Google has recently released its YouTube Ads Leaderboard for the 12 months between July 2016 and August 2017, or this year’s and last year’s Spikes Asia festival. 

The list represents the Top 10 ads on YouTube in the Asia-Pacific that resonated most with audiences across the region through a combination of popularity and promotion, of which four came from Vietnam.

Vinamilk, in top spot, remade the most popular tune in the country from 2015, using up-and-coming singer Le Manh Quynh. 

This, combined with the classic theme of a daughter clashing with her mother-in-law, plus creative, relatable lyrics made the ad both entertaining and irresistibly catchy.

Southeast Asia has emerged as a powerhouse of video creativity and audience engagement, with seven out of the Top 10 ads coming from Vietnam (four), Thailand (two) and the Philippines (one).

Brands in Southeast Asia have embraced online video and have given their ads a distinctly local flavor, with two of the ads from Vietnam having a Tet theme, showing the rewards that brands can reap by tapping into national celebrations, as long as they share something that’s a good cultural fit.

Spikes Asia is a time for celebrating the creativity of brands and agencies across the region and this list shines a spotlight on Asia-Pacific brands that have made ads so compelling that consumers have chosen to watch them - sometimes millions of times - during the last 12 months.

The YouTube Ads Leaderboard showcases the most creative ads that people choose to watch. 

Ads are determined by an algorithm that factors in watch time, paid views, organic views, and audience retention.

VN Economic Times