Most watched YouTube ads in Singapore topped by emotional and local content
Emotional ads and locally-made content captured the attention of Singaporeans in the first six months of the year, according to Google.
Revealing the YouTube Ads Leaderboard – the most watched ads in the first half of the year – the top four places were taken by spots which pulled on the heart strings.
Meanwhile, six of the top 10 ads were made in Singapore, a sign of the “incredible success of the advertising industry in Singapore”, according to Google Singapore country director Stephanie Davis.
“We’re proud to witness the great work of brands like McDonald’s, GovSingapore and Singtel as they connect with their audience through emotive story-telling, teasers and edutainment,” she said.
The most watched ad was a video from McDonald’s which followed a delivery driver on the last day of Ramadan. Apple, Singel and the Ministry of Education completed the top four.
McDonald’s Singapore senior director of marketing and digital innovation, Agatha Yap, said the ad wanted to “celebrate Singapore’s community spirit of human kindness, sharing and togetherness”.
The rest of the top 10:
5: Lego
6. GovSingapore
7. Shell
8. Resorts World Sentosa
9. DBS Bank
10. Samsung
In this day of boosting where you can’t escape many of the big brand ads like the McClown’s, how credible is this ranking?
Google should share which ads had organic high reach and which were the result of boosting.
Without boosting, I’d be very surprised if half of these ads would rank at all.
ReplyThis pattern is interesting. When I used to live in Singapore, I used to see this fairly often. I’ve lived in four other Asian countries but Singaporeans really dig content that emotionally resonates with them usually on topics centered around family. I’m not a fan of it because it just doesn’t feel organic but somehow the heartlanders love it.
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