Posted by The Marketing Team,
Jan 07, 2015
It’s that time of the year where the “Winners of 2014” are announced.
We’ve seen the worst adverts (sorry Iceland, but even Peter Andre was embarrassed of the ad he starred in!), the best media agencies and the most viral adverts. Now the ten most watched ads of 2014 have been announced and who better to announce this than You Tube themselves.
Unsurprisingly, Christmas ads rose to the top of the most-watched list with Sainsbury’s pipping John Lewis to the winning position. The advert came with some controversy and divided viewers who didn’t support its use of the First World War centenary to promote retail purchases, however regardless of good or bad publicity, it gathered an impressive 16.6million views in a very short space of time.
Let’s have a look at the top 10:
1. Sainsburys Official Christmas Ad 2014
2. John Lewis Christmas Ad #MontyThePenguin 2014
3. Nike Football: Winner Stays ft. Ronaldo, Neymar Jr., Rooney, Zlatan, Iniesta & more
4. Nike Football: The Last Game ft. Ronaldo, Neymar Jr., Rooney, Zlatan, Iniesta & more
5. Always #LikeAGirl
6. Three #SingItKitty
7. Marks & Spencer Christmas Advert 2014 #FollowTheFairiesz
8. Most Shocking Second a Day Video (Save The Children)
9. Sapeurs: New Guinness Advert
10. Human Loop the Loop with Damien Walters: Pepsi Max. Unbelievable #LiveForNow
of consumer marketing at Google commented that “The most popular ideas are those where brands are thinking like
publishers, not advertisers” which is exactly where content needs to be in
2015. It needs to be sharable, interesting, fun or different. In an ‘always on’
world, thanks to the rapid advancement and adoption of tablets and smartphones and the expansion of
free WiFi hotspots and improving 3g, we face constant gratification and quick
fixes… basically, we have the online attention span of a gnat. Therefore, advertisers
must provide content that doesn’t feel directly like advertising; content that
makes us learn something; wows us; stuns us; puts something into a shocking
perspective or makes us excited to be watching it.
The majority of the ads in the top 10 list were longer than your average 30” or 60” advert. This “mini movie” strategy helps to create a PR storm and spread word-of-mouth, with a little help from social media sharing, ensuring that the adverts are sought out regardless of whether they have been seen on TV or not. This is the beauty of You Tube; it’s a fantastic platform that allows brands to advertise in a way that they are unable to do to (without such a premium) via Live TV.
And what does this mean for 2015? Brands must work hard to provide fantastic content for consumers as a Thank-You for being a consumer, and for dedicating your precious time to watching my content. Whether that’s in the form of a long-form advert with a big TV advertising launch, or short-form content in the form of videos on their YouTube platform where consumers can re-watch and share their favourite content. Brands must recognise what it is that consumers want to watch. Let’s bear in mind that Taylor Swift’s Shake It Off video was seen over 400,000 million times in 2014 whereas the top ten most watched ads listed above were seen collectively over 330,000 million times. Taylor’s onto something…
Written by Emily Chapman from Total Media
Emily has worked on the Broadcast Team for 4 years and has recently become a bit obsessed with her Sky box-set catch up service. Her favourite programme is Homeland and she has just finished catching up on True Detective which was the best thing she’s ever watched!