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Microsoft Cloud Authors: Liz McMillan, Greg O'Connor, Aleksei Gavrilenko, Elizabeth White, Pat Romanski

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goviral anuncia las 100 mejores marcas en contenido de marca

Red Bull cuenta con la mejor estrategia de video social, según un nuevo informe mundial realizado por la red líder de distribución de videos de marca, goviral.

El primer informe "Social Video Equity" de goviral realiza una clasificación de las 100 primeras marcas más poderosas en materia de contenido de marca en 2012. La bebida energética Red Bull ha derrotado a gigantes tecnológicos como Google (2º lugar) y Samsung (5º lugar), mientras que Apple y Microsoft no han logrado meterse en los 10 primeros puestos y han sido clasificados en los puestos número 11 y 37 respectivamente.

El informe "Social Video Equity" de goviral analiza la forma en la que las marcas globales utilizan el contenido de video como parte de su estrategia de marketing. Las marcas fueron auditadas en relación a su volumen, visualizaciones totales y participación en el contenido subido a YouTube, Vimeo y Facebook en 2012. goviral entonces utilizó su experiencia en contenido de marca para evaluar la calidad, fin, innovación y relevancia para el público antes de calcular su puntuación final en materia de capital de video social.

Las conclusiones clave del informe "Social Video Equity de goviral son las siguientes:

  • Las marcas de moda de lujo alcanzan el oro con Prada (7º lugar), Burberry (16º lugar) y Louis Vuitton (18º lugar), todas ellas en los 20 primeros puestos como resultado de sus altas puntuaciones en materia de participación.
  • En la batalla en las marcas de coches, BMW se encuentra a la cabeza en el puesto número 12, por delante de VW (13º), Mercedes Benz (15º), Toyota (20º) y Porsche (22º)
  • Las marcas de alcohol no han logrado mucho impacto, con Smirnoff (90º), Corona (93º) y Jack Daniels (99º), todas ellas al final de la clasificación
  • Visa ha demostrado ser la excepción que confirma la regla en el sector financiero. En el puesto 24, se beneficia enormemente de un programa de contenido de video agresivo por su patrocinio olímpico
  • Únicamente el 15% de las marcas cuentan con canales oficiales en Vimeo, y la mayoría confían únicamente en YouTube para alojar contenido.

Las marcas evaluadas provienen del informe "Best Global Brands Report 2012" de Interbrand con las incorporaciones de Red Bull y Old Spice (6º), que goviral considera que utilizan el video de manera muy impactante y atrayente.

Los diez primeros puestos del informe "Social Video Equity Report 2012" de goviral son para:

1. Red Bull

2. Google

3. Disney

4. Nike

5. Samsung

6. Old Spice

7. Prada

8. Coca Cola

9. Nintendo

10. Adidas

"Los resultados del "Social Video Equity Report" de goviral demuestran que en lo que se refiere al contenido de marca, la suerte se pone de lado de los valientes", comenta Mads Holmen, director de planificación de goviral. "Marcas como Red Bull, Old Spice y Nike son marcas arriesgadas que constantemente alteran lo que está previsto que suscite el debate. Una estrategia efectiva de video social puede elevar a una marca más allá del producto, creando una experiencia de la que los consumidores realmente desean formar parte".

Para visualizar la lista completa, visite goviral.com

Notas a los editores:

El informe "Social Video Equity" de goviral fue llevado a cabo en septiembre de 2012, y se analizó el contenido de las marcas de Interbrand 2012, con las incorporaciones de Red Bull y Old Spice. Los factores evaluados fueron los siguientes:

  • El volumen del contenido producido y distribuido (número de videos y longitud total en minutos) en los principales canales oficiales mundiales en YouTube, Vimeo, Dailymotion y Facebook
  • Visualizaciones totales de todos los videos en los principales canales oficiales de YouTube, Vimeo, Dailymotion y Facebook
  • La participación abarca el número total de "Me gusta" y "Comentarios" de todos los videos incluidos en la auditoría
  • Los abonados a los principales canales oficiales de YouTube
  • La clasificación de Goviral tiene en cuenta la calidad, el uso del video en el sitio web de la marca, la creatividad y la innovación así como la relevancia para el público

Acerca de goviral

goviral es el distribuidor líder del mundo de contenido de videos de marca a gran escala, garantizando visualizaciones de video y público en base a un sistema de pago por clic. La empresa cuenta con un alcance mundial de más de 40.000 socios de edición en 16 mercados verticales clave en más de 90 países. goviral tiene oficinas en Londres, Nueva York, París, Milán, Copenhague, Munich, Estocolmo, Oslo y Madrid. AOL adquirió goviral en enero de 2011.

Acerca de AOL Inc.

AOL Inc. (NYSE: AOL) es una compañía de marca comprometida con innovar, crecer e invertir de forma constante en marcas y experiencias que informen, entretengan y conecten el mundo. El hogar de una colección de marcas premium de clase mundial, AOL crea contenido original que atrae al público a escala local y mundial. Ayudamos a los publicistas a conectar con este público a través de soluciones de publicidad digitales, atrayentes y eficaces.

El comunicado en el idioma original, es la versión oficial y autorizada del mismo. La traducción es solamente un medio de ayuda y deberá ser comparada con el texto en idioma original, que es la única versión del texto que tendrá validez legal.

Translated infographic available at www.goviral.com/sve100

Fotos y galería multimedia disponibles en: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=50463261&lang=es

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