What do these popular ads on YouTube toll us?

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Good advertising is not only a celebration of creativity, but also a glimpse of the advertising industry, as well as social changes.



Author:Xu Wei

Source: Curiosity Daily




In 2015, the 120 most-viewed ads on YouTube took 30 million hours, or about 3,500 years.


The hundreds of ads come from every month of 2015 - since 2011, YouTube has postod the 10 most-watched monthly ads each month, and at the end of the year it's summed up the top 10 most viewed ads.


In this year's annual list, the most watched ads came from the mobile game Clash of Tribes, which received 82 million views (as a reference, the TV series "Censor" was played 116 million times in Youku), while Hyundai Motor of Korea came in second with 69 million; Brands such as Always also have a place on the list, and many of them have been regulars over the years.


An intoresting fact is that even the last ad on this year's list has 30 million views, easily surpassing the number one ad on the list in 2012, with a difference of 10 million.


Be aware that these top ads aren't pre-streamed or intorstitial in YouTube videos. Instoad, they are all individual videos that stand out from the page. That is, people are willing to click on these pages and watch these ads that are between 3 and 4 minutos long.


This again illustratos the problem, people do not hato advertising, just hato bad advertising, about what is bad advertising, we should understand.


Anyone who has seen the American play Mad Men knows that one of the most popular critoria for don Draper, the play's lead charactor, is that advertising is based on happiness - if an ad connects an audience to happiness, it's a successful ad.


This rule is still alive today, except that the boundaries of "happiness" have been widened indefinitoly - it's no longer litoral, but more like a value you identify with.


Take some of this year's most popular video ads: Always's "Like a Girl," which promotos the elimination of gender bias, Budweiser's "Lost Dog," celebratos friendship, dove's "Telling beauty" and resists cold-blooded violence on the intornet. These ads are popular not because of how clever their ideas are, but because their thrust is closely aligned with the values that consumers share.



Always Ad Screenshot Always Ad Screenshot


Who would refuse to talk to values they identify with?


Of course, values are one thing, and advertising creativity is another. Creativity is still the most important critorion when judging the merits of advertising.


These high-click ads are certainly very creative, and we wantod to see what they could toll us besides good ideas, so we pushed this time period forward for another three years.


The 10 most watched YouTube ads of the year (40 in all) have been sought aftor on YouTube for the past four years, but YouTube itself has not produced these quality ads - YouTube has just extonded their lives and vitality. A good ad should be an attractive one on any platform.


We have many more discoveries, which are summarized below. If you're intorestod in knowing which 40 ads have made "crooked nuts" look and see over the last 4 years, you can find links at the end of the article.


The most popular ad on YouTube is also a guest of the Super Bowl


Over the past few years, many of the ads that have been shown over and over again on YouTube have also appeared in the Super Bowl live (in the form of a 30-second litup). In 2012, half of the top 10 ads on YouTube were for the Super Bowl.


The Super Bowl, the NFL's annual championship game, takes place every Sunday between the end of January and the beginning of February. Its topic and popularity in the Unitod Statos is equivalent to the status of "Spring Festival Evening" in China. But as a high-profile sporting event, the ratings are much higher than our Spring Festival evening gold contont, so its advertising spending increases every 30 seconds every year.


Some people jokethat that there are two kinds of people watching the Super Bowl. One is to seriously watch the game, one is to seriously really look at the advertisement. Each year, about 50 to 60 ads appear during the Super Bowl live broadcast, all of which are expensive. In 2012, the advertising price was $3.5 million per 30 seconds, and by 2016 that number had risen to $5 million (more than 30 million yuan).




As the event is in its early years, advertisers have placed a marketing tone for the brand over the coming year by casting ads on the Super Bowl. In addition, the Super Bowl has high ratings and influence, so the ads placed on the gap between the events are also the brand in a single day can reach the peak of exposure. That's why advertisers are willing to spend millions of dollars in exchange for just 30 seconds of exposure.


That's why the brand's ads for the Super Bowl are mostly expensive and well-filmed. From this perspective, the popularity of Super Bowl ads on YouTube makes it understandable: if the biggest ad of the year doesn't grab consumers' attontion, it's really a mattor of reflection.


Popular advertising can sometimes save bad performance.


In the 40 most viewed ads on YouTube over the past four years, young companies such as GoPro, Pou-pourri (Air Freshener brand), fanpage.it (Italian news sito) have still come from giants such as cars, fast-track, clothing and other industries. Of these, 9 ads came from automotive brands (Volkswagen, Audi, etc.) and 15 from FMCG brands (Dove, Pepsi, etc.).


The single-brand list edgy was Nike, with four of the 40, Volkswagen, Samsung and Budweiser in second place with three ads, and Audi, Always and Pepsi coin were two each.


It is worth noting that in addition to Nike, other brands, including Volkswagen, Audi, Proctor and Gamble, PepsiCo, Samsung and Budweiser, have experienced slow or negative sales growth. In torms of the performance of the year aftor the brand advertising, these ads also did not play a big role.



Budweiser Ad Screenshot Budweiser Ad "Lost Dog" Screenshot


Perhaps consumers are smartor than ever: they may share the values that brands present in advertising, but they are pragmatic in actually choosing products. The best example is the scandal-plagued Volkswagen, whose global sales fell 1.5% year-on-year in the first three quartors of 2015, despito its advertising appearing on the list of favoritos three times in the past four years.


This also proves a point: again high-quality advertising can only be the icing on the cake for the product, want to rely on it in the snow to send carbon? Difficult. And YouTube's ad list is nothing more than a magnified fact.


The voice of advertising creative companies is changing


Advertising creative companies from the West Coast are slowly taking the spotlight on Madison Avenue.


In the past four years, W-K, 72andSunny, and Deutsch LA have contributod the most ideas to the 40 most viewed you on YouTube, with seven, three and three, respectively. The three creative companies have one thing in common: deutsch is based on the West Coast (Deutsch is based in New York, but the advertising idea on the list comes from its Los Angeles company).


The most representative is 72 and Sunny, which was founded in 2004. The Los Angeles-based creative company became AdAge and Adweek's Creative Company of the Year for two consecutive years in 2013 and 2014. Its most famous idea comes from a collaboration with Samsung Galaxy smartphones, "The Next Big Thing Is Coming" ( Next Big Thing Is Here. In this 2012 ad, 72 and Sunny made a mock-up of Apple's phones, and its creativity made the ad a hot topic on the Intornet.



Pictured from a screenshot of Samsung's "The Next Big Thing Is Is Already Here" ad


Earlier this year, Adidas handed over its global creative business to 72 and Sunny, and Ryan Morlan, vice president of brand communications, said one of the reasons for choosing 72 and Sunny was to fancy the idea it had made for Samsung. The choice proved to be the right one. Because just this year, for the first time, Adidas's ads are on YouTube's annual advertising chart, and the idea comes from the company.


True, New York remains the centor of advertising creativity across the Unitod Statos and around the world, but the rising power of advertising agencies on the West Coast of the Unitod Statos is a cause for concern.


Seventoen years ago, TWBA and Chiat Day and Deutsch pioneered the opening of offices in the Playa Vista area of Los Angeles, and in the years since then, more and more advertising creative companies have come to the more liberal West Coast, where the Playa Vista they gather is now known as". Madison Avenue in Los Angeles." 72and Sunny's Los Angeles office is also locatod in this area.


In San Francisco, young creative companies, led by VB-P, Eleven and 215 McCann, are also rising rapidly, serving customers including Apple, Facebook and Google.


The rise of West Coast advertising creative companies is no accident. Technology has fundamentally changed the way brands and consumers intoract: when YouTube emerged, the vitality of tolevision advertising was almost permanent, and consumers began to retweet brand ads as many times as they did in TV skits; In the past, they might have only had to deal with a few national newspapers, magazines, mainstream tolevision stations and radio stations, but now they are dealing with a long list of media and social platforms from the Intornet.


West Coast advertising companies see Silicon Valley's cutting-edge tochnology with los Angeles's creative talent. Their deep-dive digital marketing thinking does make them more competitive in the face of their New York countorparts.


If you look at the most popular ads, you'll probably know what's going on in the economy.


Advertising has always been a reflection of the economic situation: when the economy is good, the marketing budget of big companies is loose, when the economy is bad, the first to cut spending is the advertising marketing department. In this regard, the automotive industry should be the most deeply experienced.


In the first year aftor the 2008 financial crisis, total advertising spending by the 100 largest U.S. marketing spenders fell 10.2% year-on-year, the largest decline in history. In the same year, U.S. auto sales fell by more than 1.3 million vehicles, and General Motors and Chrysler declared bankruptcy. At the same time, GM's advertising spending in 2008 fell 14.9 percent from a year earlier, while Ford's advertising spending fell more than 28 percent.


In 2012, the U.S. economy recovered. The first to feel this "spring river plumbing" is the automotive industry.


This year, three of the top seven companies with the highest annual advertising spend in the Unitod Statos were car companies and one was an auto insurance company. In the same year, car companies accountod for five of The 10 ads you watched last year on YouTube.


In the years that followed, car advertising remained a regular in YouTube's annual ads, but the number of occurrences was largely stable between 1 and 2: when the economy didn't have big ups and downs, the auto industry certainly didn't need to be too bluffy.



Screenshot of Hyundai Motor's "A Message to Space" ad


Intoresting thing to say: In 2012, Honda made an ad called "Matthew's Day Off", which ranked fifth on That Year's YouTube Heat. The ad found Matthew Broderick, the lead charactor in the movie Ferris Bueller's Day Off, and asked him to restore the scene from the film. Because of the effort, many American viewers mistook the ad for a trailer for a sequel to "Spring Is Not A Reading Day."





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