Tag Archives: global marketing

Top Ads Watched on YouTube in 2019

Advertising surrounds us. And while sometimes ads are annoying, believe it or not, people also search online to view some of the year’s most compelling ads. Starting a new year is a good time to examine the winning campaigns from last year. The most compelling advertisements and videos are ones that have a strong story, humor, inspiration, and excitement. They build a bond with the audience, and inspire thoughts and action. It’s not easy to create a short video that engages audiences and inspires them to share the video and view it more than once, so it is worth examining the top ad videos from 2019.

Here are the most viral brand videos posted to YouTube in 2019.

  1. Not Everything Makes the Cut – Amazon Super Bowl commercial
  2. The Elevator – Hyundai Super Bowl
  3. We Believe: The Best Men Can Be – Gillette
  4. Introducing iPhone 11 – Apple
  5. The Internet of Things Presents – #LikeABosch
  6. Chance the Rapper x Backstreet Boys – Doritos Super Bowl
  7. Science Fair – Audi
  8. Change Up the Usual – Stella Artois
  9. Dream Crazier – Nike
  10. The 100-Year Game – NFL super Bowl

Remember, these are the ads that people choose to watch – a marketer’s dream! In total, the top ads generated 230 million views and 275 million minutes in watch time! (Ads are determined by an algorithm that factors in organic and paid views, watch time, and audience retention.)

Which ads did you watch online?

Group Activities and Discussion Questions:

  1. Discuss the importance of branding and brand management. How do the videos fit into branding?
  2. Divide students into teams. Have each team analyze one of the following videos with respect to target market, key message, type of appeal, etc.
  3. All ads are available at: https://www.thinkwithgoogle.com/advertising-channels/video/youtube-leaderboard-year-end-2019/
  4. When teams have completed this, have each team show the video and discuss their analysis with the rest of the class.
  5. What are the commonalities between the videos? What are the differences?
  6. What should other companies do to replicate the success?

Source:  Think with Google. YouTube ads leaderboard: Global year-end 2019.

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Google’s Year of Search for 2019

Everyone has a hero in their lives – and if lucky, they have multiple heroes from around the world. What did the world search for in 2019? Well, besides our usual searches for love, the meaning of life, and how to vote, the citizens of the world used Google’s search engine to keep current on topics including sports, celebrities, world events, food, entertainment, and more.

Google tracks searches on an individual country basis as well as globally. Lists are based on search terms that had the highest spike this year as compared to the previous year. Globally, some of the most searched for topics included the Notre Dame Fire, ICC Cricket World Cup, Rugby World Cup, Sri Lanka, Area 51, and Greta Thunberg.

Top searches in the U.S. also included the Baby Yoda, Baby shark, and the royal baby (plus other babies of famous folks).  Canada’s top queries included the Toronto Raptors (and the players), plus plant-based diets, and Game of Thrones. Australia was interested in Cricket Australia, Rugby World Cup, as well as how to watch Game of Thrones.

Google processes two-out-of-three Internet queries made each day. These queries give marketers a good snapshot of trends around the world. This research gives us a good idea of what people are thinking, and what they like and need. Often, past trends can also be predictors of future trends.

Take a look – which of these topics did you search for in 2019?

Group Activities and Discussion Questions:

  1. Before showing the Google results, poll students as to what they think the top searches were in 2019. Why those topics?
  2. Next, show the Google site: https://trends.google.com/trends/yis/2019/GLOBAL/
  3. Discuss the importance of market research. What are sources that can be used? Why is tracking trends important?
  4. Divide students into teams and have each team examine a different Top 10 List topic. What are the trends from that topic?
  5. How can these trends be used to develop new products?
  6. Debrief the exercise by listing the ideas from each team.

Source:  Google Trends. Year in search 2019.

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2019 Top Global Brands

What is a brand? Does a brand have a financial value? These are critical questions that drive the strategic marketing decisions of corporations around the world. In general, marketers define brand as the position that a company/product holds in the minds of the consumers. It follows then that if the brand holds a position in consumers’ minds, then it would definitely translate into a financial value for companies.

Each year, Interbrand does a financial analysis that seeks to define, in dollars, the value of a company’s brand – the result is the annual Best Global Brands ranking. In order to be included in the analysis the brand must be global – it must have successfully crossed geographic and cultural boundaries:

  • At least 30% of revenue must come from outside the brand’s home country.
  • It must have presence in at least three continents as well as broad geographic coverage in emerging markets.
  • There must be sufficient publicly available data on the brand’s financial performance.
  • Economic profit must be expected to be positive over the longer term, delivering a return above the brand’s operating and financing costs.
  • The brand must have a public profile and awareness above and beyond its own marketplace.

Interbrand’s brand valuation methodology seeks to determine, in customer and financial terms, the contribution of the brand to the company’s business results. There are three key components in the methodology for the valuations: analyses of the financial performance of the branded products or services, of the role the brand plays in the purchase decision, and of the competitive strength of the brand.

The results – well, see for yourself by viewing the interactive report: https://www.interbrand.com/best-brands/best-global-brands/2019

At the top of the list are Apple, Google, and Amazon; each brand is valued at more than $100 billion! And in honor of the list’s 20th year, there are 31 brands from 2000 that are still in the Top 100 today.

Which brands made your list?

Group Activities and Discussion Questions:

  1. Ask students to define “brand.” What is it? Does it have value to a company?
  2. Have students take out a piece of paper (or write answer on laptops). Ask them to choose what they thing are the top 10 most valuable brands in the world. Then show the top 10 list from the Global Brand report.
  3. Bring up the Web site: https://www.interbrand.com/best-brands/best-global-brands/2019/
  4. Show the video explaining the report: https://www.interbrand.com/best-brands/best-global-brands/methodology/
  5. Show students several of the sections within the site and view some of the videos as a class.
  6. Divide students into teams and assign each team an industry category to examine: automotive, apparel, beverage, electronics, energy, etc.
  7. Have each team present key findings from the industry sector they examined.
  8. How can these findings be applied in marketing strategies?

Source: Brandchannel.com, Interbrand.com

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