Google has given AdNews a breakdown of the top ten ads most viewed by Australian audiences on its YouTube platform. The number one, Dove's 'Real Beauty Sketches' was also a global smash. It was made in Brazil, but there were some local ads that pulled in the viewers.
According to YouTube, the list of ads uploaded in 2013 that were most viewed locally provides four lessons. Here's what Olly Grundy, head of YouTube Solutions, Google Australia, had to say:
1. Digital is home to a new wave of creative freedom. The limitations of the 30-second or one-minute TV slot are gone. Long-form made-for-web ads feature strongly, showing that Australians are eager to watch made-for-digital content.
2. Creative talent is rewarded online. It’s Marketing 101: the better the story, the more it will be shared. Brands need to tell stories, not ‘make ads’, to trigger an emotional response. Great ads get rewarded with more views.
3. Made-for-web is the new normal. The majority of ads in the 2013 results were made specifically for web. They used long-form content to drive longer engagement periods, and took advantage of the web’s more personal relationship with people to run edgier content.
4. Australian agencies are upping their game. The most watched YouTube ad in Australia in 2013 was produced overseas. But Australian ads are getting in on the act. The third most watched ad was locally produced (Leo Burnett Sydney for Samsung). Kmart’s ‘Summer Outfit Ideas’ is another great local example. Brands don’t have to be glamorous to win over an audience – making useful, locally relevant content is more important in driving engagement.
This is great news for creative forces in advertising. The ability to go beyond the 30-second spot, to inspire consumers to re-share and comment, or to even remake your ad, means digital platforms are unleashing a new wave of creative freedom in advertising around the world. Australian advertisers and creative agencies are catching on fast. Here’s to an Australian winner in 2014!
1) Dove: 'Real Beauty Sketches'
Ogilvy & Mather Brazil/PHD, Mindshare
2) Evian: 'Baby&Me'
BETC Paris/ Havas Media
3) Samsung: 'Dinner Party'
Leo Burnett Sydney/ Starcom
4) Samsung: 'Cute Baby vs. Motion Sync Vacuum Cleaner'
The Viral Factory/ Starcom
5) Air New Zealand: 'Betty White- Safety Old School Style'
TRUE/OMD New Zealand, PHD Australia
6) Google Chrome: 'Chrome: Now Everywhere'
Google Creative lab: OMD
7) Qantas Frequent Flyer: 'For Every Journey'
8) Pepsi MAX: 'Test Drive'
TBWA Chiat Day/OMD
9) Kmart: 'Summer Outfit Ideas'
Mustard Creative/UM Melbourne
10) Ikea: 'Make Time for Living- Teddy's Speech'
The Monkeys/Match Media
Viewing figures all supplied by Google.
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