I've just come out of another workshop where the hot topic was trying to get the brand's advertising viewed by as many people as possible on Youtube. It got me thinking about what really makes an effective Youtube advert.
The first and most obvious measure of success is the number of YouTube views. This is an incredibly blunt measure, as we don't know who the audience is, in terms of who they are and where they live. But as exposure goes, its the best measure we have.
To get some clues on what drives views I looked the top 10 Youtube ads of 2010 here. The main conclusion from the top 10 is a reminder that Youtube is all about entertainment (as is Facebook by the way), by using:
- Humour: most of the top 10 ads were funny, as are the most viewed films on YouTube in general, inlcuding the top of the 2010 Youtube hit parade, Old Spice (24 million views).
- Drama: less used, but still effective, is drama and spectacle. A good example is the incredible Nike "Write the Future" ad (number 2, with 21 million views). You can click below to watch the ad if you are on the blog.
The second measure of success, which often seems to get overlooked, is what the hell the ad is saying about the brand, if anything.
Combine Youtube views and brand message and we get four main types of Youtube ad, from what I guess would be least effective to most effective:
"The flop": simply fails to get viewed because it lacks entertainment value. The kiss of death is any ad where the word "inform" or, even worse, "edcuation" was in the brief
"Sponsored entertainment": lots of views, but limited brand message. At best the brand is visible and recalled, but simply as the sponsor of a funny ad that has little to say about the brand. The number 5 ad from Gillette is one of these. It features a very cool trick shot from Roger Federer (drama). But the brand is barely visible.
"Branded content": lots of views, but the brand is embedded into the ad. The Doritos ad in numer 8 position with 7 million views is a good example of this. It uses humour to tell a story about a little boy trying to protect his Doritos and his mum from her new boyfriend.
"Branded interaction": this is more rare. Its where an ad has lots of views and goes beyond brand messaging to creating brand interaction. The Tippex ad at number 4 with 13 million views is an example. The charcater in the ad reaches out of the film to take the Tippex, whites out "shoots" from the film title ("A hunter shoots a bear" and invites you to write another word in. Whatever you type is then acted out. Like a naughty school boy I typed in a rude word and the results were quite amusing!
In conclusion, assuming you think that having lots of Youtube views is a good thing (even though you don't know who is viewing) the key to success is to tell a brand story that entertains people through humour and/or spectacle. Even better is to find a way like Tippex to get people to interact with your brand.
Looking forward to getting back into blogging and what better way than doing this challenge to raise awareness. Thank you for hosting!
Posted by: stock item | October 28, 2011 at 05:13 AM
Thank you so much for the link and info! Also these flowers are making me get in the mood for Spring! Thanks for sharing!
Posted by: shopping reviews | October 27, 2011 at 05:11 AM
Good company on the road is the shortest cut.
Great minds think alike.
Saying and doing are two different things.
Wisdom in the mind is better than money in the hand.
Posted by: Swimwear For Summer | October 08, 2011 at 03:59 AM
Good day! this is one of the most interested statement I have heard anyone said. I have always say to myself there are no rules telling us what to do, but rules telling us what not to do. We need to start making rules telling us what to do and we will see how creative our world would be. thanks,
Posted by: gclub | October 02, 2011 at 11:24 AM
Here's the rule for bargains "Do other men, for they would do you." That's the true precept. （Charles Dickens. British novelist）
Posted by: Red Bottom Heels | September 28, 2011 at 01:55 PM
All this spots are great !!! today more early i was check the Tipp-Ex spot and i consider is one of the best because can be interactive and allow feedback. thanks.
Posted by: logowi.com | September 03, 2011 at 01:31 AM
simply fails to get viewed because it lacks entertainment value. The kiss of death is any ad where the word "inform" or, even worse, "edcuation" was in the brief
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LOVE IT,THANK YOU PER
Posted by: Christian Louboutin Shoes | June 22, 2011 at 03:30 AM
In my own opinion，u are right
Posted by: Christian Louboutin Shoes | June 22, 2011 at 03:29 AM
Companies need to utilise the benefits of online video and take a different approach from what they would take with their TV strategies.
Posted by: Pandora Beads | June 22, 2011 at 03:26 AM
Really good
Posted by: Pandora UK | June 22, 2011 at 03:21 AM
I have written a good blog post about how EA has done this, while Gordon Brown has failed.
Posted by: Rosetta Stone Spanish | June 22, 2011 at 03:16 AM
I think what makes a good viral ad are those that actually interact with the consumer that they could not other wise do via T.V. Companies need to utilise the benefits of online video and take a different approach from what they would take with their TV strategies.
I have written a good blog post about how EA has done this, while Gordon Brown has failed.
http://wp.me/pY9z7-1h
Posted by: Josh Blatchford | June 17, 2011 at 06:12 PM