Every year YouTube looks back at the top performing ads of the past 12 months to showcase the brand creativity that shapes our culture. This year Gemini examined 13,000 of this year’s most successful ads
Every year, we at YouTube love to look back at the top performing ads of the past 12 months to showcase the brand creativity that shapes our culture. And 2024 was no different — except for one thing. This year, we had Gemini help us out by examining over 13,000 of this year’s most successful ads from around the world to learn what really makes them stand out from the pack.
But no matter how they told their stories, brands used YouTube to connect more meaningfully and authentically with their audiences, resulting in a diverse, compelling set of ads that could only exist on this platform. Let’s take a look at some of the strategies they used to tell better stories — and how you can too.Historically, where there were ads, there were creative constraints on those ads. Case in point: time limits.
Gen Z, in particular, prizes authenticity, so they’re drawn to ads where they don’t feel like they’re being sold something. To that end, brands often featured creators to signal that authenticity. According to Gemini, these creator-driven ads often use interactive elements and lo-fi production to connect with their viewers on a fundamental level. And that connection builds trust: 98% of viewers say they trust YouTube creators more than creators on other social media platforms.
So it’s not surprising to see brands of all sizes and markets find success by engaging their audience’s passions.Understandably, the Paris Olympics proved to be one of the most popular events for advertisers this year. For example, Omega imagined Paris as aused a customer’s review to create a memorable song for their ad, gathering a lot of interest from YouTube's music community., which promoted its dermatologist-recommended bonafides.
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