Click here to close now.

Welcome!

Search Authors: David Sprott, Carmen Gonzalez, Leo Reiter, Roger Strukhoff, Plutora Blog

News Feed Item

Ace Metrix Announces the Top Brands and Ads of 2012

Ace Metrix®, the new standard in television and video analytics, today announced the top TV brand advertisers and ads of 2012. Brand of the Year honors went to 16 advertisers, in 15 categories, which earned the highest average Ace Score for their body of work in 2012. In addition, Ace Metrix revealed the Top 20 most effective individual Ads of the Year, a list representing the highest scoring ads across 28 industries and nearly 6,000 ads scored in 2012.

“2012 was a year marked by creative strategies that stressed innovation while embracing cause and humor,” said Peter Daboll, CEO of Ace Metrix. “The number of brands airing voluminous amounts of quality creative and still beating the competition is noteworthy. To deliver five great ads in a year and beat out your category competitors is quite an achievement, but to develop 20 or upwards of 50 ads in a year and remain the most effective brand of a category is a truly stellar accomplishment. Brands like Best Buy, Cadillac, Ford, Olive Garden, Pizza Hut, Samsung and Visa did just that.

“Case in point, Samsung, the Brand of the Year winner in the technology category (Average Ace Score: 621), won by delivering consistently good creative across all of its brands while producing more than three times the volume of new creative than tech leader Apple,” Daboll continued. “And in a category as vast as Technology — which spans hardware, software, mobile phones, tablets, TVs, video games and websites — the competition is especially fierce.”

Samsung takes the top technology Brand of the Year, achieving an average Ace Score of 621 for its hardware products followed closely by its Samsung Televisions (Avg. Ace Score 611). In addition, Samsung also holds three spots on the Top 20 Ad list, including the Number One ad of the year for its “For Your Big Life” French Door refrigerator, (also the most effective ad of Q2 with an Ace Score of 697). Samsung is no stranger to the winner’s circle in TV advertising, airing the top-scoring ad of 2010 (entitled “Wonder-full,” promoting its 3D LED TV), which is still the highest scoring ad to date.

Despite Samsung’s brand-wide success, the iPhone remains America’s most effective mobile phone brand (Avg. Ace Score 610), making headlines in 2012 with a celebrity ad campaign featuring Zooey Deschanel and Samuel L. Jackson, as well as the launch of the iPhone 5. In fact, two iPhone 5 ads scored within the Top 20 — its ad promoting the iPhone’s new panoramic picture taking functionality (Ace Score: 672) and its ad promoting Apple’s new ear buds (Ace Score 668). Samsung mobile phones continued its strong year, finishing second to Apple iPhones with an average Ace Score of 576.

2012 Brand of the Year Category Winners

To qualify for Brand of the Year, brands must have debuted five or more unique pieces of creative within an industry or category containing more than 125 pieces of creative and five qualifying brands. The list below represents the brands with the highest average Ace Score for their 2012 body of work.

   
2012 Average
Category   Brand   Ace Score

Automotive Luxury

Cadillac 580

Automotive Luxury

  Infiniti   580

Automotive Non-Luxury

  Ford   566

Beverages - Alcoholic

  Blue Moon   538

Beverages - Non Alcoholic

  Ocean Spray   595

Candies & Snacks

  M&M's   593

Financial Services

  Visa   543

Household

  Lysol Cleaners   610

Insurance

  Liberty Mutual Insurance   589

Packaged Foods

  Kraft Dairy   592

Personal Care

  Dr. Scholl's   574

QSR

  Pizza Hut   598

Restaurants

  Olive Garden   624

Retail

  Best Buy   564

Technology

  Samsung Hardware   621

Telecommunications

  T-Mobile Wireless   548
 

*Definition: Ace Score is the measure of ad creative effectiveness based on viewer reaction to national TV ads. Respondents are randomly selected and representative of the U.S. TV viewing audience. The results are presented on a scale of 1-950, which represents scoring on creative attributes such as Persuasion, Relevance, Information, Attention, Change, Desire and Watchability. To qualify for Ace Metrix Brand of the Year, brands must have debuted five or more unique pieces of creative within an industry or category containing more than 125 pieces of creative and five qualifying brands. The list above represents the brands with the highest average Ace Score for their 2012 body of work.

 

View the top five ads for each Brand at acemetrix.com/spotlights/

2012 Top Ads of the Year*

The 2012 Top Ads of the Year list comprises the twenty individual ads with the highest Ace Score.

             
Rank   Brand   Ad Title   Ace Score
1   Samsung Large Appliances   For Your Big Life   697
2   Frigidaire   History of Innovation   691
3   Samsung Mobile Phones   The Best Of A Phone And Tablet   686
4   Tide   Portable Stain Eraser   679
5   Lysol Cleaners   The All in One Kitchen Soap   677
6   Microsoft Hardware   On The Surface   674
7   Best Buy   Super Rating   673
7   Ford   One Foot Forward   673
9   Apple iPhones   Pictures Made Bigger   672
9   Samsung Hardware   Plan and Create a New Way   672
9   Outback   Feeding Our Heroes   672
12   Doritos   (SB 12) Sling Baby   671
12   M&M's   (SB 12) Just My Shell   671
14   Liberty Mutual Other Insurance   Beautifully Imperfect World   670
15   Apple iPhones   Shaped to Fit the Ears   668
15   BMW   Vet   668
15   Crunch   New Girl Scout Candy Bars   668
15   Infiniti   See The Invisible Kid   668
19   Pillsbury   Unsloppy Joes   667
20   AT&T Corporate Promotions   Jordyn Wieber: Take The Pledge Today   666
 

*Definition: Ace Score is the measure of ad creative effectiveness based on viewer reaction to national TV ads. Respondents are randomly selected and representative of the U.S. TV viewing audience. The results are presented on a scale of 1-950, which represents scoring on creative attributes such as Persuasion, Relevance, Information, Attention, Change, Desire and Watchability. The list above represents the twenty highest scoring ads to have debuted nationally in 2012.

 

View the Top 20 Ads of the Year at acemetrix.com/spotlights/

Brands of the Year Illuminate Many Notable Themes

Craft Beer and Juice Beat Out Big Beer and Soda Brands

A changing of the guard was not only seen in the technology category, but also in the beverage category in which Blue Moon usurped the top spot from ‘big beer,’ and Ocean Spray ousted Coca-Cola from the winner’s platform. Despite its success during the Olympics, Coca-Cola was not able to maintain its 2011 Non-Alcoholic Beverage Brand of the Year Status in 2012, achieving an average Ace Score of 585 compared to its average score of 607 in 2011. Grabbing the top spot was Ocean Spray, whose ads include two men in a cranberry bog. Their six ads delivered an average Ace Score of 595. Blue Moon swept the Alcoholic Beverage Category with an average Ace Score of 538, beating out big beer brands like Budweiser, Bud Light, Miller Lite and Coors Light, all of which failed to even make the Watch List this year, a stark comparison to 2011.

Restaurants Achieve Higher Scores than any other Category

Not only did Olive Garden win Casual Dining Brand of the Year, it also was the OVERALL top-scoring brand in 2012. The brand’s messages of value resonated with American consumers, and the Italian restaurant chain knocked Applebee’s off the Brand of the Year block with an average Ace Score of 624 compared to Applebee’s average Ace Score of 605 in 2011. On the QSR side, pizza beat out burgers, as Pizza Hut achieved Brand of the Year status for its category with an average Ace Score of 598.

A Microsoft Dis-Kinect

Microsoft, whose Kinect brand was the most effective brand of 2011 struggled to make the same impressive showing in 2012 with the exception of its Surface launch in October, which earned a spot on the Ad of the Year Top 20 with “On the Surface” (Ace Score 674).

Household Products and Appliances Cleaned up Using Messages of Innovation

Four of the Top 5 Ads of 2012 were for household products and appliances that touted notable innovation and drew the attention of consumers, including the aforementioned number one Ad of the Year for Samsung’s refrigerator (Ace Score: 697), Frigidaire’s “History of Innovation” ad (Ace Score: 691), Tide’s “Portable Stain Eraser” ad (Ace Score: 679), and Lysol’s ad for its no-touch Kitchen System (Ace Score: 677).

Cause-Supporting Brands Reap Rewards

Ford, which dominated the non-luxury automotive category as both Brand of the Year (avg. Ace Score: 566) and earned an Ad of the Year (Ace Score: 673), supported first responders, breast cancer and U.S. troops in five of its top 10 ads. AT&T earned a spot on the Top Ads list with “Jordyn Wieber: Take The Pledge” (Ace Score: 666), part of an incredibly high scoring cause-based campaign. Outback Steakhouse earned an Ad of the Year for their support of veterans, while other brands such as Bank of America, Dove, Miller High Life, and Verizon Wireless produced the most effective ads of their respective categories using cause-based messages.

American-Made Automotive Steps up Competition

Ford’s aforementioned dominance in the non-luxury automotive category is just one example of American automakers flexing their marketing muscle in 2012. Cadillac and Infiniti tie for Brand of the Year honors in the Luxury Automotive category. Cadillac used many of the world’s most beautiful and treacherous roads as the visual backdrop to demonstrate their latest innovations, while Infiniti demonstrated innovation and technology closer to home. Ford, Infiniti and BMW also earned spots on the Top 20 Ads of the Year list all by stressing messages of innovation. Examples include Infiniti’s “back-up collision intervention system,” BMW’s Google direction functionality, and Ford’s foot-operated lift-gate.

M&Ms Ms. Brown Doesn’t Miss

M&M’s was one of the few brands that retained its category year-over-year honors, earning Brand of the Year for Candies & Snacks. Its most effective ad of the year introduced the sophisticated Ms. Brown during the Super Bowl (Ace Score: 671), continuing a creative strategy that has worked well for the brand: personifying its candy. “Ms. Brown” tied Doritos’ Sling Baby for Top Ad of the Super Bowl, both of which made it onto the 2012 Top Ads of the Year list.

For more insight and to view the ads visit acemetrix.com.

About Ace Metrix

Ace Metrix® is the new standard in television and video analytics, dedicated to delivering better, faster, and more cost-effective solutions for evaluating video advertising within competitive context. Through the Ace Metrix LIVE™ platform, companies can now access timely, actionable data wherever, whenever they need to, enabling real-time advertising campaign optimization. Combining leading edge technology and patent pending methodology, Ace Metrix is revolutionizing the way marketers measure themselves and their competitive landscape. The Company is privately held and is backed by leading venture capital firms and industry leaders including Hummer Winblad Venture Partners, Palomar Ventures, Leapfrog Ventures, and WPP.

Follow Ace Metrix on Twitter for sustained insight: @Ace_Metrix.

Note: Ace Metrix®, the Ace Metrix logo design, Ace Score®, and Creative Lifecycle Management® are registered trademarks and Ace Metrix LIVE™ is a trademark of Ace Metrix. Other trademarks are property of their respective owners.

More Stories By Business Wire

Copyright © 2009 Business Wire. All rights reserved. Republication or redistribution of Business Wire content is expressly prohibited without the prior written consent of Business Wire. Business Wire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

@ThingsExpo Stories
Cloud data governance was previously an avoided function when cloud deployments were relatively small. With the rapid adoption in public cloud – both rogue and sanctioned, it’s not uncommon to find regulated data dumped into public cloud and unprotected. This is why enterprises and cloud providers alike need to embrace a cloud data governance function and map policies, processes and technology controls accordingly. In her session at 15th Cloud Expo, Evelyn de Souza, Data Privacy and Compliance Strategy Leader at Cisco Systems, will focus on how to set up a cloud data governance program and s...
Roberto Medrano, Executive Vice President at SOA Software, had reached 30,000 page views on his home page - http://RobertoMedrano.SYS-CON.com/ - on the SYS-CON family of online magazines, which includes Cloud Computing Journal, Internet of Things Journal, Big Data Journal, and SOA World Magazine. He is a recognized executive in the information technology fields of SOA, internet security, governance, and compliance. He has extensive experience with both start-ups and large companies, having been involved at the beginning of four IT industries: EDA, Open Systems, Computer Security and now SOA.
Every innovation or invention was originally a daydream. You like to imagine a “what-if” scenario. And with all the attention being paid to the so-called Internet of Things (IoT) you don’t have to stretch the imagination too much to see how this may impact commercial and homeowners insurance. We’re beyond the point of accepting this as a leap of faith. The groundwork is laid. Now it’s just a matter of time. We can thank the inventors of smart thermostats for developing a practical business application that everyone can relate to. Gone are the salad days of smart home apps, the early chalkb...
The industrial software market has treated data with the mentality of “collect everything now, worry about how to use it later.” We now find ourselves buried in data, with the pervasive connectivity of the (Industrial) Internet of Things only piling on more numbers. There’s too much data and not enough information. In his session at @ThingsExpo, Bob Gates, Global Marketing Director, GE’s Intelligent Platforms business, to discuss how realizing the power of IoT, software developers are now focused on understanding how industrial data can create intelligence for industrial operations. Imagine ...
We certainly live in interesting technological times. And no more interesting than the current competing IoT standards for connectivity. Various standards bodies, approaches, and ecosystems are vying for mindshare and positioning for a competitive edge. It is clear that when the dust settles, we will have new protocols, evolved protocols, that will change the way we interact with devices and infrastructure. We will also have evolved web protocols, like HTTP/2, that will be changing the very core of our infrastructures. At the same time, we have old approaches made new again like micro-services...
Operational Hadoop and the Lambda Architecture for Streaming Data Apache Hadoop is emerging as a distributed platform for handling large and fast incoming streams of data. Predictive maintenance, supply chain optimization, and Internet-of-Things analysis are examples where Hadoop provides the scalable storage, processing, and analytics platform to gain meaningful insights from granular data that is typically only valuable from a large-scale, aggregate view. One architecture useful for capturing and analyzing streaming data is the Lambda Architecture, representing a model of how to analyze rea...
SYS-CON Events announced today that Vitria Technology, Inc. will exhibit at SYS-CON’s @ThingsExpo, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Vitria will showcase the company’s new IoT Analytics Platform through live demonstrations at booth #330. Vitria’s IoT Analytics Platform, fully integrated and powered by an operational intelligence engine, enables customers to rapidly build and operationalize advanced analytics to deliver timely business outcomes for use cases across the industrial, enterprise, and consumer segments.
Today’s enterprise is being driven by disruptive competitive and human capital requirements to provide enterprise application access through not only desktops, but also mobile devices. To retrofit existing programs across all these devices using traditional programming methods is very costly and time consuming – often prohibitively so. In his session at @ThingsExpo, Jesse Shiah, CEO, President, and Co-Founder of AgilePoint Inc., discussed how you can create applications that run on all mobile devices as well as laptops and desktops using a visual drag-and-drop application – and eForms-buildi...
Docker is an excellent platform for organizations interested in running microservices. It offers portability and consistency between development and production environments, quick provisioning times, and a simple way to isolate services. In his session at DevOps Summit at 16th Cloud Expo, Shannon Williams, co-founder of Rancher Labs, will walk through these and other benefits of using Docker to run microservices, and provide an overview of RancherOS, a minimalist distribution of Linux designed expressly to run Docker. He will also discuss Rancher, an orchestration and service discovery platf...
Containers and microservices have become topics of intense interest throughout the cloud developer and enterprise IT communities. Accordingly, attendees at the upcoming 16th Cloud Expo at the Javits Center in New York June 9-11 will find fresh new content in a new track called PaaS | Containers & Microservices Containers are not being considered for the first time by the cloud community, but a current era of re-consideration has pushed them to the top of the cloud agenda. With the launch of Docker's initial release in March of 2013, interest was revved up several notches. Then late last...
SYS-CON Events announced today that Dyn, the worldwide leader in Internet Performance, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Dyn is a cloud-based Internet Performance company. Dyn helps companies monitor, control, and optimize online infrastructure for an exceptional end-user experience. Through a world-class network and unrivaled, objective intelligence into Internet conditions, Dyn ensures traffic gets delivered faster, safer, and more reliably than ever.
CommVault has announced that top industry technology visionaries have joined its leadership team. The addition of leaders from companies such as Oracle, SAP, Microsoft, Cisco, PwC and EMC signals the continuation of CommVault Next, the company's business transformation for sales, go-to-market strategies, pricing and packaging and technology innovation. The company also announced that it had realigned its structure to create business units to more directly match how customers evaluate, deploy, operate, and purchase technology.
In their session at @ThingsExpo, Shyam Varan Nath, Principal Architect at GE, and Ibrahim Gokcen, who leads GE's advanced IoT analytics, focused on the Internet of Things / Industrial Internet and how to make it operational for business end-users. Learn about the challenges posed by machine and sensor data and how to marry it with enterprise data. They also discussed the tips and tricks to provide the Industrial Internet as an end-user consumable service using Big Data Analytics and Industrial Cloud.
The explosion of connected devices / sensors is creating an ever-expanding set of new and valuable data. In parallel the emerging capability of Big Data technologies to store, access, analyze, and react to this data is producing changes in business models under the umbrella of the Internet of Things (IoT). In particular within the Insurance industry, IoT appears positioned to enable deep changes by altering relationships between insurers, distributors, and the insured. In his session at @ThingsExpo, Michael Sick, a Senior Manager and Big Data Architect within Ernst and Young's Financial Servi...
Performance is the intersection of power, agility, control, and choice. If you value performance, and more specifically consistent performance, you need to look beyond simple virtualized compute. Many factors need to be considered to create a truly performant environment. In his General Session at 15th Cloud Expo, Harold Hannon, Sr. Software Architect at SoftLayer, discussed how to take advantage of a multitude of compute options and platform features to make cloud the cornerstone of your online presence.
Even as cloud and managed services grow increasingly central to business strategy and performance, challenges remain. The biggest sticking point for companies seeking to capitalize on the cloud is data security. Keeping data safe is an issue in any computing environment, and it has been a focus since the earliest days of the cloud revolution. Understandably so: a lot can go wrong when you allow valuable information to live outside the firewall. Recent revelations about government snooping, along with a steady stream of well-publicized data breaches, only add to the uncertainty
The explosion of connected devices / sensors is creating an ever-expanding set of new and valuable data. In parallel the emerging capability of Big Data technologies to store, access, analyze, and react to this data is producing changes in business models under the umbrella of the Internet of Things (IoT). In particular within the Insurance industry, IoT appears positioned to enable deep changes by altering relationships between insurers, distributors, and the insured. In his session at @ThingsExpo, Michael Sick, a Senior Manager and Big Data Architect within Ernst and Young's Financial Servi...
PubNub on Monday has announced that it is partnering with IBM to bring its sophisticated real-time data streaming and messaging capabilities to Bluemix, IBM’s cloud development platform. “Today’s app and connected devices require an always-on connection, but building a secure, scalable solution from the ground up is time consuming, resource intensive, and error-prone,” said Todd Greene, CEO of PubNub. “PubNub enables web, mobile and IoT developers building apps on IBM Bluemix to quickly add scalable realtime functionality with minimal effort and cost.”
The Internet of Things (IoT) is rapidly in the process of breaking from its heretofore relatively obscure enterprise applications (such as plant floor control and supply chain management) and going mainstream into the consumer space. More and more creative folks are interconnecting everyday products such as household items, mobile devices, appliances and cars, and unleashing new and imaginative scenarios. We are seeing a lot of excitement around applications in home automation, personal fitness, and in-car entertainment and this excitement will bleed into other areas. On the commercial side, m...
Sensor-enabled things are becoming more commonplace, precursors to a larger and more complex framework that most consider the ultimate promise of the IoT: things connecting, interacting, sharing, storing, and over time perhaps learning and predicting based on habits, behaviors, location, preferences, purchases and more. In his session at @ThingsExpo, Tom Wesselman, Director of Communications Ecosystem Architecture at Plantronics, will examine the still nascent IoT as it is coalescing, including what it is today, what it might ultimately be, the role of wearable tech, and technology gaps stil...