There are more prestigious advertising awards and less prestigious advertising awards. They’re all still judged by people within the industry. YouTube’s top 10 ads of the year are determined by audiences. The YouTube Year Leaderboard uses an algorithm that factors in things like organic and paid views, watch time, and audience retention from the period of January 1 to December 31.
It’s a weird and wonderful collection. Weirdness came top. Sportsbet’s in-house parody, Grubs Subs Collector, is 2019’s #1 YouTube ad. Samsung’s #SponsoredPost (how to do one – another parody) by Leo Burnett came second. Humour did particularly well, winning the #1, #2 and #3 posts. Innocean’s smile-inducing Fits in anywhere for Hyundai came in third.
According to Google Australia and New Zealand head of creative development, Fiona Walford, ads that were highly customised to a specific audience were often the most successful.
“The number one video from Sportsbet really leaned into this – within the first five seconds, their core sports-loving audience saw a famous cricketer and knew they were in for something out of the ordinary,” noted.
The average length of a video on the Ads Leaderboard for 2019 was three minutes.
The top 10 are:
- Grubs Subs Collector – Chopper Parody Played By Merv Hughes
Creative Agency: In House
Company: Samsung Australia
Creative Agency: Leo Burnett
3. Hyundai | Venue – Fits in anywhere, stands out everywhere
Company: Hyundai Australia
Creative Agency: Innocean
4. AirPods — Bounce — Apple
Company: Apple Australia
Creative Agency: MAL (Media Arts Labs)
5. S2 E1: Let Battle Commence! | The Great Travel Hack | #MakeTheFuture
Creative Agency: JWT
6. New Australia-land | Share the Lamb
Company: MLA Australian Lamb
Creative Agency: The Monkeys
7. Christmas is where we are | MYER
Creative Agency: Clemenger BBDO Melbourne
8. Ed’s Heinz Ad
Creative Agency: DAVID Miami
9. Dream Crazier | Nike
Creative Agency: Wieden+Kennedy Portland
10. It’s The Most Wonderful Time For a Beer: By the Carlton Dry Christmas Orchestra
Company: Carlton Dry
Creative Agency: Special Group
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