Looking to improve your YouTube ads approach in 2024?
This will help. This week, YouTube has shared an overview of its best performing ads of 2024, based on a rage of audience response and engagement metrics.
Though this time around, it’s added another assessment element.
As per YouTube:
“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.”
I’m not entirely sure what Google’s AI tool is going to be able to say about each ad, and the key trends within creative elements. But seemingly, that’s given YouTube another angle of assessment, in order to help its team detect and measure the top ads for the year.
So what did YouTube and Gemini pick as the big winners?
First off, YouTube has identified this four-minute long ad from Volvo as worthy of note, as it bucks industry and general usage norms by providing longer, more in-depth storytelling.
YouTube says that this is reflective of YouTube being the home of both long and short form content (in Shorts), and that this more in-depth approach can be just as resonant with users. If you can get your storytelling right.
YouTube says that Louis Vuitton also saw success with an 11-minute conversation between its fashion director and actor Emma Stone, which generated 20% higher watch time than the industry average.
Of course, having Emma Stone involved would have done a lot of the heavy lifting in this respect. But the point here is that not everything has to be short-form, as people will pay attention to longer content, when it’s done right.
Also on the celebrity-led front, YouTube has highlighted this Super Bowl ad from CeraVe.
YouTube also says that many brands saw success with influencer-led campaigns.
As per YouTube:
“According to Gemini, 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. By leveraging this rapport, brands can build affinity with new audiences.”
Creator partnerships have various credibility and creative benefits, and YouTube notes that this approach worked for a broad range of brands in 2024.
YouTube also reports that brands tapped into established fandoms to connect with audiences this year.
“Coke appealed to K-pop stans; Sephora offered tips to Coachella attendees; NFL tapped into the fervent following of The Sims; Sony joined forces with creators to promote the new Venom movie, while McDonald’s created its very own anime.”
Linking into these large, and influential fanbases helped to boost brand awareness, and create a positive affiliation with these audiences.
Much like using celebrities, however, not all brands will be able to do what the big players can in this respect. But even so, it could be another consideration for your ad approach.
These are some interesting pointers, with YouTube further noting that the brands that experimented with style, and embraced creative storytelling, saw the best results.
Which is not overly prescriptive. Saying something like “think creatively” is not wholly actionable advice. But with more tools than ever at your disposal to explore different approaches, you now have more ways to lean into alternative storytelling techniques to expand your brand and marketing approach.
Though I would note that storytelling, and maintaining that as the core focus, remains key in all of these campaigns.
You can check out YouTube’s full op ads overview here.
