Which brands are winning the social video shootout during Euro 2016

1. Euro 2016 Advertisers
Analysing the traditional and social video
advertising approaches by brands
#EURO2016ADS
Traditional
TV Advertising
*All rounds 1 and 2 games on ITV
All Brand Advertisers
by Sector
Automotive
Finance
Technology
Personal Care
Retail
Food
Supermarkets
Betting
Alcoholic Drinks
Films
Telecoms
Travel
Utilities
Entertainment
Recruitment
Public Sector
0 6 12 18 24
0 7.5 15 22.5 30
Non football related
TV adverts
All football related
TV adverts
Who has an account?
Who has posted social video on their account?
% of brands posting football
related videos to social platforms
% of brands who posted
short-form social videos
(40 seconds or less)
Classification of
creative approach
by brands during
Euro 2016
142 brands in total.
5 brands released
2 different ads
Official Euro 2016 sponsor + non football ad
Social Video Insight
Which social video platforms did brands post their content to?
Official Euro 2016 sponsor + football themed ad
Unofficial sponsors + football themed ad
Unofficial sponsors + subtle football reference in ad
Unofficial sponsors + non football ad
67
FACEBOOK
41
YOUTUBE
75
TWITTER
Categorisation of
Content Type
Full Time Report
0
37.5
25
12.5
50
YouTube Instagram VineTwitterFacebook
FullTV
Ad
TeaserTV
Ad
Extended
SocialAd
Bonus
SocialAds
Behind
The
Scenes
U
nique
Videos
Interview
s
C
reative
H
ighlights
RealTim
e
Videos
Feat.Footy
Infl
uencers
ContentVariationsPerPlatform
Twitter leads the way as the short-form video destination for
teaser, GIF and real-time content
Brands are not maximising their video content across all of their
social media profiles
Few brands are thinking tactically and topically at scale through
social video to immerse themselves ‘in the moment’
Vine did not qualify for Euro 2016 and Instagram finished
bottom of the group
Facebook is becoming the central video hub for some brands,
putting in a hefty challenge on YouTube’s long standing reign
as the home of long-form video
hello@burstinsights.com | burstinsights.com | #EURO2016ADS
© 2016 ALL RIGHTS RESERVED
TV advertising is still a dominant force for brands
outside of the football arena to reach consumers
tuning into live sport. Two thirds of adverts had zero
relevance to football and missed a trick by not tapping
into the emotion and mindset of football fans.
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We're a social video discovery and insights engine for
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Total number
of games
Total number
of brands
Simon Bibby, Head of Research
@ Burst Insights