Google’s latest YouTube Ads Leaderboard for the twelve months between this and last year’s Spikes Asia festival shows that Southeast Asia leads in APAC when it comes to ads on the video platform.
Seven out of 10 of the ads on the list come from Vietnam (4) Thailand (2) and the Philippines (1). Brands in Southeast Asia have embraced online video and have given their ads a distinctly local flavor — with two of the ads from Vietnam having a Tết theme – showing the rewards that brands can reap by tapping into national celebrations, as long as they share something that’s a good cultural fit.
Vinamilk, taking the top spot, remade the most popular tune in the country from 2015, using the up-and-coming singer, Le Manh Quynh. This, combined with the classic theme of a daughter clashing with her mother-in-law, plus creative relatable lyrics to makes this ad both entertaining and irresistibly catchy.
Another trend from the top 10 list shows that it is storytelling, not selling which makes these ads go viral. What binds all these ads together is storytelling — in all its different forms. Like Vinamilk, Asia-Pacific brands know that people come to YouTube to be entertained or informed, not given the ‘hard sell’.
All the ads on the list tackle this task in different ways, with a diverse range of styles and lengths. With ads ranging from forty-six seconds to over three minutes long, this list shows that as long as brands have a great story to tell, audiences will choose to watch it no matter how long or short it may be.
It was also seen that Asia-Pacific brands know that ads lose their power if they are muted. All of the ads on this list feature music to keep the story moving and viewers interested. Six out of 10 ads go one step further by creating bespoke music videos to engage with their audiences. With 95 per cent of YouTube ads being audible, it means Asia-Pacific brands can place their ads on YouTube confident that their message will be heard.
The top 10 ads in APAC on YouTube are:
2. LG India
3. Bioré Việt Nam
4. Nestlé Philippines
5. Trà TEA+ Plus
6. Nescafe Vietnam
7. Cadbury India
8. Sunsilk Thailand
9. Clash Royale
10. Maybelline Thailand