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YouTube honours its best ad performers with Top 10 Leaderboard

By our News Team | 2022

Unusually, this year’s top performers’ list has no retailers, financial services companies or consumer packaged goods (CPG) brands.

YouTube has published its annual list of the ads that performed best on its platform this year, with an Amazon advertisement finishing in top spot and one from North Africa – for the Telecom Egypt brand – taking second spot.

Other well-known brands with an ad in the YouTube top 10 for 2022 include Apple, Hyundai and Netflix. Notable by their absence are financial services businesses, retailers and consumer packaged goods (CPG) brands

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Photo by Cottonbro Studio from Pexels

According to the industry website Marketing Dive, their unusual absence may be an indication of how these categories have adjusted their marketing strategies in a tough year for business. 

“The absence of CPGs this year potentially speaks to how the vertical has switched up media strategy as consumers contend with soaring inflation,” Marketing Dive comments.

Some ad budgets moved away from YouTube in 2022

“Many in the industry are now directing more budgets to retail media, which largely consists of ads placed on retail sites that are targeted and measured based on shopper data. Those tactics can be cost-effective, while digital video tends to be a more premium channel.”

Amazon has typically been a big advertising player on YouTube and this year’s number one-ranked ad is a Super Bowl (American football) ad that promotes Alexa, Amazon’s virtual assistant technology.

The ad is called Mind Reader and stars Hollywood actress Scarlett Johansson and her comedian/actor husband, Colin Jost, in a humorous depiction of a couple whose relationship becomes strained when their Alexa smart device becomes a trued mind reader.

“On YouTube, humour and relatable imperfection can show that a brand gets their audience, and that’s reflected in how products and services are advertised,” says Maria Perazzo, Creative Director at Google, which owns YouTube.

“Amazon’s Mind Reader ad featuring Scarlett Johansson and Colin Jost showcases the greatness of mundane couplehood through self-aware humour.”

You can see the YouTube Ads Leaderboard 2022 and access all the advertisements here.

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