Google’s YouTube Ads Leaderboard for the first half of 2019 pointed towards audiences’ longer attention spans. Some 80% of the leaderboard comprises ads that crosses the 90 second mark, indicating that duration is no longer a limiting factor for content.
The ads include the new subject-based banding by the Ministry of Education (#8), The Learning Lab ’s moving stories of a child’s life beyond grades (#7) and the Public Hygiene Council’s methods to “spark joy” in a hawker centre (#9). However, brands have to stay creative and authentic to keep viewers tuned in, said Google.
Meanwhile, companies have also been tapping on festivities to capture hearts of users. Telling emotional stories in tune with the aspirations and beliefs during the celebrations proved to be a recipe for success, as shown by Apple’s cinematic Lunar New Year ad which shot to the top of the leaderboard.
“The value of keeping strong familial ties during the Holy Month of Ramadan were also illustrated through the Public Utilities Board’s tear-jerker, Kinship (#4) and GovSingapore’s Hari Raya with #HafandHaf (#10),” said Google in a press release.
Here are the ads that captured the attention of users.
Apple’s film about the taste of home in lieu of Chinese New Year saw over 5.4 million views and 13,000 likes.
The video is aimed at spreading awareness on how the “vibrant, active, and inspiring” Merdeka Generation has helped shape the country’s progress. It garnered 365,218 views.
Soffy Hariyanti, director, campaigns & production department, Ministry of Communications and Information said the Merdeka Sayang music video (#2) features iconic Merdeka Generation personalities such as Dick Lee and Rahimah Rahim to convey the pride of their generation and their contributions in shaping Singapore’s progress. The #HafandHaf video, on the other hand, is a light-hearted take on Hari Raya family gatherings, where conversations on marriage and parenthood often take place.
“We are heartened that both videos, with their different styles and treatments, have been well-received by Singaporeans. We will continue producing fresh, engaging and relevant content that brings across useful government information to Singaporeans,” said Hariyanti.
3. CPF Board
The video, which saw 278,801 views, educates Singaporeans about the Retirement Account and the options available to them when they turn 55.
The video showcases how water plays a central role in many cultures and is a precious resource. For example, water is synonymous with family ties in the Malay community. Titled “Kinship”, it garnered over 355,000 views.
5. Ministry of Defence Singapore
The film documents the inspiring true story of second warrant officer Rice Lim, a non-swimmer who overcame the odds to join the ranks of the elite naval diving fraternity. It attracted 122,173 views.
The animated film, with 139,535 views, aims to spread awareness about Singtel’s latest offering, GOMO. It sees the mascots of GOMO hopping across countries 4G travel data on the GOMO Travel SIM.
7. The Learning Lab
The video shines the spotlight on tests beyond the classroom and reinforces the importance in non-academic education for children. It garnered 39,675 views.
Eleanor Tan, director of marketing & communications at The Learning Lab, said the ad is inspired from the school’s philosophy in giving lessons that can strengthen the character of its students. It also seeks to acknowledge the challenges that every child goes through beyond grades. We captured these moments through our video by focusing on the little details, like the deep breaths taken before a presentation, or the glint of determination in the eye. All natural lighting, no scripts,” she said.
8. MOE Singapore
The video summarises the new Full Subject-Based Banding for Secondary Schools, which will be implemented after Express, N(A) and N(T) streams are phased out by 2024. It has 37,764 views at the point of writing.
9. Public Hygiene Council
Celebrity Michelle Chong, taking on the personality of Mary Chongo, shows viewers how keeping local hawker centres clean and tidy can spark joy. It garnered over 31,000 views.
The heart-warming video, made in lieu of Hari Raya, showed how a cafe latte brought two singles together. It garnered over one million views.
The YouTube Ads Leaderboard showcases the most creative ads that people choose to watch. This Leaderboard celebrates the brands that performed best in Singapore from January to June 2019, The ranking of ads in the leaderboard is determined by an algorithm that factors in organic and paid views, watch time, and audience retention.
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