With over 85 per cent of Singaporeans visiting YouTube monthly, brands and agencies are fully invested in adopting videos as their preferred digital canvas, producing attention-grabbing and engaging ads to earn and hold viewer attention.
Google released its YouTube Ads Leaderboard for the first half of 2019, showcasing a list of top 10 video ads that captured Singaporeans’ attention from January to June.
One of the themes that stood out from the ads on the list was tapping on festivities to capture hearts. Telling emotional stories in tune with the aspirations and beliefs during the celebrations proved to be a recipe for success, as shown by Apple’s cinematic Lunar New Year ad which shot to the top of the leaderboard. The value of keeping strong familial ties during the Holy Month of Ramadan were also illustrated through the Public Utilities Board’s tear-jerker, Kinship (#4) and GovSingapore’s Hari Raya with #HafandHaf (#10).
The leaderboard also shows that audiences paid more attention than before. Countering the narrative that audiences have short attention spans, 80 per cent of the leaderboard comprises ads that crosses the 90-second mark.
This includes the new subject-based banding by the Ministry of Education (#8), The Learning Lab ’s moving stories of a child’s life beyond grades (#7) and the Public Hygiene Council’s methods to ‘spark joy’ in a hawker centre (#9). Duration is no longer a limiting factor for content, but brands have to stay creative and authentic to keep viewers tuned in.
Eleanor Tan, Director, Marketing & Communications, The Learning Lab said, “At The Learning Lab, we’ve always believed that our ultimate purpose as educators is to impart on our students the lessons that strengthen their character. These are the lessons they will remember. For Tests, we wanted to tell stories that acknowledge the very real challenges every child goes through, and it isn’t just from trying to get good grades. Every child has had to face situations where their mettle is put to the test, whether it’s from learning to be resilient, to be brave, or to be confident in who they are. We captured these moments through our video by focusing on the little details, like the deep breaths taken before a presentation, or the glint of determination in the eye. All natural lighting, no scripts. We wanted our message to reach as much of our target audience as possible: parents with children at a schooling age, and in terms of maximizing our reach, YouTube is the unparalleled option.”
Soffy Hariyanti, Director, Campaigns & Production Department, MCI said, “The Merdeka Sayang music video features iconic Merdeka Generation personalities such as Dick Lee and Rahimah Rahim to convey the pride of their generation and their contributions in shaping Singapore’s progress. Meanwhile, our HafandHaf video is a light-hearted take on Hari Raya family gatherings, where conversations on marriage and parenthood often take place. We are heartened that both videos, with their different styles and treatments, have been well-received by Singaporeans. We will continue producing fresh, engaging and relevant content that brings across useful government information to Singaporeans.”
Here is the list below: