Tag Archives: 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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Peloton’s Holiday Ad: The Peloton Wife

 

It must be the time of year for controversial advertising campaigns. Earlier this month we wrote about South Dakota’s “Meth. I’m on it.” campaign, which provoked many people to post their reactions on social media. The “Meth. I’m on it.” campaign was designed to focus attention on combatting the prevalence of meth in South Dakota and starting conversations about the problems of meth addiction.b

But now, with a seemingly straightforward advertising campaign, Peloton has entered the social media collective consciousness and has generated a lot of negative buzz. The company’s new holiday campaign features a woman receiving a Peloton bike for Christmas, and chronicles her experience over the next year.

At first glance, the ad shows a lovely holiday scene of a husband giving his wife an exercise bike for Christmas. However, viewers quickly made their negative opinions known on social media, criticizing the company for being sexist as well as being elitist. The wife is thin and attractive; the house looks large and luxurious. (A Peloton bike is priced at $2,245, plus a monthly video subscription for interactive classes at an additional $39/month.)

Peloton has stated it stands by the ad and that it hears regularly from customers about how the bike has changed their lives for the better. The actors also stated that the commercial was a very positive experience, despite the pushback from social media. So why the criticism? And what should happen when a company offends people?

One company that quickly followed up on the controversy was Aviation Gin, owned by actor Ryan Reynolds. The same actress was cast in a humorous commercial that seemed to show her a little shell-shocked after the first commercial and in need of a little relaxation.

What’s your opinion?

Group Activities and Discussion Questions:

  1. Discuss the importance of developing a clear, concise message for marketing programs.
  2. Show the Peloton Website: https://www.onepeloton.com/
  3. Show the original ‘peloton Wife’ video: https://youtu.be/pShKu2icEYw
  4. What are the students’ opinions? Have the students use their phones and devices to search for commentary about the campaign online.
  5. Next, show the same actress in the Aviation Gin commercial: https://youtu.be/H2t7lknrK28
  6. What are student’s opinions about this ad and message?
  7. How does this ad play off the original ad?

Source:  Advertising Week; Bloomberg News; New York Times; Wall Street Journal; other news sources

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