Nike, Snickers and Corona: Australians happy to watch 12 minute ads, says Google

By Olly Grundy | 7 July 2014
Someplace Else, Corona.

Ever wondered if someone would watch a 12 minute ad? So have the powers that be at YouTube. Olly Grundy, head of YouTube solutions gives the run down on the top ads in Australia over the last three months.

This quarter’s Leaderboard shows how advertisers are increasingly experimenting with longer ads and it’s paying off.

Last quarter, the Leaderboard featured an ad that was four minutes long. This time around, a 12 minute ad has made it onto the list of Australia’s most popular YouTube spots. Corona’s ‘Someplace Else’ clip demonstrates that provided the content is compelling, Aussies are happy to sit back and watch ads that are more like short films. Twenty per cent of viewers watched all 12 minutes.

This is great news for brand engagement (and great news for creatives who would rather be filmmakers). What’s also interesting about this quarter’s Leaderboard is how strong the calls to action are. Because people watching your video are already online, it’s very effective to finish your ad with an embedded link to take them to a website. This quarter’s winner, Nike, asks its 85 million viewers to #riskeverything, and ushers them directly through to a World Cup microsite. GoPro ends their addictive ‘Seal Belly Rub’ spot with a link that simply enables viewers to ‘buy one now’ (a GoPro, not a seal).

Digital video has more creative potential than a 30 second TV spot, and it’s great to see advertisers taking advantage of this.

Note: The Australian Leaderboard is calculated using an algorithm that factors in paid views, organic views and view rate (how much of a video people chose to watch). Calculated as of 1 July 2014.

1. Winner Stays

Brand: Nike
Creative: Wieden + Kennedy

2. Aussie Builders

Brand: Snickers Australia
Creative: Clemenger BBDO Melbourne

3. The Last Game

Brand: Nike
Creative: Wieden + Kennedy

4. The Game Before The Game

Brand: Beats by Dr Dre
Creative: R/GA

5. Someplace Else

Brand: Corona
Creative: MC Creative 

6. Navy Engineering Challenge

Brand: Defence Jobs Australia
Creative: Havas Worldwide, Sydney

7. SKODA Stunt Test Drive

Brand: Skoda Australia
Creative: PLAY Communications

8. GoPro: Seal Belly Rub

Brand: GoPro  
Creative: GoPro Media Team

Brand: McDonald's
Creative: DDB Chicago

10. One Night with The Weekend

Brand: GoPro
Creative: GoPro Media Team 

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