2013’s Most Popular YouTube Ads in Australia

Google has given a summary of the top ten ads most viewed by Australian audiences on YouTube. The first ad by Dove was also a global hit. Although it was made in Brazil, yet there were some local ads that pulled in the viewers. According to YouTube, the list of ads uploaded in 2013 that were most viewed locally provides four things to learn:

1. Digital is a home to a new wave of creative freedom. The limitations of the 30-second or one-minute TV slot are gone. Long-form made-for-web ads feature strongly, showing that Australians are eager to watch made-for-digital content.

2. Creative talent is rewarded online. It’s Marketing 101: the better the story, the more it will be shared. Brands need to tell stories, not ‘make ads’, to trigger an emotional response. Great ads get rewarded with more views.

3. Made-for-web content is absolutely normal. The majority of ads in the 2013 results were made specifically for web. They used long-form content to drive longer engagement periods, and took advantage of the web’s more personal relationship with people to run edgier content.

4. Australian agencies are increasing their game. The most watched YouTube ad in Australia in 2013 was produced overseas. But Australian ads are getting in on the act. The third most watched ad was locally produced by Leo Burnett Sydney for Samsung. Kmart’s ‘Summer Outfit Ideas’ is another great local example. Brands don’t have to be glamorous to win over an audience – making useful, locally relevant content is more important in driving engagement.

This is great news for creative forces in advertising. The ability to go beyond the 30-second spot to inspire consumers means that online media are unleashing a new wave of creative freedom in advertising around the world. Australian advertisers and creative agencies should be learned this fast. Here is the complete list: