You could convince me that announcing the most popular video ads of 2013 during November might be premature. That argument didn’t stop Unruly from compiling a list of the Top 20 Most Shared Ads of 2013.
Dove’s “Real Beauty Sketches” is top of the heap, garnering 4.24 million shares, presumably with the help of Unruly as distribution partner. The GEICO “Hump Day” video is close behind at 4.03 million shares. The GEICO ad is even more notable for collecting 67% of shares on Wednesdays.
My favorite ad of the bunch remains the Kmart “Ship my Pants” video. Yes, the premise is sophomoric, but it’s hard not to giggle. At a mere 3.05 million views, Kmart seems like a distant fourth.
Methodology for Video Ranking
Rankings are based on the number of shares across Twitter, Facebook, and blogs, rather than focusing on total number of views. Unruly is measuring shares specifically to track virality. From their perspective, the pass-on value of a share is what matters, not the more passive consumption. In theory, shares are harder to game than view counts, which adds some credibility to the measurement.
Data for total shares was was collected from 1 January 2013 to 18 November 2013. The top 20 list of most shared ads excludes movie and television trailers. Data points for the study were collected using Unruly Analytics and the Unruly Viral Video Chart.