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. aired three of the top 10 most effective and two of the 10 least effective 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. had the least effective ad this year that aired in January with an Ace score of 438 (more than 19% below the norm).

Most Effective TV Ads for Websites, YTD

Brand           Ad Title           Air Date           Overall Ace Score
Google           Dear Sophie           5/3/11           661
Google           The Johnny Cash Project           9/12/11           640
Google           It Gets Better           5/3/11           611
Bing           You Can Always Change a Person’s Life           7/28/11           608           Turn off that Water and Save           6/26/11           596
Google           Lady Gaga: Mother Monster           5/21/11           595
Google           Mom & Pop: Daniel & Jennifer Northcutt           9/13/11           590
Bing           Real Steel Promotion           9/27/11           589
Bing           Krochet Kids Explain Their Story           9/12/11           583
The           Meet the Daily (Super Bowl)           2/6/11           581

Least Effective TV Ads for Websites, YTD

Brand           Ad Title           Air Date           Overall Ace Score           People Pose Like Models           01/02/2011           438


          New Girl Learns About Web Support           08/22/2011           454
Living Social           Man Into Woman (Super Bowl)           02/06/2011           455
Go           New .Co Girl Revealed (Super Bowl)           02/06/2011           464
Groupon           Timothy Hutton (Super Bowl)           02/06/2011           466


          Sponsoring Bowl And Giving Scholarships           01/06/2011           482
Groupon           Elizabeth Hurley: Deforestation           02/06/2011           487           Synchronicity           06/17/2011           492           Bob Finds Table Online           07/21/2011           499           It Started with a Few Women           07/27/2011           499