Welcome!

Wearables Authors: XebiaLabs Blog, Liz McMillan, Elizabeth White, PagerDuty Blog, Carmen Gonzalez

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
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 ...
The 20th International Cloud Expo has announced that its Call for Papers is open. Cloud Expo, to be held June 6-8, 2017, at the Javits Center in New York City, brings together Cloud Computing, Big Data, Internet of Things, DevOps, Containers, Microservices and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportunity. Submit your speaking proposal ...
SYS-CON Events announced today that CollabNet, a global leader in enterprise software development, release automation and DevOps solutions, will be a Bronze Sponsor of SYS-CON's 20th International Cloud Expo®, taking place from June 6-8, 2017, at the Javits Center in New York City, NY. CollabNet offers a broad range of solutions with the mission of helping modern organizations deliver quality software at speed. The company’s latest innovation, the DevOps Lifecycle Manager (DLM), supports Value S...
Cybersecurity is a critical component of software development in many industries including medical devices. However, code is not always written to be robust or secure from the unknown or the unexpected. This gap can make medical devices susceptible to cybersecurity attacks ranging from compromised personal health information to life-sustaining treatment. In his session at @ThingsExpo, Clark Fortney, Software Engineer at Battelle, will discuss how programming oversight using key methods can incre...
SYS-CON Events announced today that Hitachi, the leading provider the Internet of Things and Digital Transformation, 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. Hitachi Data Systems, a wholly owned subsidiary of Hitachi, Ltd., offers an integrated portfolio of services and solutions that enable digital transformation through enhanced data management, governance, mobility and analytics. We help globa...
SYS-CON Events announced today that Juniper Networks (NYSE: JNPR), an industry leader in automated, scalable and secure networks, 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. Juniper Networks challenges the status quo with products, solutions and services that transform the economics of networking. The company co-innovates with customers and partners to deliver automated, scalable and secure network...
NHK, Japan Broadcasting, will feature the upcoming @ThingsExpo Silicon Valley in a special 'Internet of Things' and smart technology documentary that will be filmed on the expo floor between November 3 to 5, 2015, in Santa Clara. NHK is the sole public TV network in Japan equivalent to the BBC in the UK and the largest in Asia with many award-winning science and technology programs. Japanese TV is producing a documentary about IoT and Smart technology and will be covering @ThingsExpo Silicon Val...
New competitors, disruptive technologies, and growing expectations are pushing every business to both adopt and deliver new digital services. This ‘Digital Transformation’ demands rapid delivery and continuous iteration of new competitive services via multiple channels, which in turn demands new service delivery techniques – including DevOps. In this power panel at @DevOpsSummit 20th Cloud Expo, moderated by DevOps Conference Co-Chair Andi Mann, panelists will examine how DevOps helps to meet th...
SYS-CON Events announced today that Hitachi Data Systems, a wholly owned subsidiary of Hitachi LTD., 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. Hitachi Data Systems (HDS) will be featuring the Hitachi Content Platform (HCP) portfolio. This is the industry’s only offering that allows organizations to bring together object storage, file sync and share, cloud storage gateways, and sophisticated search an...
SYS-CON Events announced today that Hitachi, the leading provider the Internet of Things and Digital Transformation, 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. Hitachi Data Systems, a wholly owned subsidiary of Hitachi, Ltd., offers an integrated portfolio of services and solutions that enable digital transformation through enhanced data management, governance, mobility and analytics. We help globa...
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 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.
With major technology companies and startups seriously embracing IoT strategies, now is the perfect time to attend @ThingsExpo 2016 in New York. Learn what is going on, contribute to the discussions, and ensure that your enterprise is as "IoT-Ready" as it can be! Internet of @ThingsExpo, taking place June 6-8, 2017, at the Javits Center in New York City, New York, is co-located with 20th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry p...
Five years ago development was seen as a dead-end career, now it’s anything but – with an explosion in mobile and IoT initiatives increasing the demand for skilled engineers. But apart from having a ready supply of great coders, what constitutes true ‘DevOps Royalty’? It’ll be the ability to craft resilient architectures, supportability, security everywhere across the software lifecycle. In his keynote at @DevOpsSummit at 20th Cloud Expo, Jeffrey Scheaffer, GM and SVP, Continuous Delivery Busine...
Bert Loomis was a visionary. This general session will highlight how Bert Loomis and people like him inspire us to build great things with small inventions. In their general session at 19th Cloud Expo, Harold Hannon, Architect at IBM Bluemix, and Michael O'Neill, Strategic Business Development at Nvidia, discussed the accelerating pace of AI development and how IBM Cloud and NVIDIA are partnering to bring AI capabilities to "every day," on-demand. They also reviewed two "free infrastructure" pr...
SYS-CON Events announced today that Super Micro Computer, Inc., a global leader in compute, storage and networking technologies, 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. Supermicro (NASDAQ: SMCI), the leading innovator in high-performance, high-efficiency server technology, is a premier provider of advanced server Building Block Solutions® for Data Center, Cloud Computing, Enterprise IT, Hadoop/...
NHK, Japan Broadcasting, will feature the upcoming @ThingsExpo Silicon Valley in a special 'Internet of Things' and smart technology documentary that will be filmed on the expo floor between November 3 to 5, 2015, in Santa Clara. NHK is the sole public TV network in Japan equivalent to the BBC in the UK and the largest in Asia with many award-winning science and technology programs. Japanese TV is producing a documentary about IoT and Smart technology and will be covering @ThingsExpo Silicon Val...
In his general session at 19th Cloud Expo, Manish Dixit, VP of Product and Engineering at Dice, discussed how Dice leverages data insights and tools to help both tech professionals and recruiters better understand how skills relate to each other and which skills are in high demand using interactive visualizations and salary indicator tools to maximize earning potential. Manish Dixit is VP of Product and Engineering at Dice. As the leader of the Product, Engineering and Data Sciences team at D...
The age of Digital Disruption is evolving into the next era – Digital Cohesion, an age in which applications securely self-assemble and deliver predictive services that continuously adapt to user behavior. Information from devices, sensors and applications around us will drive services seamlessly across mobile and fixed devices/infrastructure. This evolution is happening now in software defined services and secure networking. Four key drivers – Performance, Economics, Interoperability and Trust ...
With billions of sensors deployed worldwide, the amount of machine-generated data will soon exceed what our networks can handle. But consumers and businesses will expect seamless experiences and real-time responsiveness. What does this mean for IoT devices and the infrastructure that supports them? More of the data will need to be handled at - or closer to - the devices themselves.