Spikes Asia is a time for celebrating the creativity of brands and agencies across the region. This list shines a spotlight on the Top 10 ads on YouTube in Asia-Pacific that were so compelling, consumers chose to watch them -- sometimes millions of times -- during the past year.

 

"Storytelling, not selling" is a key theme that binds all these ads together. Like Vinamilk (#1), Asia-Pacific brands know that people come to YouTube to be entertained or informed, and not to be given the “hard sell”. All the ads on the list tackle this in different ways, with a diverse range of styles and lengths. With ads ranging from forty-six seconds to over three minutes long, this list shows that as long as brands have a great story to tell, audiences will choose to watch them no matter how long or short they may be.

  1. #1

    "Bí quyết nuôi con phát triển toàn diện" – Phiên bản “Vợ Người Ta”

    Views in 1st July 2016 - 31st August 2017
    83,079,826
  2. #10

    Official MV : MAKE IT HAPPEN | ญาญ่า feat DABOYWAY by Maybelline Thailand

    Views in 1st July 2016 - 31st August 2017
    8,040,482
  3. #2

    LG Astronaut Brand TVC Ad Film - 20 Years Anniversary & Mother's Day Story Video - Life Is Good 2017

    Views in 1st July 2016 - 31st August 2017
    66,829,637
  4. #3

    Vũ Điệu Diệt Khuẩn - Phiên bản nhí "Bống Bống Bang Bang

    Views in 1st July 2016 - 31st August 2017
    33,557,334
  5. #4

    Vũ Điệu Diệt Khuẩn - Phiên bản nhí "Bống Bống Bang Bang

    Views in 1st July 2016 - 31st August 2017
    18,352,072
  6. #5

    [NHẠC TẾT 2017] Nhẹ Nhàng Đón Xuân - Minh Hằng & Hương Giang

    Views in 1st July 2016 - 31st August 2017
    16,141,825
  7. #6

    Nhạc Tết Khai Xuân Đón Lộc 2017 – Đông Nhi & Isaac

    Views in 1st July 2016 - 31st August 2017
    15,483,584
  8. #7

    New Cadbury 5 Star with Extra Caramel - Vacation Ad

    Views in 1st July 2016 - 31st August 2017
    11,010,443
  9. #8

    ปาฏิหาริย์เปลี่ยนชีวิตสาวติ่ง จากผมสั้นเป็นผมยาว

    Views in 1st July 2016 - 31st August 2017
    9,456,735
  10. #9

    마지막 1초

    Views in 1st July 2016 - 31st August 2017
    8,056,291

Other key themes from the leaderboard include:

A catchy tune: Asia-Pacific brands know that ads lose their power if they are muted. All of the ads on this list feature music to keep the story moving and viewers interested. 6 out of 10 ads go one step further by creating bespoke music videos to engage with their audiences. With 95% of YouTube ads being audible, it means Asia-Pacific brands can place their ads on YouTube confident that their message will be heard.

 

Know your audience: Just because YouTube is a new medium, it does not mean that old advertising techniques do not apply. Knowing your audience is the foundation to creating ads that people choose to watch, regardless of whether this is offline or online. In this list, we see 6 out of 10 brands use celebrities in their ads to help capture their intended audience on YouTube.