YouTube has revealed the top 10 ads of 2019, according to its Ads Leaderboard.
The Leaderboard uses an algorithm that factors in things like organic and paid views, watch time, and audience retention from the period of 1 January to 31 December.
Gambling company Sportsbet managed to top the Leaderboard for 2019, with the ‘Grubs Subs Collector’ campaign featuring former Australian cricket legend Merv Hughes deemed the most engaging ad of the year.
Google Australia and New Zealand head of creative development Fiona Walford said: “The 2019 Australian YouTube Ads Leaderboard celebrates the brands, creatives and media agencies behind the ads that won over Aussies in the last year.
“From collaborating with popular creators, to amping up the fun factor in storytelling, to trying out new ways to engage viewers – 2019’s leaderboards showcase plenty of ways to take online video creative to the next level – and have a profound brand and business impact.”
Walford pointed out the ads that were highly customised to a specific audience were often the most successful.
“The number one video from Sportsbet really leaned into this – within the first five seconds, their core sports loving audience saw a famous cricketer and knew they were in for something out of the ordinary,” she said.
The transformation of the traditional narrative arc, changing nature of attention and idea of ‘personal primetimes’ were all seen as key trends, Walford said.
The average length of a video on the Ads Leaderboard for 2019 was three minutes.
You can find the Top 10 below.
|1. Grubs Subs Collector – Chopper Parody Played By Merv Hughes|
Creative Agency: In House
|2. Galaxy A | #SponsoredPost|
Company: Samsung Australia
Creative Agency: Leo Burnett
|3. Hyundai | Venue – Fits in anywhere, stands out everywhere|
Company: Hyundai Australia
Creative Agency: Innocean
|4. AirPods — Bounce — Apple|
Company: Apple Australia
Creative Agency: MAL (Media Arts Labs)
|5. S2 E1: Let Battle Commence! | The Great Travel Hack | #MakeTheFuture|
Creative Agency: JWT
|6. New Australia-land | Share the Lamb|
Company: Australian Lamb
Creative Agency: The Monkeys
|7. Christmas is where we are | MYER|
Creative Agency: Clemenger BBDO Melbourne
|8. Ed’s Heinz Ad|
Creative Agency: DAVID Miami
|9. Dream Crazier | Nike|
Creative Agency: Wieden+Kennedy Portland
|10. It’s The Most Wonderful Time For a Beer: By the Carlton Dry Christmas Orchestra|
Company: Carlton Dry
Creative Agency: Special Group