Welcome!

News Feed Item

Budweiser, Google and Microsoft Use Emotive Storytelling to Earn Top Ad Honors for Q1, According to Ace Metrix

Ace Metrix®, the new standard in television and video advertising analytics, today announced the most effective ads to debut during the first quarter of 2014—a season that included four of the largest TV audiences advertisers will have access to all year. Both of Budweiser’s heartstring-pulling Super Bowl ads top the list of category standouts followed by Google’s Oscar inspired ads. Two more Super Bowl ads were the highest scoring ads for the quarter: Microsoft’s “Empowering” (Ace Score 710) and Hyundai’s “Dad’s Sixth Sense” (Ace Score 706), which are also two of only three ads to ever break 700 of more than 32,000 ads in the Ace Metrix database.

“Many advertisers used the epic stages of the first quarter to demonstrate their storytelling prowess—delivering ads that inspired and introduced us to the brand in a new way,” said Peter Daboll, Ace Metrix CEO. “Google and Budweiser have demonstrated exceptional skill at delivering broadly appreciated, highly emotive ads, but we also saw compelling stories from Microsoft, Hyundai and Dick’s Sporting Goods.”

The top ads across both lists earned Emotional Sentiment Index (ESI) scores well above the 12-month average of 48, indicating that each of these ads generated positive emotional engagement from consumers.

Top Ads of the First Quarter by Category Average*

Rank   Brand   Ad Title  

Ace

Score

 

% Above

Category
Norm

  Category   ESI
1   Budweiser   (SB 14) Puppy Love   681   39.1%   Beer   83
2   Budweiser   (SB 14) Hero’s Welcome   675   37.9%   Beer   75
3   Google   Tonight   627   36.2%   Websites   55
4   Google   We’re All Storytellers   625   35.8%   Websites   55
5   Dick’s Sporting Goods   Sports Matter - Combo   637   33.0%   Retail–Other   60
           

Top Ads of the First Quarter by Ace Score*

Rank   Brand   Ad Title  

Ace

Score

  Category   ESI
1   Microsoft Corporate Promotion   (SB 14) Empowering   710   Corporate Branding   59
2   Hyundai   (SB 14) Dad’s Sixth Sense   706   Luxury Auto  

76

3   TGI Friday’s   New Burgers   692   Restaurants   64
4   Ore-Ida   Fresh Take On Ore-Ida   689   Staples   77
5   Procter & Gamble   Mom’s Work   686   Corporate Branding   67
         

*See “Award Qualification and Methodology” below.

Category Standouts
This quarter’s category standouts outperformed their competitive set with stories of friendship, inspiration, and pride. Budweiser’s iconic Clydesdales have a reputation for earning high praise and high scores and debut almost exclusively during the Super Bowl. This year Budweiser introduced two tearjerker spots—one featuring the friendship between a puppy and the majestic horses, while the other focused on a hero’s return. “Puppy Love” drew the highest score on the Emotional Sentiment Index that the brand has ever produced (83). “Puppy Love” and “Hero’s Welcome” earned the second and fifth ranked positions respectively, in terms of Super Bowl XLVIII ads and claimed the number one and two spots on the top ads of the quarter list, outperforming the beer category average by more than 37%. Budweiser was ranked third among Beer brands according to the recently published Ace Metrix BLACKBOOK—up from eighth place in the 2013 edition.

Google’s Oscar inspired ads ranked third and fourth with an ode to creativity. “Tonight” (Ace Score 627) was a tribute to the movies and their makers (featuring Google Play) and “We’re All Storytellers” (Ace Score 625) was a tribute to the potential movie-maker in all of us (featuring Google search). Both outperformed the Websites category average by approximately 36%. Google recently earned the 2013 Brand of the Year both overall and was the number one ranked brand within the Software & Websites BLACKBOOK category.

Rounding out the top five list was Dick’s Sporting Goods “Sports Matter - Combo” (Ace Score 637), a particularly notable accomplishment given that nearly 20% of the 1,800 ads to debut last quarter were from a retailer, and this ad outperformed the Retail average by 33%. The ad delivered another emotive story on why sports matter in our daily lives.

Every ad in the category standouts list was at least :60 long and is consistent with the data that Ace Metrix has published about how consumers process longer ads, how ads have lengthened in the Super Bowl, and how length contributes to emotion.

Highest Scoring Ads Break Barriers
Microsoft’s “Empowering” earned an Ace Score of 710, the highest scoring ad of the quarter, the highest scoring ad of the Super Bowl, and the second highest Ace Score in our entire database. The ad effectively reached across ages and demographics, imparting information about several Microsoft product brands (Surface, Skype, Windows 8, Microsoft Hardware, and Kinect) through stories of how technology can help humankind overcome any number of physical obstacles.

Hyundai’s “Dad’s Sixth Sense” earned an Ace Score of 706, the second highest scoring ad of the quarter and third highest scoring ad of all time. The general population score (681) earned “Dad’s Sixth Sense” third place overall and first in terms of automotive ads on the Super Bowl ranked list. Captivated consumers received an entertaining product demonstration during this artfully crafted story of parental protection.

TGI Friday’s claimed third place with the introduction of its “New Burgers,” which elicited Desire scores 14% above the norm for Restaurants ads. Ore-Ida’s “Fresh Take On Ore-Ida” combined humor and information with adorable kids to earn fourth place. The sole Olympic-themed ad to make either list, “Mom’s Work” earned Procter & Gamble the final place on the top scorer’s list. Building off of the exceptional “Thank You, Mom” campaign introduced for the Summer Olympics, this ad was among the first to debut in January ahead of the Winter Olympics.

While not as prevalent as the category standout list, longer form content again made an impact on the overall list with two ads clocking in at :60 or longer (Microsoft & P&G). All told 70% of the winners across both categories employed longer-form story-telling approaches—a trend worth watching as the year progresses.

Luxury Automotive Ace Scores are reflective of an augmented high-income sample. General population scores are used to rank events with general population audiences such as the Super Bowl and Olympics. Otherwise, augmented scores are reflective of the relevant consumer market and are used in weekly, quarterly, and yearly top ads lists.

Watch the ads and get more details at acemetrix.com/news/blog.

Award Qualification and Methodology
The Ad of the Quarter honor is awarded to the ads with the highest percentage gap to the twelve-month category norm that debuted nationally between January 1, 2014 and March 31, 2014. A Top Ads list is also provided for the ads earning the highest Ace Scores among the same set. The Ace Score is the measure of ad creative effectiveness based on viewer reaction to national TV ads, providing the advertising industry an unbiased resource to measure creative impact. Ace Metrix scores every national television ad across 96 categories creating a complete comparative database, Ace Metrix LIVE®. A unique panel of at least 500 consumers, representative of the U.S. TV viewing audience, scores each ad in the exact same manner. The results are presented on a scale of 1–950, which represents scoring on creative attributes such as Persuasion, Likeability, Information, Attention, Change, Relevance, Desire, and Watchability. Ace Metrix applies a natural language processing algorithm to the hundreds of verbatim responses collected for each ad, deriving a score which indicates positive, negative, or neutral emotional impact and represents the ad’s position on an Emotional Sentiment Index ranging from 1 to 100. Ace Metrix collected more than 1,800 ads in the first quarter. All ads within categories that had at least 20 unique pieces of creative over the past twelve months, and at least five in the quarter, were considered for the award.

About Ace Metrix
Ace Metrix® is the new standard in television and video analytics, dedicated to delivering better, faster and more cost-effective solutions for evaluating video advertising within competitive context. Through the Ace Metrix LIVE® platform, companies can now access timely, actionable data wherever, whenever they need to, enabling real-time advertising campaign optimization. Combining leading edge technology and patent pending methodology, Ace Metrix is revolutionizing the way marketers measure themselves and their competitive landscape. The Company is privately held and is backed by leading venture capital firms and industry leaders, including Hummer Winblad Venture Partners, Palomar Ventures, Leapfrog Ventures and WPP.

Follow Ace Metrix on Twitter for sustained insight: @Ace_Metrix.

Note: Ace Metrix®, the Ace Metrix logo design, Ace Score®, Ace Metrix LIVE® and Creative Lifecycle Management® are registered trademarks of Ace Metrix, Inc. Other trademarks are property of their respective owners.

More Stories By Business Wire

Copyright © 2009 Business Wire. All rights reserved. Republication or redistribution of Business Wire content is expressly prohibited without the prior written consent of Business Wire. Business Wire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
Extreme Computing is the ability to leverage highly performant infrastructure and software to accelerate Big Data, machine learning, HPC, and Enterprise applications. High IOPS Storage, low-latency networks, in-memory databases, GPUs and other parallel accelerators are being used to achieve faster results and help businesses make better decisions. In his session at 18th Cloud Expo, Michael O'Neill, Strategic Business Development at NVIDIA, focused on some of the unique ways extreme computing is...
SYS-CON Events announced today that HTBase will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. HTBase (Gartner 2016 Cool Vendor) delivers a Composable IT infrastructure solution architected for agility and increased efficiency. It turns compute, storage, and fabric into fluid pools of resources that are easily composed and re-composed to meet each application’s needs. With HTBase, companies can quickly prov...
SYS-CON Events announced today that Outlyer, a monitoring service for DevOps and operations teams, has been named “Bronze 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, NY. Outlyer is a monitoring service for DevOps and Operations teams running Cloud, SaaS, Microservices and IoT deployments. Designed for today's dynamic environments that need beyond cloud-scale monitoring, we make monitoring effortless so you ...
SYS-CON Events announced today that MobiDev, a client-oriented software development company, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place June 6-8, 2017, at the Javits Center in New York City, NY, and the 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. MobiDev is a software company that develops and delivers turn-key mobile apps, websites, web services, and complex softw...
What if you could build a web application that could support true web-scale traffic without having to ever provision or manage a single server? Sounds magical, and it is! In his session at 20th Cloud Expo, Chris Munns, Senior Developer Advocate for Serverless Applications at Amazon Web Services, will show how to build a serverless website that scales automatically using services like AWS Lambda, Amazon API Gateway, and Amazon S3. We will review several frameworks that can help you build serverle...
In his General Session at 17th Cloud Expo, Bruce Swann, Senior Product Marketing Manager for Adobe Campaign, explored the key ingredients of cross-channel marketing in a digital world. Learn how the Adobe Marketing Cloud can help marketers embrace opportunities for personalized, relevant and real-time customer engagement across offline (direct mail, point of sale, call center) and digital (email, website, SMS, mobile apps, social networks, connected objects).
For organizations that have amassed large sums of software complexity, taking a microservices approach is the first step toward DevOps and continuous improvement / development. Integrating system-level analysis with microservices makes it easier to change and add functionality to applications at any time without the increase of risk. Before you start big transformation projects or a cloud migration, make sure these changes won’t take down your entire organization.
SYS-CON Events announced today that Hitrons Solutions will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. Hitrons Solutions Inc. is distributor in the North American market for unique products and services of small and medium-size businesses, including cloud services and solutions, SEO marketing platforms, and mobile applications.
With the introduction of IoT and Smart Living in every aspect of our lives, one question has become relevant: What are the security implications? To answer this, first we have to look and explore the security models of the technologies that IoT is founded upon. In his session at @ThingsExpo, Nevi Kaja, a Research Engineer at Ford Motor Company, will discuss some of the security challenges of the IoT infrastructure and relate how these aspects impact Smart Living. The material will be delivered i...
Historically, some banking activities such as trading have been relying heavily on analytics and cutting edge algorithmic tools. The coming of age of powerful data analytics solutions combined with the development of intelligent algorithms have created new opportunities for financial institutions. In his session at 20th Cloud Expo, Sebastien Meunier, Head of Digital for North America at Chappuis Halder & Co., will discuss how these tools can be leveraged to develop a lasting competitive advanta...
Your homes and cars can be automated and self-serviced. Why can't your storage? From simply asking questions to analyze and troubleshoot your infrastructure, to provisioning storage with snapshots, recovery and replication, your wildest sci-fi dream has come true. In his session at @DevOpsSummit at 20th Cloud Expo, Dan Florea, Director of Product Management at Tintri, will provide a ChatOps demo where you can talk to your storage and manage it from anywhere, through Slack and similar services ...
VeriStor Systems has announced that CRN has named VeriStor to its 2017 Managed Service Provider (MSP) 500 list in the Elite 150 category. This annual list recognizes North American solution providers with cutting-edge approaches to delivering managed services. Their offerings help companies navigate the complex and ever-changing landscape of IT, improve operational efficiencies, and maximize their return on IT investments. In today’s fast-paced business environments, MSPs play an important role...
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, NY, and the 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. CA Technologies helps customers succeed in a future where every business – from apparel to energy – is being rewritten by software. From ...
SYS-CON Events announced today that Cloudistics, an on-premises cloud computing company, has been named “Bronze 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, NY. Cloudistics delivers a complete public cloud experience with composable on-premises infrastructures to medium and large enterprises. Its software-defined technology natively converges network, storage, compute, virtualization, and management into a ...
Keeping pace with advancements in software delivery processes and tooling is taxing even for the most proficient organizations. Point tools, platforms, open source and the increasing adoption of private and public cloud services requires strong engineering rigor - all in the face of developer demands to use the tools of choice. As Agile has settled in as a mainstream practice, now DevOps has emerged as the next wave to improve software delivery speed and output. To make DevOps work, organization...