The Top 10 Breakthrough Ads of Q1 2016: Microsoft Leads the Way
What video ads really cracked through the public's consciousness and made an impression in the first quarter of 2016? That's what video analytics company Ace Metrix decided to uncover.
Ace regularly measures viewer reactions to ads, creating scores for a variety of attributes such as persuasion, relevance, likability, attention, and information. By combining the likability and attention scores, Ace creates each ad's breakthrough score, which is its ability to break through the clutter and get noticed.
Microsoft led Q1 with "Women Made," an ad that teaches about important female inventors and challenges female students to go out and create new things. The top breakthrough ads this quarter put smiles on viewers' faces, notes Peter Daboll, CEO of Ace Metrix. Empowering messages and relevant use of celebrities earned many of these ads a top spot, he says.
Challenging the assumption that shorter is better, Daboll points out that eight of these ads are 60 seconds or longer. "Oftentimes, a longer ad is needed to tell the full story arc and connect with viewers," he says.
Here is Ace's list of the top 10 breakthrough ads for Q1 2016:
- Microsoft, "Women Made"
- M&Ms, "Zedd & Blacc: Singing in the Studio"
- Pantene, "Deangelo Williams & Jason Witten: Girls Into Women"
- Android, "Rock, Paper, Scissors"
- Samsung Mobile Phones, "Why?"
- Audi, "Commander"
- Doritos, "No Dogs Allowed"
- Walgreens, "Give a Shot"
- Dick's Sporting Goods, "The Contenders"
- Apple Mobile Phones, "Save Time"
Troy Dreier's article first appeared on OnlineVideo.net