Google has announced the winning agencies under the YouTube Ads Leaderboard for the period between January and July this year. The Leaderboard showcases the most creative ads that people choose to watch each month. Ads are determined by an algorithm that factors in paid views, organic views and audience retention (how much of a video people watched).
Cheil is the only Asian agency to make it in the list with its campaigns for Samsung Mobile (The Training, The Match part 2 and Multitasking). Moon-kyo Lee, Chile's creative director who did the "Galaxy 11: The Training" campaign for Samsung says, "Unlike most other campaigns that use top notch footballers, the Galaxy 11 campaign has created a new entertainment experience based on sci-fi, imagination, a football showdown against aliens. The Galaxy 11 Training Video allows fans to watch the heroic players' rigorous drill to save the planet, as well as to learn the features of Galaxy S, a secret weapon to further upgrade their skills and powers."
An official blogpost from the platform stated that "Agencies are continuing to push the boundaries of online video creation with longer ads and more engaging content."
In December last year, Google India came up with a list of top YouTube ads in 2013 in India according to the YouTube Ads Leaderboard, which ranks the "most engaging" commercial content that people have been watching on the platform. These campaigns included Dove Real Beauty Sketches, Lifebuoy Help a Child Reach 5, Kitkat Dancing Babies, Old Spice Mantastic Man, Evian Baby and Me, actor Kajol's reaction on Lifebuoy Help a Child Reach 5, the Ramesh and Suresh campaign for Cadbury 5 star, Sony Xperia Z, Samsung Galaxy S4 and Google Reunion Campaign.