their ecosystem. Assurance and protection of device identity, secure data encryption and authentication are the key security challenges organizations are trying to address when integrating IoT devices. This holds true for IoT applications in a wide range of industries, for example, healthcare, consumer devices, and manufacturing. In his session at @ThingsExpo, Lancen LaChance, vic...
SYS-CON Events announced today that delaPlex will exhibit at SYS-CON's @CloudExpo, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. delaPlex pioneered Software Development as a Service (SDaaS), which provides scalable resources to build, test, and deploy software. It’s a fast and more reliable way to develop a new product or expand your in-house team.
Wooed by the promise of faster innovation, lower TCO, and greater agility, businesses of every shape and size have embraced the cloud at every layer of the IT stack – from apps to file sharing to infrastructure. The typical organization currently uses more than a dozen sanctioned cloud apps and will shift more than half of all workloads to the cloud by 2018. Such cloud investments have delivered measurable benefits. But they’ve also resulted in some unintended side-effects: complexity and risk. ...
The explosion of new web/cloud/IoT-based applications and the data they generate are transforming our world right before our eyes. In this rush to adopt these new technologies, organizations are often ignoring fundamental questions concerning who owns the data and failing to ask for permission to conduct invasive surveillance of their customers. Organizations that are not transparent about how their systems gather data telemetry without offering shared data ownership risk product rejection, regu...
When you focus on a journey from up-close, you look at your own technical and cultural history and how you changed it for the benefit of the customer. This was our starting point: too many integration issues, 13 SWP days and very long cycles. It was evident that in this fast-paced industry we could no longer afford this reality. We needed something that would take us beyond reducing the development lifecycles, CI and Agile methodologies. We made a fundamental difference, even changed our culture...
More and more brands have jumped on the IoT bandwagon. We have an excess of wearables – activity trackers, smartwatches, smart glasses and sneakers, and more that track seemingly endless datapoints. However, most consumers have no idea what “IoT” means. Creating more wearables that track data shouldn't be the aim of brands; delivering meaningful, tangible relevance to their users should be. We're in a period in which the IoT pendulum is still swinging. Initially, it swung toward "smart for smart...