DDB Singapore’s video for StarHub to mark the citystate’s 51st National Day was the most watched ad on YouTube in Singapore during the second half of 2016, as stats revealed an affinity for local content.
The rendition of Majulah Singapura by 51 mums from different racial backgrounds was created to promote unity in Singapore.
Second in the most-watched list was Universal Studios video to sell its halloween horror nights, with info drama Eat Already?, designed to promote government policies to senior citizens, third.
Google Singapore country director, Joanna Flint, said the top 10 reflected a desire for local content and music.
She added that brands are increasingly turning to YouTube to distribute their content.
“We’ve seen YouTube’s watchtime 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 islandwide.” Flint claimed.
A content marketing series by DBS bank, Sparks, fared well with episodes four and five in the top 10.
An ad for McDonald’s was the fifth most viewed YouTube ad
The remainder of the top 10 were:
The Provision Shop OST, The Freshman
McDonald’s taste harmony
Eat Already? Trailer (Hokkien)