Google airs 5 of the 10 most effective web TV ads

Google has broken five of the top 10 most effective TV ads featuring websites YTD, according to Ace Metrix. Its most effective ad, “Dear Sophie,” which promoted Google Chrome by portraying a little girl’s life through the eyes of her father using a Gmail “diary,” achieved an Ace Score of 661 (a score that’s 22% higher than the category norm of 544.)

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 0-950, which represents scoring on creative attributes such as relevance, persuasion, watchability, information, attention, etc.

“Google, who two years ago never advertised on television, has truly emerged as a major brand marketer this year, introducing high-impact spots delivered at low frequency that last longer than the average 30-second ad,” said Peter Daboll, CEO of Ace Metrix.

Bing.com aired three of the top 10 most effective and two of the 10 least effective dot.com TV ads.

Conversely, Go Daddy has aired the most TV ads with the poorest effectiveness, one of which was aired during the Super Bowl this year. Super Bowl ads from Living Social and Groupon also ranked among the least effective Website TV ads this so far this year. TheLadders.com had the least effective ad this year that aired in January with an Ace score of 438 (more than 19% below the norm).