YouTube has conducted a comprehensive analysis of over 8,000 popular ads using AI to discover current trends in advertising. Anne Marie Nelson-Bogle, VP of Ads Marketing, highlighted the key findings:
- Increased representation: There is a notable rise in diversity of characters and perspectives in ads.
- Celebration of self-expression: Advertisements are emphasizing individuality and unique styles.
- Community-focused storytelling: Brands are spotlighting connections and social gatherings in their narratives.
- Embracing magic and fantasy: Imaginative elements are being used to pique interest.
- Partnering with creators: Collaborations with creators are helping brands build trust and fan bases.
YouTube employed Gemini, Google’s AI, to evaluate these ads, uncovering patterns and hidden connections between diverse ads from various countries, including Brazil, France, Germany, India, Japan, Korea, the UK, and the U.S. The analysis offered surprising insights into sentiment, themes, visual elements, language, music, and cultural references.
Exploring these key findings:
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Increased Representation: This year, numerous ads have focused on highlighting diversity, featuring groundbreaking roles and accessibility. Examples include:
- "Javier in Frame | Google Pixel SB Commercial 2024," showcasing AI technology aiding those with visual impairments, amassing 50 million views.
- "A Personal Voice on iPhone | The Lost Voice | Apple," depicting a father utilizing his phone’s voice feature, with 18 million views.
- "Mais Uma Canetada de Maybelline," featuring Afro-Latina artist Ludmilla, promoting inclusivity in beauty, with 10 million views.
- "Yes. I. Can." by Peloton, presenting individuals with disabilities in active roles, viewed 8.8 million times.
- "Lidl Kids Team – UEFA Euro 2024," offering children participation in UEFA EURO 2024, garnering 5.4 million views.
- "Mundo Nu, um mundo de N possibilidades #NuAcessível" by Nubank, celebrating a 10th anniversary with a sign language interpreter, viewed 638,000 times.
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Celebration of Self-expression: Contemporary ads are spotlighting individuals and their unique styles. For instance:
- "TISSOT | PRX 35mm – Off The Cuff Campaign (Cutdown)" features distinct Gen Z individuals, currently with 42 million views.
- Audi’s "Living Progress" campaign, now private, depicted Jorja Smith’s journey from barista to award-winning artist.
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Community-focused Storytelling: Ads have shifted from virtual to more intentional human connections:
- BMW’s "Father & Son. Freude forever" captures a father-son moment, with 6.3 million views.
- "Sisters (Nintendo Switch)" shows sisters bonding over gaming, seen by 352,000 viewers.
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Embracing Magic and Fantasy: Creative use of fantasy to capture viewer interest is evident in:
- Yugiohtae’s ad featuring dreamlike settings, with 23 million views.
- "PEDIGREE – Feed the good" tells a fantastical tale of a child’s bond with a rescue dog, having 15 million views.
- Partnering with Creators: Brands are increasingly collaborating with creators to connect with audiences:
- "The Haters Upset: AXE vs Tom Ford,” collaborated with sports influencers during March Madness and garnered 800,000 YouTube views.
- "The Shockingly Comfortable ABC Pant: Ft. Wayne Gretzky, DK Metcalf and Casey Neistat" by Lululemon, features well-known personalities, reaching 100,000 views.
Traditional advertising practices continue to be effective, starting with a strong hook, incorporating pop culture, using engaging music and humor. As new technologies evolve, brands will leverage YouTube to tell compelling stories, drawing on its unique platform features.
YouTube’s unique methodology involved analyzing thousands of high-performing campaigns to identify broader trends and practices. This analytical process managed to distill the vast array of content into essential insights, showcasing trends and methodologies that distinguish top-performing videos.
Overall, YouTube’s AI study aimed to provide a deeper understanding of stories that resonate with engaged audiences, examining hidden connections among global ads.
