From Channel 4 returning with the second iteration of its ‘Superhumans’ campaign for the Rio Paralympic Games to Jaguar offering consumers the chance to explore the Wimbledon grounds in their 360 degree glory, here are the top 10 YouTube ads for July.
Cadbury’s use of YouTube footage in its new “taste like this feels” campaigns has paid off as the brand took two of the top five spots in April’s most populat list, while the return of MoneySuperMarket’s Dave and Ikea’s latest ad all make it into the top 10.
Procter & Gamble has overtaken Unilever to take the title of the most effective global advertiser while “breakthrough brands” including Ikea, Heineken and Jaguar owner Tata Group climbed up the rankings.
Whether it’s a smiley face, a heart or a monkey covering its eyes, emojis have quickly become the go-to shorthand for expressing how we feel so it’s no surprise that brands including McDonald’s, Pepsi, Ikea and the World Wildlife Fund are picking up on the trend too.
Ikea’s UK marketing boss says the retailer is looking to widen its appeal through more creative marketing and the launch of smaller stores and pop-ups to recreate the “buzz” that surrounded the brand when it first came to this country almost 30 years ago.
Media agency consolidation and margin pressure from procurement departments mean kickbacks take precedence over clients’ interests, while online media buying still isn’t transparent enough, says Bob Wootton, principal of Deconstruction Consulting and former ISBA director.