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from AdvertisingAge
According to Visible Measures, which charts online video viewing trends and has measured the videos associated with Microsoft’s $300 million ad campaign, the Seinfeld/Gates ads are squashing the “I’m a PC” ads by a margin of 4.3 million viral video views. Both ads had about equal video placements (about 75 each).
Visible Measures points out that while the Seinfeld/Gates clips came out two weeks earlier than the “I’m a PC” ads, Seinfeld/Gates drew twice as many viewers their first week in market than the PC ads did.
After two weeks in market, Visible Measures says, “Seinfeld/Gates was still collecting more than 700,000 views per day, while the ‘I’m a PC’ clips had tapered off to less than 50,000 views per day.”
Why might this be?
October 3rd, 2008 at 2:56 pm
I know little about viral marketing - and even less about internet viewing trends - but I have seen a few of each of the ads in question, and the initial impression I got was the “I’m a PC” ads just weren’t all that interesting. It seemed they were trying to ‘connect’ with their base more than the Seinfeld/Gates ads were, while the Seinfeld/Gates were strange enough to attract more interest.
Personally, I didn’t really care for the Seinfeld/Gates ads (that I saw), but I definitely could understand their online popularity being higher simply as a matter of uniqueness.