Google has scored a hat-trick, winning the overall Brand of the Year award, the Software and Websites category Brand of the Year, and the Ad of the Year for “Here’s to 2013” from Ace Metrix, a television and video advertising analytics company.
This is a significant achievement – particularly since Eric Schmidt, executive chairman of Google, once said hell would freeze over before the company advertised on television. Then, the day before “Parisian Love” ran during Super Bowl 2010, Schmidt said in a tweet, “Hell has indeed frozen over.”
Ace Metrix has also awarded a Brand of the Year title to 19 other brands in some of the most competitive categories of 2013. The winning brands earned the highest average Ace Score within their category based on their entire portfolio of national television advertisements in 2013.
“Google’s emergence as a storytelling force is not a recent phenomenon – they have produced outstanding creative for several years now – but 2013 represented a watershed moment for the brand,” said Peter Daboll, Ace Metrix CEO. “Their achievements over the last 12 months are a testament to Google’s ability to personalize technology and create an emotional connection to simple tasks such as search. In the process, Google’s television advertising reminds us that their technology doesn’t just connect us to the world around us; it makes us feel more a part of it.”
Ad of the Year: Google “Here’s to 2013”
Google’s “Here’s to 2013” (Ace Score of 663) outperformed every other ad in its category by 46 percent, the most of any other brand across every qualifying category.
“Here’s to 2013” debuted on Christmas day and is a reflective, inspirational look at the events of 2013 through the lens of Google search. The 90-second spot is signature Google – emotional and moving, yet manages to showcase their products from voice to Earth and from video to search.
With towering scores across all components, what stands out is the Relevance score – 49 percent above the Websites category norm. The 706 Relevance score is also fourth highest overall among the more than 6,400 ads scored by Ace Metrix.
Google also earned the overall Brand of the Year award based on its 2013 portfolio of work which achieved an average Ace Score of 570, 24 percent above the category norm – the largest gap of any other brand compared to its category average.
Advertisers which achieved Brand of the Year status delivered a portfolio of work that set them apart from their peers – a remarkable achievement considering the number of world-class marketers contributing creative for consideration. Nearly 750 brands competed for 20 category titles, from over 5,000 creative executions. In the last year, Ace Metrix scored more than 6,400 ads from over 1,200 brands. Liberty Mutual was the only brand to return to the winner’s list from 2012.
Brands of the Year, 2013 – Listed Alphabetically by Category
|Category||Brands||Average Ace Score|
|Apparel & Footwear||Reebok||504|
|Auto – Luxury||Buick||558|
|Auto – Non-Luxury||Jeep||554|
|Beverages – Beer||Samuel Adams||512|
|Beverages – Non-Alcoholic||Tropicana||617|
|Beverages – Spirits||Bacardi||509|
|Candies & Snacks||Reese’s||571|
|Financial Services Banking, Investment & Mortgage||TD Ameritrade||541|
|Packaged Foods||Marie Callender’s||573|
|Restaurants – Casual Dining||Longhorn Steakhouse||618|
|Restaurants – QSR||Baskin Robbins||594|
|Technology – Hardware||Vizio||609|
|Technology – Mobile Devices||Kindle||578|
|Technology – Software & Websites||570|
|Technology – Video Games & Consoles||Xbox||591|
Stunning Tech and Telecom Developments
In the technology categories, simplicity was the key theme on display with Vizio beating out category rivals Samsung, Microsoft, and Intel with a series of television ads elegantly displaying their commitment to simplify the increasingly complex television experience.
Kindle’s customer service-centric ads disrupted the highly competitive Mobile Devices category swiping the top spot from previous winners Samsung and Apple – notably ranked fourth and fifth, respectively.
Xbox topped the Video Games and Consoles category with ads that introduced the Xbox One and successfully captured the more elusive female demographic.
Netflix stunned the Telecom Services category by outperforming all the telcos and wireless carriers with a portfolio of ads showcasing their evolving subscription offering and content choices.
Brand of the Year Qualifications
Ace Metrix scores every nationally airing television ad across 24 industries and 93 categories, putting it in a good position to report a brand’s overall effectiveness across the entire video advertising industry’s body of work over a year, as well as year-over-year. To qualify for Ace Metrix Brand of the Year, brands must have debuted five or more unique pieces of creative within a category containing more than 100 pieces of creative and five qualifying brands.
And who would have predicted that Google would be the top brand of 2013. “Hell has indeed frozen over.”