Google Malaysia has released the YouTube Ads Leaderboard for the January-June 2018 period for Malaysia. This list represents the top 10 ads Malaysians watched on YouTube through a combination of popularity and promotion.
1. Astro Gempak
Gaya Raya Paling Ori – Filem Pendek Astro Raya 2018
2. Mcalls
陈颖恩×谢少唐×古洁縈《春天有个梦想》- 2018年最激励人心、最具正能量的贺岁歌曲
(Tan Yin Ern x Jeffrey Chen x Jeslyn “There Is A Dream in Spring” – The most inspiring and energetic 2018 New Year’s song)
3. Yakult Malaysia
Geng Sakat Raya (Yakult Raya 2018)
4. Samsung Malaysia
5. KFC Malaysia
6. Tenaga Nasional Berhad
TNB Raya 2018 – Rumah Epik Fantastik
7. Petronas
#PETRONAS CNY 2018: A Long Way Home
8. Maxis
Maxis CNY 2018 – It’s time to HuatAR
9. McDonald’s Malaysia
10. Celcom Axiata
5 Sekawan Selamanya – Chinese New Year Short Film by Celcom
Trends from this half-year leaderboard
All-out festivities. The half-year list is almost completely dominated by seasonal ads, capturing various moments from two of Malaysia’s important festive celebrations – Hari Raya Aidilfitri and the Lunar New Year. The crown for the best seasonal ad goes to Astro Gempak’s comedic short film that tells the dilemma of a fashionable delivery guy.
Not too short, not too long, but just right. Unlike previous years where long-form ads dominated the list, this year’s contenders have opted for a balance between the traditional 30-seconds TV ad duration and sketches that extended into the double-digit minute mark. This allows brands like Tenaga Nasional Berhad to tell compelling stories whilst still capturing the attention of viewers.
Ever-improving production quality. One thing that has not changed is the ads’ production quality. Brands are constantly pushing the creative envelope to produce ads that play off more like TV dramas and feature films, both in looks and substance.
These ads continue to remind us of the amazing creative talent that the Malaysian ad industry possesses, and that going digital isn’t all about getting technical with technology. In fact, digital-first ads on YouTube enable brands and agencies to spend more time doing what they do best – doing and getting creative.
Globally, 1.5 billion people log into YouTube every single month. On aggregate, 1 billion hours of video is watched on YouTube each day.
