YouTube released its list of top 10 ads that received most love from audiences through maximum views and shares across India. They were a part of the year-end edition of the YouTube Ads Leaderboard 2017.
These ten ads together generated a whopping 200 million views. The number one spot on the list - LG, with more than 100 million views. Following that is Deepika Padukone's Goibibo ad that garnered close to 20 million views and had the second spot. Following close on the heels was Dettol's MaaMaane Dettol ka Dhula talking about the importance of health and hygiene at the backdrop of the Swachh Bharat campaign.
Digital marketers feel this data has to be seen with a pinch of salt. Rajiv Dhingra, Founder and CEO of WatConsult says that these are most viewed ads because these were also the most advertised ads that were promoted extensively by the brands. So, these should not be seen as organic views. That's the reason why there are no small brands in the list. "Views are important but the actual measure would be to tap the comments and the conversations these ads generated to understand the engagement they led."
The ads are a mix of long format and short format ads. The key there, explains Prashant Puri, CEO and Co-founder of Adlift, is to create compelling beginnings of the ads especially from one to three seconds. Research from Facebook says that 65% of people who watch the first three seconds of a video will watch for at least ten seconds and 45% continue watching for the entire thirty seconds.
Each ad had its own story to tell but the common themes across were the spirit of celebration and content that emotionally engaging. Puri of Adlift says that 85% of the ads are watched on YouTube with the sound off. So, marketers make videos with captions which can easily increase the engagement level by 12 per cent.
Here are the YouTube Ads Leaderboard 2017 Top 10 ads:
1. LG Astronaut Brand TVC Ad Film-20 years anniversary story video-Life is Good
2. Meet Deepika Padukone's new BFF!
3. Dettol New Mom #MaaMaane Dettol ka Dhula
4. "Kyuki Diwali Sirf Ek Tyohaar Nahi Hai" Ft. Piyush Mishra"
5. Ghar Sajaane ka Mushkil se Mushkil Samaan On India k sapno ki #Apnidukaan
6. Welcome to selfiestaan with Gionee A1
7. Sunfeast Yippee! Mood Masala-Crazy Mood Hindi TVC
8. Center Fresh| Chali Hawaa Mastani
9.Unused data will be added back next month- Airtel Postpaid Promise
10. Bingo! Original Style- Light and Tasty Chips