Long-form advertising seems to be the flavour of the season in advertising in India with six of the top ten advertisements running longer than the typical 60-second television commercial, according to Google’s YouTube Ads Leaderboard released today. The list includes the top ten ads and promoted videos which resonated the most with Indian audiences in the first six months of 2016. It is determined by an algorithm that factors in paid views, organic views, and audience retention (how much of a video people watched).
The top ten ads accounted for over 4 lakh hours of watchtime, of which over 60 percent came through mobile devices.
Based on the average watchtime per ad, it is clear that customers are willing to invest their time and attention on advertising that is narrative-driven and takes audiences along on a journey, states the press statement. Brands like Bajaj, Hitachi, Royal Challenge Sports Drink and Ariel have made use of this trend to capture people’s attention.
Two of the ads on YouTube’s Leaderboard have been awarded at the Cannes in 2016. The Bajaj V film won the creative agency Leo Burnett a Bronze Lion in the Promo & Activation category under Cars & Automotive Product & Services category. Similarly, Ariel’s Share the Load campaign won its creative agency BBDO India a Bronze Lion in the Creative Effectiveness category.
“The genesis of Bajaj V came from our passion to keep alive the legacy of the invincible INS Vikrant in the form of a bike that lakhs of Indians can ride with pride…Youtube as a platform, with its targeting capabilities has helped us to connect with our TG more efficiently and made this campaign a bigger success,” says Soumya Das, DGM (Marketing), Bajaj Auto.
The top ten ads are: