YouTube's agency rankings are determined by how many times an
agency's video ads -- only videos that have run as ads on YouTube
are counted -- made YouTube's monthly ads leaderboard in 2013. That
leaderboard evaluates the ads according to how many paid and
non-paid views they received as well as how much of a video people
watched.
YouTube may have a science to ranking the agencies, but how the
agencies' videos merited their ranking is a squishy mix of art and
commerce.
"You cannot make a video viral. Anyone who says they can is
lying. The best you can do is improve the odds," said OMD chief
digital officer Ben Winkler. In the Omnicom agency's case,
To better its clients' chances of attracting eyeballs, the
Omnicom agency usually buys two to three million paid views.
"Anything less may not catch fire. More than that, you're paying
for views you might be getting otherwise through earned, and it's
not worth the extra expense," Mr. Winkler said.
However "no amount of media strategy can make a terrible video
go viral," Mr. Winkler said.
On the other hand, a good video may not need that many ad
dollars to take hold. In the case of a Pepsi Max spot starring
Nascar driver Jeff Gordon, OMD was able to dial back the buy
because it caught on quickly. "We ended up spending only half the
budget," Mr. Winkler said.
"We don't buy that much paid media for these clients, but we're
digging into how stuff is available when people go looking for it,"
said Mark Fitzloff, global executive creative director at Wieden
& Kennedy. The agency has found a significant number of views
taking place outside of YouTube through YouTube videos embedded on
social networks and other sites.
For all the distribution levers being pulled, the content of the
video ads that work online isn't that different from their TV
counterparts. Many times they are one and the same. "Most of the
stuff on [YouTube's list] was launched on broadcast [television],"
said Mr. Fitzloff.
But those spots are held to a higher standard when they're
pushed online. Not only can people often opt to skip a YouTube ad
after five seconds, but they can also elect to not share it with
others, limiting its reach to however many views a brand is willing
to buy.
"You can get millions to watch a video, but you can't force them
to like it. If the only goal is to get people to see an ad, that's
what television is for," Mr. Winkler said.
Heat