The most-watched food video ads on the German internet were spots for Milka, Garden Gourmet and Iglo.de ─ according to data from Gemius. Milka's creatives had the highest viewership, played 12.5 million times. Most airings of food-industry spots took place on Facebook.
At the top of the ranking were Milka ads, viewed by 6.6 million internet users, or 12.5 percent of web users (source: gemiusAdReal).
Clear differences in the top three
In second place in the ranking were spots for the Garden Gourmet brand, encountered by 5 million people, or nearly one in ten users on a desktop computer or laptop. These ads had a total of 10.1 million airings. Behind them were Iglo.de creatives, viewed by 3 million internet users (5.7 percent) and played 9.8 million times.
- Easter falling in April this year certainly influenced the exceptionally intensive promotional activity for chocolate products, although many campaigns - including Milka's, which tops the ranking - launched right after the holidays. Milka focused on YouTube, with less intensive campaigns across publishers such as RTL, Facebook, Stroer, 1&1 and Sat1. In this way it achieved good viewability statistics, meaning the visibility of the ad within the user's field of view. The average viewing time for the spots was 18.23 s, and 78.7 percent of airings were in view for more than 2 s - comments Marta Sułkiewicz, an expert in online video advertising at Gemius.
- It is worth noting that very many manufacturers, wishing to reach cooking fans, produce spots in a convention based on a culinary recipe. As the space for promoting them, they often choose Facebook, YouTube, culinary services or general portals. This strategy was chosen by both Garden Gourmet, which bet on the Chefkoch.de service (Gruner + Jahr) and Facebook, and Iglo.de, with airings primarily on Facebook, YouTube and Yahoo. The average viewing time for spots on Facebook was about 3 s in both cases, while on Chefkoch.de it was as much as 16 s - adds Sułkiewicz.
- It is worth noting that very many manufacturers, wishing to reach cooking fans, produce spots in a convention based on a culinary recipe. As the space for promoting them, they often choose Facebook, YouTube, culinary services or general portals. This strategy was chosen by both Garden Gourmet, which bet on the Chefkoch.de service (Gruner + Jahr) and Facebook, and Iglo.de, with airings primarily on Facebook, YouTube and Yahoo. The average viewing time for spots on Facebook was about 3 s in both cases, while on Chefkoch.de it was as much as 16 s - adds Sułkiewicz.
