Google announces top YouTube ads of 2018


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YouTube on Friday announced the top advertisements (Ads) of the year globally for 2018, with Nigeria’s top ads representing 17 million views, an official has said.

The Google Country Manager, Mrs Juliet Ehimuan-Chiazor, said that the top 10 ads on the Nigerian Leaderboard represented over 17 million views.

According to her, the top ads of the year represented brands that have executed the most popular ads, as determined by YouTube’s strongest signals of viewer choice.

She added that the popular ads were also determined by factors like watch time, views and mix of paid/organic views.

“YouTube has over a billion users, almost one-third of all people on the Internet, and each day those users watch a billion hours of video, generating billions of views.

“YouTube users spend over an hour a day watching videos on mobile and it is not surprising, then, that some of this audience is choosing to watch ads online,” she said in a statement.

The Google country manager said that looking at the year’s top ads on YouTube, a few key trends were observed at the Leaderboards, such as keeping it in the family, culture connect, music, connecting to 2018 and connecting to trends.

She said that keeping it in the family had to do with telling emotive storytelling which was key to building brand love and preference.

Ehimuan-Chiazor said that it was an insight into this year’s top performers that quite literally brought home, with family and emerging as key ad themes, as shown in Airtel NG – The-Inlaws.

“In the culture connects, more and more brands are infusing culture into their storytelling to boost resonance, as MTN did with its Traditional Wedding Day ad.

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“Music has found a place at the heart of YouTube and so, it is no surprise to see many of our winners riffing on musical themes this year, like Uba did with 919 Dance video.

“For connecting to 2018, amid a year of political and social turmoil, many brands chose to take a stance on social topics, leading to some of the year’s most thought-provoking work, including Union Bank’s Enabling success.

“Connecting to a trend has to do with infusing popular offline trends into YouTube ads to help brands build authenticity and connect to the heart like P&G Nigeria did in its Ariel Assurance ad,” she said.

She listed the 2018 Nigeria Year-End YouTube Ads Leaderboard as: MTN – Traditional Wedding Day 2.6 million views, Jumia Black Fridays 2018 2.3 million views, Stanbic IBTC – Enabling you to be you 2.1 million views, Union Bank of Nigeria – Enabling Success 2.7 million views, United bank of Africa (UBA) – 919 Dance Video 1.6 million views.

Others are: MTN MPULSE – The Takeover 1.6 million views, Airtel NG – The-Inlaws – Tutorial 1.4 million views, P&G Nigeria – Ariel Assurance 1.3 million views, GTBank – Come Let’s Eat Together – GTBank Food & Drink 2018 1.2 million views and LG INVERTER – The new Inverter equation of home appliances 1.2 million views.

On the 2018 Global Year-End YouTube Ads Leaderboard, she listed Alexa Loses Her Voice – Amazon Super Bowl LII Commercial, 50.1 million views, YouTube Music: Open the world of music. It’s all here 39.5 million views, OPPO F7 – Real Support Makes Real Hero 31.7 million views, Nike – Dream Crazy, 27.3 million views.

Also for global are: Turkish Airlines: Safety Video with The LEGO Movie Characters, 25.2 million views, Groupon 2018 Super Bowl Commercial “Who Wouldn’t” 25.5 million views, Samsung Galaxy: Moving On 17.4 million views, HomePod — Welcome Home by Spike Jonze — Apple, 16.3 million views.

Others are: Gatorade Heart of a Lio, 13.7 million views and Rescue Blue the Dinosaur – LEGO Jurassic World – Pick Your Path, 10.8 million.

She congratulated each of the brands on this list (and their creative/media agencies) for embracing the storytelling power of YouTube.

Ehimuan-Chiazor said that in 2018, as in every other year, clarity of purpose, generosity of spirit and finesse in execution mark out top performers.

YouTube launched in May 2005, is the world’s most popular online video community allowing billions of people to discover, watch and share video.


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