Government ads are taking over the local YouTube Ads Leaderboard in 2019, judging by the results of the first half of the year. The trend is a continuation of last year.
According to a Mumbrella report, 7 government-sponsored ads are on YouTube’s Top 10 Ad list — a signal that Singaporeans are watching.
Here are the ads that made it to the top 10 for the first half of 2019:
A heartwarming tale between a mother and her son, set in China and shot on the iPhone XS.
A throwback and celebration of the Merdeka Generation with personalities like Dick Lee and Rahimah Rahim.
Government Agency: Ministry of Communications and Information
The burning question of what happens to one’s CPF savings is answered in this informative video.
Government Agency: CPF Board
An emotional story about two brothers based on a Malay proverb, “Water doesn’t break apart when you chop it” – comparing the bond between siblings to water.
Government Agency: Public Utilities Board (PUB)
A showcase of naval divers, featuring Second Warrant Rice Lim, and the hellish training they undergo to protect the nation.
Government Agency: Ministry of Defence Singapore
Presenting Singtel’s new travel SIM card — and an adorable explainer video via animation for you to learn how it works.
A story close to every Singaporean kid’s heart, with the message that there are other tests in life besides test papers and exams.
A new policy that will replace streaming in secondary schools by 2024.
Government Agency: Ministry of Education
Mary Chongo- err, we mean Michelle Chong, channels her inner Marie Kondo to teach people the art of cleaning up after eating and uncluttering hawker centres.
Government Agency: National Environment Agency
There does not seem to be a particular bias against government ads, as the list shows, but audiences are watching for longer than ever.
The surprising statistic was determined by “an algorithm” that includes these factors:
Over 85% of Singaporeans visit YouTube monthly, and video ads have become a priority for brands as a result. Even discounting the ad-blockers, mobile users are less likely to disable ads.
Capturing viewer attention can be a tricky process, but emotional content seems to do well, and length does not matter as much as it used to. The top ad by Apple is a whopping 6 minutes long!
Another trend is that festive-themed content does well. Festive moods also tap into willingness to watch content crafted around occasions like Chinese New Year and Hari Raya.
The best-performing statutory board was the Ministry of Communications and Information (MCI) – under the name of Gov.SG or GovSingapore – with 2 videos on the list.
Soffy Hariyanti, who is the MCI’s director of campaigns and production, appears happy that two very different videos made it to the most-watched ads,
We are heartened that both videos, with their different styles and treatments, have been well-received by Singaporeans.
That government-led ads are reaching Singaporeans is a good sign that their content strategies are working.
What was your favourite government-sponsored ad? Let us know on Facebook or in the comments!
Featured image from YouTube.
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