YouTube’s top 10 ads of 2015 are out, and – as predicted – many of the winners are Christmas themed. John Lewis not only takes the top spot, but features twice in the list.
What can we expect for 2016? “In 2016 two huge sporting events are likely to dominate searches on YouTube – UEFA Euro 2016 and The Olympic Games – and naturally Christmas will come round again”, says Alison Lomax, head of brand solutions at Google, said. “Brands need to make a New Year’s resolution to start preparing video content now that taps into the passions and enthusiasms stirred up by these culturally-unifying events.”
Several of the most successful ads saw amplified engagement thanks to extra content offerings – for instance, John Lewis offered a link to ‘continue the story’ while viewers of the Tesco ad could learn how to recreate some of the pranks. This is a key learning for brands planning a compelling video strategy for 2016 and smart marketers will offer a seamless pathway to discover additional relevant content.
1. John Lewis Christmas Advert 2015 #ManOnTheMoon
2. Sainsbury’s OFFICIAL Christmas Advert 2015 – Mog’s Christmas Calamity:
3. Three – When stuff sucks #makeitright (puppet advert)
4. Honda Ignition
5. M&S: CHRISTMAS TV AD 2015 – #TheArtOfChristmas
6. Tesco Halloween: Introducing Spookermarket
7. Report it to Stop it
8. Aldi Telescope Christmas Advert 2015
9. John Lewis Home Insurance Advert 2015 – Tiny Dancer
10. Hyundai : A Message to Space
Shell has switched its corporate marketing from 80% traditional advertising to 85% digital media, and has stopped blowing its own trumpet in order to focus on telling video-led stories about the alternative energy start-ups it helps.
27-year-old Swede Felix Kjellberg, who goes by the name PewDiePie on YouTube, has found himself at the center of a firestorm.
The explosive growth of video in 2016 makes 2017 an important year for video content and as more publishers are tempted to use it, it’s useful to consider the best strategies to maximise its effectiveness.
Google is giving advertisers new ways to target users on YouTube.