When it comes to measuring the success of a video today, YouTube is one of the best barometers. With 300.7 million combined views across this year’s top five ads, we can see that great advertising is not only still effective, but it is thriving. Audiences are actively seeking out these ads, like they do for all of their favorite content online.
As expected, spots that ran during the Super Bowl (the most anticipated day of the year for commercials) have done extremely well online. It is now very common for brands to release their videos ahead of the big game, to garner even more attention, anticipation and kick-off buzz. This year, gaming commercials had a massive impact and landed two of the top five slots. Not coincidentally, the No. 1 position went to a gaming spot that played during the Super Bowl.
These spots have cracked the code to viral success, which is something that all brands vie for. Though there’s still a lot of mystery behind the secret formula that leads to a viral video, there are a lot of common threads that we can take away from these five success stories, especially their music: they all utilize very interesting and memorable music choices. From Clash Royal’s humorous angle of reinventing a well known song by Queen, to Knorr’s emotional, original score – music is often the quickest way to a consumer’s heart. A noteworthy soundtrack will stick with a viewer, making a lasting impression and potentially racking up multiple viewings. One thing that personally excites me is that the attention span of an interested consumer can last more than 30 seconds! The spots range from 45 seconds to six minutes in length.
According to recent research from Nielsen, YouTube has grown in every way this year:
From 2015 to 2016:
- Time spent on YouTube more than doubled among adults 18+
- Time spent on YouTube almost tripled among adults 55+
- Time spent on YouTube grew 40% faster among adults 35+ than among adults overall
- Time spent on YouTube grew 80% faster among adults 55+ than among adults overall
Another fun fact according to comScore: YouTube reaches 95% of online adults 35 and over in a month as well as 95% of online adults 55 and over in a month.
According to Adweek and Google's full-year YouTube Ads Leaderboard, these are the top five most watched ads on YouTube in 2016.
(And because I am in the business and a music focused consumer, I listed the music behind each one too!)
5. Clash Royale - "Theme Song"
Creative Agency: Barton F. Graf
Music: Brian May – Parody of Queen’s “Flash”
Views: 37 million
4. Samsung - "Galaxy S7 and S7 edge: Official Introduction"
Creative Agency: R/GA
Views: 45.8 million
3. Nike - "The Switch"
Creative Agency: Wieden + Kennedy
Media: Mindshare
Music: The Heavy – “Turn Up”
Views: 56.4 million
2. Knorr - "#LoveAtFirstTaste"
Creative Agency: MullenLowe
Music: Joel P. West – Original Score
Views: 60.4 million
1. Mobile Strike - "Arnold's Fight"
Creative Agency: 215mccann
Media: 215mccann
Music: Giuseppe Verdi – “Verdi's Messa da Requiem - Movement II: Dies irae”
Views: 101.1 million
Note: According to AdWeek, to be eligible for Adweek and Google's YouTube Ads Leaderboard, videos must be marked as ads on YouTube (i.e. they get some paid views) and must also earn significant organic views. The algorithm factors in paid views, organic views and audience retention (how much of a video people watched).
Jordan Passman is the Founder & CEO of SCORE A SCORE, an LA-based company focused on simplifying custom music and licensing.
Keep up on Twitter @TheJPPass
