Cannes Lions 2015, the world’s biggest annual awards show and festival for professionals in the creative communications industry, is scheduled to start on Sunday, June 21. Ahead of the annual event, YouTube has released their Cannes to Cannes YouTube Ads Leaderboard celebrating the most popular global video ads since last year’s festival.
The YouTube Cannes to Cannes Ads Leaderboard is a list of the top 10 most popular video ads globally from March 2014 to April 2015. The ranking is determined using some of YouTube’s strongest signals of viewer choice – including factors like watch time, views, engagement, and mix of paid/organic views.
According to YouTube, campaigns that included ads on this leaderboard had 1.2X-1.4X more lift in ad recall and brand awareness when compared to their industry benchmark. The brands atop the 2015 Cannes Leaderboard also showed that made for web content won over consumers by leveraging global moments and sharing empowering messages.
- Global moments: Nike Football, Turkish Airlines, and Samsung all centered their spots around the World Cup, stirring excitement among fans by bringing multiple football stars together.
- Sequels: Turkish Airlines returns to the Cannes Leaderboard with a sequel to its wildly popular Kobe vs. Messi spots, this time pitting Lionel Messi against fellow footballer Didier Drogba in an epic food adventure.
- New faces: An increasing number of brands are creating compelling digital videos. New entrants include Hyundai, Always, Samsung, the Ad Council, Air France, Clash of Clans, and Adidas.
- Heartfelt stories: Several brands took to video to share empowering messages, driving consumers to share widely on social media. Hyundai’s spot helped a daughter share a message to her astronaut father in space. Always’ #likeagirl campaign started a dialogue on making girls more confident, while the Ad Council’s spot reminded viewers that love has no boundaries.
3. Turkish Airlines
5. Procter & Gamble
7. Clash of Clans
8. Ad Council
9. Air France
Digital marketers who want to join the conversation about these ads can use the hashtag #CannesTopYTAds on social media.
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