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Microsoft Cloud Authors: Elizabeth White, Mihai Corbuleac, Pat Romanski, David Bermingham, Steven Mandel

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goviral révèle les 100 meilleures marques en matière de contenu de marque

Red Bull dispose de la meilleure stratégie en matière de vidéo sociale, selon un nouveau rapport mondial publié par goviral, le premier réseau de distribution de contenu vidéo de marque.

Le premier rapport Social Video Equity de goviral établit la liste des 100 marques les plus puissantes en matière de contenu de marque en 2012. La boisson énergétique Red Bull bat les géants technologiques Google (2ème) et Samsung (5ème), tandis qu’Apple et Microsoft ne figurent même pas dans les dix premières places, arrivant respectivement en 11ème et 37ème places.

Le rapport Social Video Equity de goviral explore comment les marques internationales utilisent le contenu vidéo r dans le cadre de leur stratégie marketing. Les marques ont été auditées en fonction du volume, du nombre total de visualisations et de l’engagement pour le contenu publié sur YouTube, Vimeo et Facebook en 2012. goviral a alors utilisé son expertise en matière de contenu de marque pour évaluer la qualité, l’intention, l’innovation et la pertinence pour le public avant de calculer son score final d’équité sociale vidéo.

Les principales conclusions du rapport Social Video Equity de goviral sont :

  • Les marques de mode de luxe arrivent en tête avec Prada (7ème), Burberry (16ème) et Louis Vuitton (18ème) qui figurent toutes dans les vingt premières places du classement du fait de scores d’engagement élevés
  • Dans la bataille des marques automobiles, BMW arrive 12ème, devant VW (13ème), Mercedes Benz (15ème), Toyota (20ème) et Porsche (22ème)
  • Les marques d’alcools ont eu un impact peu prononcé, avec Smirnoff (90ème), Corona (93ème) et Jack Daniels (99ème) qui terminent toutes en fin de classement
  • Visa fait figure d’exception à la norme dans le secteur financier. Se classant en 24èmeposition, elle a largement bénéficié d’un programme offensif de contenu vidéo pour son parrainage des Jeux Olympiques
  • Seules 15 % des marques disposent de chaînes officielles sur Vimeo, la majorité d’entre elles comptant uniquement sur YouTube pour héberger leurs contenus

Les marques évaluées ont été extraites du rapport Best Global Brands de 2012 d’Interbrand, auxquelles ont été ajoutées Red Bull et Old Spice (6ème) qui, selon goviral, font une utilisation de la vidéo très percutante et engageante.

Rapport Social Video Equity 2012 de goviral – Top Ten

1. Red Bull

2. Google

3. Disney

4. Nike

5. Samsung

6. Old Spice

7. Prada

8. Coca Cola

9. Nintendo

10. Adidas

« Les résultats du rapport Social Video Equity de goviral prouvent que, lorsqu’il s’agit de contenu de marque, la chance sourit aux audacieux », a déclaré Mads Holmen, directeur du Planning chez goviral. « Les marques telles que Red Bull, Old Spice et Nike aiment prendre des risques, bousculant constamment ce qui est attendu pour déclencher des conversationset apporter de la valeur aux utilisateurs. Une stratégie efficace en matière de vidéo sociale peut élever une marque au-delà du produit, créant une expérience à laquelle les consommateurs souhaitent vraiment participer ».

Pour consulter la liste complète, veuillez visiter goviral.com

Notes aux rédacteurs :

Le rapport Social Video Equity de goviral a été réalisé en septembre 2012, il analyse le contenu des marques Interbrand 2012, auxquelles ont été ajoutées Red Bull et Old Spice. Les facteurs évalués comprennent :

  • Le volume du contenu produit et distribué (nombre de vidéos et durée totale en minutes) sur la chaîne mondiale principale et les chaînes officielles sur YouTube, Vimeo, Dailymotion et Facebook
  • Le nombre total de vidéos regardées sur la chaîne mondiale principale et les chaînes officielles sur YouTube, Vimeo, Dailymotion et Facebook
  • L’engagement, composé du nombre total de « Likes » et de « Comments » pour toutes les vidéos incluses dans l’audit
  • Le nombre d’abonnés à la chaîne mondiale principale et à la chaîne officielle sur YouTube
  • Le classement de goviral tient compte de la qualité du compte, de l’utilisation de la vidéo sur le site Web de la marque, de la créativité et de l’innovation ainsi que de la pertinence pour le public

À propos de goviral

goviral est la première plateforme mondiale de distribution de contenu vidéo de marque, garantissant des audiences et des visualisations de vidéos sur la base d’un paiement au clic. La société jouit d’une couverture mondiale avec plus de 40 000 partenaires éditeurs classés en 24 thématiques et dans plus de 90 pays. goviral dispose de bureaux à Londres, New York, Paris, Milan, Copenhague, Munich, Stockholm, Oslo et Madrid. AOL a racheté goviral en janvier 2011.

À propos d’AOL Inc.

AOL Inc. (NYSE : AOL) est une société de marques qui s’est engagée à continuellement innover, croître et investir dans des marques et des expériences qui informent, divertissent et connectent le monde. AOL, qui regroupe une collection de marques internationales de grande qualité, crée des contenus originaux qui engagent les publics tant sur une échelle locale que globale. Nous aidons les marques à connecter ces publics par l’intermédiaire de solutions de publicité efficaces et engageantes.

Translated infographic available at www.goviral.com/sve100

Photos/Galerie multimédia disponibles: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50463261&lang=fr

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