The 10 most-watched YouTube ads in Singapore

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Google today released its YouTube Ads Leaderboard of the second half of 2016, which is a list that showcases the top 10 ads that captured the attention of Singaporeans from July to December 2016.

The ads that won the day

The brands that took top positions on the leaderboard span lifestyle, food and beverage and the financial sector, underscoring their recognition of YouTube as an important part of their marketing strategies to complement traditional TV advertising, noted Google.

The Leaderboard shows a great mix of styles, from 30-second ads to 12-minute drama series, though Google pointed to a handful of distinctive styles. For one, three of the 10 videos showcased music videos with song and dance, and another theme is that showing local heroes, underscoring how knowing one’s audience is a great way to create content that resonates.

A couple of ads were also designed for all ages as advertisers tap into the potential for YouTube to reach out to all age groups. Finally, cliffhanger plots work well too, with DBS’s popular Sparks series snagging two spots on the leaderboard. Notably, Google pointed to how ads with great storylines and production values can keep viewers tuning in even for 12-minute at a go.

“Ads need to be seen and heard to have impact on audiences and YouTube’s high viewability (93%) and audibility (95%) help brands capture viewers’ attention. The YouTube Ads Leaderboard celebrates the most creative ads and brands that did just that — these are the top ten ads that Singaporeans chose to watch,” Joanna Flint, Country Director for Google Singapore said.

“We’ve seen YouTube’s watch time grow by 35% over the last year so it’s no surprise that brands like StarHub, DBS and the Ministry of Communications and Information are using the platform to reach viewers of all ages island wide,” she said.

Here is the full YouTube Ads Leaderboard:

  1. StarHub - Majulah Moms
  2. Universal Studios Singapore HHN6 | Be Engulfed by the Darkness Within
  3. 吃饱没?(Eat Already?) MV
  4. SPARKS – Mini-series: Episode 5
  5. McDonald's Confirm Shiok TVC
  6. SPARKS – Mini-series: Episode 4
  7. 《杂货店》The Provision Shop OST | 有空记得约我 - The Freshman
  8. iPhone 7 - Dive - Apple
  9. McDonald's Taste Harmony
  10. 《吃饱没?》预告片 - Eat Already? Trailer (Hokkien)

Further reading:

YouTube analytics to get a major facelift

YouTube readies fee-based, ads-free service

YouTube taps online video pulse