This is the first instalment in what will be an exclusive quarterly collaboration between YouTube and AdNews to tell you which advertisements Australians are watching. The YouTube Ads Leaderboard Australia is compiled by calculating the number of views that video ads uploaded to YouTube in the last three months received in Australia in the same period of time, how much of an ad people chose to watch and the percentage of organic views versus paid views.
While it is based on Australian views, you will notice that advertisements from other countries have managed to make the list, giving great insight into what Australians will watch and can relate to.
Google Australia head of agency Lisa Bora says: “YouTube is a great litmus test of consumer engagement with creative. On YouTube, people don’t just watch ads – they like them, comment on them and share them with friends. The savviest media agencies today are taking great creative and supporting it with a clever media buy to amplify their campaigns on YouTube. And they’re proving that this formula can work for any kind of category – even things people might have thought were traditionally dry, like free shipping or product videos.”
Taking out the top spot is Dove’s ‘Real Beauty Sketches’ by Ogilvy & Mather Brazil, which brilliantly tackles body image issues. The ad uses a criminal sketch artist to highlight how women view themselves versus how others view them.
“Dove has used YouTube to run a three-minute ad to deliver a very powerful message,” said Oliver Grundy, head of YouTube solutions, Google Australia & New Zealand. “Dove takes the viewer through a journey with a storytelling approach, and if you get it right like they did, the viewer will engage with it. Over 53 million people globally have watched this documentary styled ad. Its a great example of building a campaign through online video.
“It has already received 117,000 likes but more importantly 12,700 comments and rising. Five additional pieces of content are available, continuing the story for even deeper brand engagement.”
Despite the lashings Dominoes received for its “gamechanging” Chef's Best range, the ad was still one of the most watched on YouTube.
1.Dove
Creative Agency:Ogilvy & Mather Brazil
Media: PHD, Mindshare
2. Pepsi
Creative Agency: TBWA\Chiat\Day
Media: OMD
3. Air New Zealand
Creative Agency: TRUE
Media: OMD NZ
4. Samsung
Creative Agency: Chiel
Media: Starcom
5. Kmart
Creative Agency: DraftFCB Chicago
Media: iProspect
6. Dominos Australia
Creative Agency: Elevencom
Media: PhD
7. Pepsi
Creative Agency: 180LA
Media: OMD, R+M
8. Evian
Creative Agency: BETC Paris
Media: Havas Media
9. Pure Blonde
Creative Agency: Clemenger BBDO Melbourne
Media: MediaCom
10. H&M
Creative Agency: Mark Atlan Design
Media: Universal McCann
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Creative Agency: TRUE
Media: OMD NZ
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