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Agile Computing Authors: Elizabeth White, Michael Kanasoot, Yeshim Deniz, Carmen Gonzalez, Liz McMillan

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goviral präsentiert die 100 erfolgreichsten Marken beim Einsatz von Markeninhalten

Einer aktuellen globalen Studie zufolge, die vom führenden Distributionsnetz für Markenvideoinhalte, goviral, in Auftrag gegeben wurde, setzt Red Bull die erfolgreichste Social-Video-Strategie um.

Der erste goviral Social Video Equity Report enthält eine Rangliste der 100 erfolgreichsten Marken des Jahres 2012 beim Einsatz von Markeninhalten. Der Energiedrink-Hersteller Red Bull konnte sich gegen die Technologie-Giganten Google (2. Platz) und Samsung (3. Platz) behaupten, während Apple und Microsoft mit den Plätzen 11 bzw. 37 die Top 10 verfehlten.

Der Social Video Equity Report goviral untersuchte den Einsatz von Videoinhalten durch globale Marken im Rahmen ihrer Markenstrategie. Dabei wurden für die einzelnen Marken das Volumen, die Gesamtzahl der Abrufe und die Benutzerinteraktion für alle Inhalte erfasst, die während des Jahres 2012 auf YouTube, Vimeo und Facebook hochgeladen wurden. goviral hat dann auf der Basis seiner Kompetenz auf dem Gebiet der Markeninhalte Qualität, Zweck, Innovation und Zielgruppenrelevanz ausgewertet und die Gesamtpunktzahl errechnet.

Es folgen einige der wichtigsten Ergebnisse des goviral Social Video Equity Report:

  • Die Luxusmode-Marken Prada (7. Platz), Burberry (16. Platz) und Louis Vuitton (18. Platz) erreichten durch hohe Punktzahlen bei der Benutzerinteraktion sehr gute Platzierungen in den Top 20.
  • Im Wettkampf der Automarken landete BMW auf einem hervorragenden 12. Platz und zog damit an VW (13. Platz), Mercedes-Benz (15. Platz), Toyota (20. Platz) und Porsche (22. Platz) vorbei.
  • Alkoholmarken mussten sich hingegen mit den unteren Rängen zufrieden geben: Smirnoff (90. Platz), Corona (93. Platz) und Jack Daniels (99. Platz) gehörten zu den Schlusslichtern.
  • Visa erwies sich innerhalb der Finanzbranche als Sonderfall. Das Unternehmen erreichte den 24. Platz und konnte erheblich von seinem aggressiven Videoinhalteprogramm im Kontext seiner Rolle als Olympia-Sponsor profitieren.
  • Nur 15 Prozent der Marken unterhalten offizielle Channels auf Vimeo. Die Mehrzahl setzt beim Hosting von Inhalten ausschließlich auf YouTube.

Die untersuchten Marken wurden anhand des Best Global Brands Report 2012 von Interbrand ausgewählt, ergänzt von Red Bull und Old Spice (6. Platz), die nach Einschätzung von goviral in höchst wirksamer und attraktiver Weise von Videoinhalten Gebrauch machen.

Die Top 10 des Social Video Equity Report 2012

1. Red Bull

2. Google

3. Disney

4. Nike

5. Samsung

6. Old Spice

7. Prada

8. Coca Cola

9. Nintendo

10. Adidas

„Die Ergebnisse des Social Video Equity Report von goviral zeigen, dass ein mutiger Einsatz von Markeninhalten belohnt wird“, berichtet Mads Holmen, Planning Director, goviral. “Red Bull, Old Spice und Nike sind risikofreudige Marken, die ihre Zielgruppen immer wieder aufs Neue überraschen und auf diese Weise konstant Gesprächsthema bleiben. Eine effiziente Social-Video-Strategie kann eine Marke über das Produkt hinaus wachsen lassen und ein Erlebnis schaffen, an dem die Verbraucher unbedingt teilhaben wollen.“

Die vollständige Rangliste finden Sie unter goviral.com

Hinweise für Redakteure:

Der goviral Social Video Equity Report wurde im September 2012 erstellt und analysiert die Inhalte der Interbrand 2012-Marken sowie Red Bull und Old Spice. Die ausgewerteten Faktoren waren:

  • das Gesamtvolumen der produzierten und publizierten Inhalte (Anzahl der Videos und Gesamtlänge in Minuten) der wichtigsten globalen und offiziellen Channels auf YouTube, Vimeo, Dailymotion und Facebook
  • die Gesamtabrufe aller Videos über die wichtigsten globalen und offiziellen Channels auf YouTube, Vimeo, Dailymotion und Facebook
  • Benutzerinteraktion wie das Anklicken des Gefällt-mir-Buttons und Kommentare für alle untersuchten Videos
  • Abonnenten der wichtigsten globalen und offiziellen YouTube-Channels
  • goviral-Ranking anhand der Kriterien Qualität, Videonutzung auf der Markenwebsite, Kreativität, Innovation und Zielgruppenrelevanz

Über goviral

goviral ist der weltweit führende Distributor von Markenvideoinhalten für garantierte Zielgruppen und Videoabrufe mit Abrechnung auf Pay-for-Click-Basis. Das Unternehmen verfügt über eine weltweite Präsenz mit über 40.000 Publishing-Partner in 16 wichtigen Branchen und mehr als 90 Ländern. goviral unterhält Niederlassungen in London, New York, Paris, Mailand, Kopenhagen, München, Stockholm, Oslo und Madrid. goviral wurde von AOL im Januar 2011 übernommen.

Über AOL Inc.

Das Markenunternehmen AOL Inc. (NYSE: AOL) engagiert sich langfristig in den Bereichen Innovation, Wachstum und Investitionen in Marken und Angebote, die die Welt informieren, unterhalten und verbinden. AOL besitzt ein erstklassiges Markenportfolio und produziert attraktive Inhalte, die ein lokales und globales Publikum erreichen. Mit wirksamen und ansprechenden digitalen Werbelösungen verbinden wir Vermarkter mit ihren jeweiligen Zielgruppen.

Die Ausgangssprache, in der der Originaltext veröffentlicht wird, ist die offizielle und autorisierte Version. Übersetzungen werden zur besseren Verständigung mitgeliefert. Nur die Sprachversion, die im Original veröffentlicht wurde, ist rechtsgültig. Gleichen Sie deshalb Übersetzungen mit der originalen Sprachversion der Veröffentlichung ab.

Translated infographic available at www.goviral.com/sve100

Fotos/Multimedia-Galerie verfügbar unter: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50463261&lang=de

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