Google has released the quarterly Asia-Pacific YouTube Ads Leaderboard, a list of the 10 ads on YouTube that resonated most with audiences across the region.
The Leaderboard celebrates the brands and creatives that performed best with audiences across the region through a combination of popularity (organic views) and promotion (paid views).
This quarter’s list includes some of YouTube’s most talked about emotive videos including Petronas’ “Young Hearts” and Budweiser’s “Puppy Love,” showing that if brands create ads that connect with people, they will not just watch it, they will share it.
The following trends emerged:
Local ads: As the Internet user base in Asia continues to grow, brand managers and creative agencies are realising the true potential of YouTube. Four out of 10 ads on the list this quarter are home-grown in Asia and pay particular attention to local culture, including Petronas’ festive themed “Petronas CNY 2014: Young Hearts”, Korea’s K-Pop-heavy Kolon Sports’ “XO |Kolon Sport Exo’s Move-XO” and Family Mart Taiwan’s “Who makes the FamilyMart clerks smaller?”
Super Bowl is global: Very few people care about who wins the American football championship, but consumers appear to be very interested in getting a glimpse of the global brands’ advertisements that are unveiled at the big event. YouTube viewers in the Asia-Pacific region sought out Nike’s “Light. Strong. Nike Flyknit,” Budweiser’s “Puppy Love,” and an “uncensored” version of Sodastream’s “Sorry, Coke and Pepsi” with Scarlett Johansson.
Sweetness is sticky: Viewers in region love a heart-warming moment. For example, the childhood romance in Petronas’ “Young Hearts,” the puppy love in Budweiser’s Super Bowl commercial, and the very young staff of Family Mart Taiwan’s “Who makes the FamilyMart clerks smaller?” show that engaging emotionally with audiences remains key for advertisers.
Moving to the beat: Both Korea’s “XO | Kolon Sport Exo’s Move-XO” and Sony’s “Xperia Z2 from Sony — Details Make The Difference” introduce their products — shoes and smartphones, respectively — through the power of coordinated dance.
Watch the ads here:
Samsung GALAXY S5 – Official Introduction
Most Shocking Second a Day Video
코오롱스포츠 엑소의 무브 XO | KOLON SPORT EXO’S MOVE-XO (Full Version)
Budweiser Super Bowl XLVIII Commercial — “Puppy Love”
Light. Strong. Nike Flyknit
PETRONAS CNY 2014: Young Hearts
Sorry, Coke and Pepsi. (Uncensored)
誰把全家店長縮小了！？(內含超萌正太，慎入！) (“Who makes the FamilyMart clerks smaller?”)
ふなっしー vs ニセふなっしー (Funasshi vs. Fake-Funasshi)
Xperia Z2 from Sony – Details Make The Difference