Medal-Winning Advertising
You may have heard: Athletes have been winning medals in Paris.
Leon Marchand, a swimmer from France, has won four golds. Regan Smith, a swimmer from the United States, has won three silver medals. And Zhang Yufei, a swimmer from China, has won five bronze medals.
There’s also another competition going on at the same time: It’s the advertising battle as brands fight for consumers’ attention and engagement. Through our independent, omnichannel ad server, Innovid has been watching these ad games extremely closely with our unparalleled view of the digital and CTV ecosystem.
With the unmatched data and insight our ad server generates, Innovid has identified the ads worthy of medals based on their performance in two categories: Video Completion Rate and Click-Through Rate.
Read on for Innovid’s medal-winning campaigns.
The Video Completion Rate Winners*
In a competition almost too close to call, each of the advertisers who made it to the podium in the Video Completion Rate battle had VCRs that were five percentage points above Innovid benchmarks for CTV.
Gold: Comcast
This 15-second spot, titled “Fun and Games,” starts off seriously by emphasizing the “hard work and dedication” of the athletes. But then the spot quickly pivots to dancing and other celebrations of athletes and fans, making the case that “a little joy goes a long way.” The joyful celebrations of victories clearly kept viewers watching until the very end of this spot.
Silver: Anheuser-Busch
In this 15-second spot for Michelob Ultra, Anheuser-Busch uses a beauty shot of the bottle glistening with condensation as the voice-over celebrates the “blood, sweat, and tears” of the athletes. The announcer then subtly and deftly aligns the product with the competitors, saying, “We’ll be sweating right along with them.” The camera’s slow pan up the bottle kept viewers watching until the last drop.
Bronze: Toyota
This 30-second Toyota spot features a man walking through town, helping out everyone he meets by catching and passing various objects, from hats to balls to fish. The ad creates suspense around who this man is and what he’s doing, which keeps viewers intrigued. It’s only revealed near the end of the spot that the man is team handball star Nikola Karabatic. The Toyota voice-over explains the message of his passes and catches: “We believe no journey is taken alone.”
The Click-Through Rate Winners+
Each medal-winning ad below outperformed Innovid CTR benchmarks by at least 2x. The three ads on the CTR podium left viewers curious and wanting more.
Gold: Lilly
In this gorgeously shot 30-second spot, Lilly examines different kinds of bodies: a weightlifter, a gymnast, a man sprinting on a prosthetic leg. This variety sets up the kicker from the voice-over: “No matter what body you’re born with, you only get one. Let’s fight like hell for it.” Those who clicked through found out more about how Lilly medicines help care for your one and only body.
Silver: Lilly
This spot is another Lilly commercial performing at a high level over the past two weeks. It features gymnast Suni Lee and offers advice on how to talk to your doctor about an eczema flare-up. Using two CTAs—a QR code and FaceMyEczema.com—this ad achieved a strong click-through rate.
Bronze: Walt Disney Studios
Unlike the other high-performing spots, which linked themselves to athletes, this ad was straightforward in its focus on the product: the animated film Moana 2, which debuts on November 27. The high click-through rate shows an audience excited about this movie.
*Based on a minimum of 1,000,000 impressions.
+Based on a minimum of 100,000 impressions.
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