Welcome!

Wearables Authors: Plutora Blog, Pat Romanski, Yeshim Deniz, Ed Featherston, Matt Davis

News Feed Item

Tools Replace Tech in this Year’s Holiday Ad Race, According to Ace Metrix

Ace Metrix®, the new standard in television and video analytics, today announced the top holiday ads of the year, a list led and dominated by Craftsman and Sears, which together aired four of the top 15 holiday ads of 2012. The winning ad was for the Craftsman Max Access Locking Wrench, achieving an Ace Score of 658, 29 percent above the retail category norm of 509. Notably absent from the list were the technology ads that led the 2011 holiday race won by Apple, and also featured Nintendo and Best Buy. This year, leading the technology pack (though absent from the top ranking) was Samsung’s “Santa Landing” ad with an Ace Score of 594.

“Tis the season for Sears,” said Peter Daboll, CEO of Ace Metrix. “Craftsman ‘manned up’ with a very detailed and effective portrayal of its products, while Sears underscored the breadth of its offerings.”

Most Effective Holiday TV Ads of 2012*

Rank     Brand     Ad Title     Ace Score
1     Craftsman     Maximum Versatility     658
2     USPS     Extra Pair of Hands     645
3     Duracell     Toys for Tots     628
4     JCPenney     Spirit of Giving     627
5     Hallmark     Christmas Memories     621
5     Hallmark     Just Tell Me     621
7     Old Navy     Colorful Christmas     619
8     Philadelphia Cream Cheese     Holiday Favorite     616
9     Target     Dream Big Magic     615
10     Pizza Hut     Big vs. Huge     612
11     Craftsman     Happy Men Love Tools     611
11     Craftsman     Bolt On Power Tool System     611
11     Dodge     Brighter Season     611
11     Lowe's     Remember the Decorations     611
11     Sears     Wise Baby     611
           
*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 Relevance, Persuasion, Watchability, Information, Attention, etc. This list is comprised of the highest scoring new television advertisements to have first aired nationally during the 2012 holiday season and through 12.18.2012.
 

Santa Takes a Holiday; Brands Choose to Recycle

“Not one of the top scoring ads this year feature Santa Claus, while last year the big guy starred prominently in the top 3 and was featured in 7 of the top 15,” said Peter Daboll, Ace Metrix CEO. “Interestingly, the brands that hired Santa last year didn’t make the list this year, including Apple, Coca-Cola, Macy’s, and Best Buy.”

Another trend this year is to recycle classic creative. “While new holiday ad volume appears to be steady, many brands are recycling some of their seasonal favorites. We have seen brands like Allstate, Audi, Campbell’s, Cheerios, and Folgers airing holiday season classics several years old,” continued Daboll.

“Reddi-whip for example, recut several of their ads for this season. Their ‘Oil or Cream’ ad has increased 7 percent in overall effectiveness from its original debut, both top quintile ads. The ability to achieve similar if not increasing effectiveness scores calls into question conventional wisdom about wear-out particularly when spaced over time.”

Non-retail Winners

Retail ads weren’t the season’s only winners. Beleaguered USPS aired a single holiday ad (Ace Score: 645) that ranked just behind the #1 Craftsman ad. No other delivery service ad came close.

Duracell’s ad promoting its partnership with Hasbro to benefit Toys for Tots, was the third most effective holiday ad of the season, with an Ace Score of 628. Missing from this year’s list was Coca-Cola, but its “Help Protect the Polar Bear” cause ad did lead the list of non-alcoholic beverage ads this season with a 590 Ace Score.

Philadelphia Cream Cheese was the single packaged food to appear in the Top 15, achieving an Ace Score of 616, while Pizza Hut’s “Big Vs. Huge” dinner box ad was the only restaurant ad to rank among the top 15 with a score of 612.

Finally, Dodge’s “Big Finish” ad promoting its Charger, Challenger, and Dart was represented in the Top 15 and as the #1 automotive holiday ad scoring a 611.

Other Retail Winners

Ellen DeGeneres helped JCPenney achieve the 2nd highest scoring retail ad of the holiday season (Ace Score 627), and Hallmark aired two separate ads in the Top 15, each with Ace Scores of 621.

Old Navy’s ad for colorful pop pants achieved Top 15 status with an Ace Score of 619, and Target’s magical “Dream Big” ad scored a 615, representing the 6th most effective retail ad this holiday season.

Finally, of the two new holiday ads aired by Lowe’s this year, one ranked within the Top 15, scoring a 611 matching scores with three of the Craftsman and Sears ads, which showcased the Craftsman “Bolt On Power Tool System,” happy men receiving Craftsman tools, and a baby luring his dad away from the tool department to an earring display in Sears.

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
My team embarked on building a data lake for our sales and marketing data to better understand customer journeys. This required building a hybrid data pipeline to connect our cloud CRM with the new Hadoop Data Lake. One challenge is that IT was not in a position to provide support until we proved value and marketing did not have the experience, so we embarked on the journey ourselves within the product marketing team for our line of business within Progress. In his session at @BigDataExpo, Sum...
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, represent...
Things are changing so quickly in IoT that it would take a wizard to predict which ecosystem will gain the most traction. In order for IoT to reach its potential, smart devices must be able to work together. Today, there are a slew of interoperability standards being promoted by big names to make this happen: HomeKit, Brillo and Alljoyn. In his session at @ThingsExpo, Adam Justice, vice president and general manager of Grid Connect, will review what happens when smart devices don’t work togethe...
SYS-CON Events announced today that Ocean9will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Ocean9 provides cloud services for Backup, Disaster Recovery (DRaaS) and instant Innovation, and redefines enterprise infrastructure with its cloud native subscription offerings for mission critical SAP workloads.
In his session at @ThingsExpo, Eric Lachapelle, CEO of the Professional Evaluation and Certification Board (PECB), will provide an overview of various initiatives to certifiy the security of connected devices and future trends in ensuring public trust of IoT. Eric Lachapelle is the Chief Executive Officer of the Professional Evaluation and Certification Board (PECB), an international certification body. His role is to help companies and individuals to achieve professional, accredited and worldw...
SYS-CON Events announced today that Technologic Systems Inc., an embedded systems solutions company, will exhibit at SYS-CON's @ThingsExpo, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Technologic Systems is an embedded systems company with headquarters in Fountain Hills, Arizona. They have been in business for 32 years, helping more than 8,000 OEM customers and building over a hundred COTS products that have never been discontinued. Technologic Systems’ pr...
SYS-CON Events announced today that CA Technologies has been named “Platinum Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY, and the 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. CA Technologies helps customers succeed in a future where every business – from apparel to energy – is being rewritten by software. From ...
The taxi industry never saw Uber coming. Startups are a threat to incumbents like never before, and a major enabler for startups is that they are instantly “cloud ready.” If innovation moves at the pace of IT, then your company is in trouble. Why? Because your data center will not keep up with frenetic pace AWS, Microsoft and Google are rolling out new capabilities In his session at 20th Cloud Expo, Don Browning, VP of Cloud Architecture at Turner, will posit that disruption is inevitable for c...
SYS-CON Events announced today that Cloudistics, an on-premises cloud computing company, has been named “Bronze Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Cloudistics delivers a complete public cloud experience with composable on-premises infrastructures to medium and large enterprises. Its software-defined technology natively converges network, storage, compute, virtualization, and management into a ...
SYS-CON Events announced today that Loom Systems will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Founded in 2015, Loom Systems delivers an advanced AI solution to predict and prevent problems in the digital business. Loom stands alone in the industry as an AI analysis platform requiring no prior math knowledge from operators, leveraging the existing staff to succeed in the digital era. With offices in S...
The explosion of new web/cloud/IoT-based applications and the data they generate are transforming our world right before our eyes. In this rush to adopt these new technologies, organizations are often ignoring fundamental questions concerning who owns the data and failing to ask for permission to conduct invasive surveillance of their customers. Organizations that are not transparent about how their systems gather data telemetry without offering shared data ownership risk product rejection, regu...
SYS-CON Events announced today that Interoute, owner-operator of one of Europe's largest networks and a global cloud services platform, has been named “Bronze Sponsor” of SYS-CON's 20th Cloud Expo, which will take place on June 6-8, 2017 at the Javits Center in New York, New York. Interoute is the owner-operator of one of Europe's largest networks and a global cloud services platform which encompasses 12 data centers, 14 virtual data centers and 31 colocation centers, with connections to 195 add...
SYS-CON Events announced today that SoftLayer, an IBM Company, has been named “Gold Sponsor” of SYS-CON's 18th Cloud Expo, which will take place on June 7-9, 2016, at the Javits Center in New York, New York. SoftLayer, an IBM Company, provides cloud infrastructure as a service from a growing number of data centers and network points of presence around the world. SoftLayer’s customers range from Web startups to global enterprises.
SYS-CON Events announced today that CrowdReviews.com has been named “Media Sponsor” of SYS-CON's 20th International Cloud Expo, which will take place on June 6–8, 2017, at the Javits Center in New York City, NY. CrowdReviews.com is a transparent online platform for determining which products and services are the best based on the opinion of the crowd. The crowd consists of Internet users that have experienced products and services first-hand and have an interest in letting other potential buyers...
SYS-CON Events announced today that T-Mobile will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. As America's Un-carrier, T-Mobile US, Inc., is redefining the way consumers and businesses buy wireless services through leading product and service innovation. The Company's advanced nationwide 4G LTE network delivers outstanding wireless experiences to 67.4 million customers who are unwilling to compromise on ...
SYS-CON Events announced today that Infranics will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Since 2000, Infranics has developed SysMaster Suite, which is required for the stable and efficient management of ICT infrastructure. The ICT management solution developed and provided by Infranics continues to add intelligence to the ICT infrastructure through the IMC (Infra Management Cycle) based on mathemat...
SYS-CON Events announced today that SD Times | BZ Media has been named “Media Sponsor” of SYS-CON's 20th International Cloud Expo, which will take place on June 6–8, 2017, at the Javits Center in New York City, NY. BZ Media LLC is a high-tech media company that produces technical conferences and expositions, and publishes a magazine, newsletters and websites in the software development, SharePoint, mobile development and commercial UAV markets.
SYS-CON Events announced today that Telecom Reseller has been named “Media Sponsor” of SYS-CON's 20th International Cloud Expo, which will take place on June 6–8, 2017, at the Javits Center in New York City, NY. Telecom Reseller reports on Unified Communications, UCaaS, BPaaS for enterprise and SMBs. They report extensively on both customer premises based solutions such as IP-PBX as well as cloud based and hosted platforms.
"I think that everyone recognizes that for IoT to really realize its full potential and value that it is about creating ecosystems and marketplaces and that no single vendor is able to support what is required," explained Esmeralda Swartz, VP, Marketing Enterprise and Cloud at Ericsson, in this SYS-CON.tv interview at @ThingsExpo, held June 7-9, 2016, at the Javits Center in New York City, NY.
In his keynote at @ThingsExpo, Chris Matthieu, Director of IoT Engineering at Citrix and co-founder and CTO of Octoblu, focused on building an IoT platform and company. He provided a behind-the-scenes look at Octoblu’s platform, business, and pivots along the way (including the Citrix acquisition of Octoblu).