NEW YORK (AdAge.com) -- Just because there's a market for your online video doesn't mean there's a market for the product it's hawking, an important lesson illustrated by this week's No. 4-spot debut.
The infomercial for The Comfort Wipe was, er, intriguing enough to garner almost 700,000 non-paid views this past week, according to Visible Measures data, and, yes, it is a real product that helps people reach around to wipe after using the toilet. But Comfort Wipe is in test mode, and its maker, Telebrands (also responsible for other as-seen-on-TV products such as the StickUp Bulb and Doggy Steps), will not be moving forward with it, according to a spokeswoman. There are still units available for purchase via the website, but once they're gone, they're gone.
While it's nearly impossible to beat that story line, there were a couple of other interesting debuts on the chart, including a seven-minute-plus video from DC Shoes. And we're going to go out on a limb here and bet that guys fueled the traffic for Ultimo, which landed in the No. 8 spot with "Test Drive Bras," and tech geeks goosed video traffic for Opera, which landed in the No. 9 spot for its "Unite" campaign, which promotes its new browser technology.
|Last Week||Brand||Campaign||Agency||Current Week Views*||% Change in Views**||Watch the Spot|
|1||3||Nike Basketball||Most Valuable Puppets||Wieden & Kennedy||2,481,055||+55%|
|2||1||Microsoft Xbox||Project Natal||World Famous||1,711,375||-31%|
|3||NEW||DC Shoes||Ken Block's Gymkhana Two Project||Mad Media||744,980||NEW|
|4||NEW||Comfort Wipe||Comfort Wipe||Adcomm Advertising||689,064||NEW|
|5||2||Carl's Jr||How to Eat a Burger (Portobello Mushroom Six Dollar Burger)||Initiative, Mendelsohn Zien||684,026||-59%|
|7||4||NBA||Where Amazing Happens||Goodby, Silverstein & Partners||458,162||-9%|
|8||NEW||Alton Towers/Ultimo||Test Drive Bras||[email protected]||385,818||NEW|
|9||NEW||Opera Software||Unite||In house||309,393||NEW|
|10||7||T-Mobile||T-Mobile Dance||Saatchi & Saatchi, MediaCom||275,152||+12%|
Source: Visible Measures
*The Visible Measures Top 10 Viral Video Ad Campaigns Chart focuses on brand-driven viral video ads that appear on online-video-sharing destinations. Each campaign is measured on a True Reach™ basis, which includes viewership of both brand-syndicated video clips and viewer-driven social video placements. The data are compiled using the Visible Measures Viral Reach Database, a constantly growing repository of analytic data on more than 100 million internet videos across more than 150 video-sharing destinations.
Note: This analysis does not include Visible Measures' paid-placement (i.e., overlays, pre-/mid-/post-roll) performance data or video views on private sites. This chart does not include movie trailers, video-game campaigns, TV show or media network promotions, or public service announcements. View-count results are incremental by week.
**Indicates percent change in views compared with the same period the week before.
To notify Visible Measures of an upcoming video ad campaign, or for an end-to-end assessment of your campaign's overall performance, please contact Visible Measures directly.