Canadian Digital Video of the Month – #TDThanksYou
August 09, 2018
The True Reach® Insights Platform was designed to harness all publicly available view data for digital video campaigns and track how the content performs in real-time. By gauging the specifics of how users are interacting with content across dozens of major platforms including YouTube and Facebook, the platform can help brands to understand their Share of Attention®. Over any period of time we can understand the top viewed digital video based on True Reach® metrics.
Our Data Solutions team took a look at the Canadian Digital Video of the Month for July using the True Reach® Insights Platform. This data is showing the digital video that has the highest numbers of ‘views’ of any campaign that launched in Canada in July, 2018. Views in the True Reach® platform include both paid and organic media (i.e. user-uploaded copies, derivatives, and user-generated content).
The Top Canadian Digital Video Is Truly Inspiring
We were so happy to discover that the top digital video in July was an extremely inspiring campaign for Customer Appreciation Day by TD.
TD – #TDThanksYou 2018
Launched 7/26/18 – 4,194,255 views
To celebrate Customer Appreciation Day, TD donates cheques to customers with inspiring stories, a heart wrenching spotlight is shone on a father who runs across Canada to raise money for people with rare diseases like his son. TD chose to share various videos for its #TDThanksYou campaign including the long format, 3 minute 20 seconds video for the customer spotlight.
#TDThanksYou Customer Highlight, Dave – This Hero is Running Across Canada to Fight Rare Diseases
Holiday Insights FTW!
The TD campaign did a few important things right that we believe helped it to come out on top last month:
1. Utilize the Calendar
Customer Appreciation Day is an event that happens annually. TD was able to piggy back on the in-market noise surrounding this topic to help boost its campaign’s visibility. Whenever possible utilize holidays, major events and other calendar-based opportunities to join conversations online
2. Long-Format Video
You might notice that TD kicked off its campaign with a shorter 30 second spot, which then led into a series of customer highlights with the most popular clocking in at 3 minutes and 20 seconds in length. Often marketers default to short format video by transferring TV clips over to the digital world. Our research has proven though, that long format video is more effective, especially for things like increasing brand equity. Stay tuned for our upcoming Attention Advertising report for more on this topic by signing up for our newsletter.
3. Give Viewers Opportunities to Binge Watch
TD provided a series of customer highlights videos that encouraged users to binge watch their content on the #TDThanksYou theme. When customers become looped into this type of series based content it increases their brand affinity and provides additional opportunities for sharing and conversation.
The Canadian Digital Video of the Month focuses on brand-driven digital video ad campaigns. Each campaign is measured by True Reach®, a proprietary video tracking platform that measures brand-driven and audience-driven video clips. The data are compiled using the patented platform, a constantly growing repository of analytic data on hundreds of millions of videos tracked across hundreds of online video destinations.
Note: This analysis includes all publicly available video views on branded video content. This does not include movie trailers, video game campaigns, TV shows or television network promotions. View counts are incremental by week.