With just 144 days left to the first kick-off of the 2014 FIFA World Cup, brands will need to get their skates on to ensure they get to play their part in what may be the biggest video advertising opportunity ever. Of course, many already are beginning to capitalize on the hype surrounding the event. In Brazil, 6 out the 10 most viewed video ads last month featured, or were directly related to, soccer content – that’s 167,191,279 out of a total 181,189,974 views. Granted, the #1 ad generated 135,912,266 of those views in December 2013, but if any advertiser is in doubt about just how much of an appetite there is for football, the fact that it is already dominating the Brazilian Leaderboard should give an indication.
Yes, Brazil is holding the World Cup this year, so you’d expect the results to be skewed in football’s favour but this is no fluke. We’re going to see a definite increase in video advertising that includes, or alludes to, soccer during the next 6 months and many of the most shared and talked about viral videos are going to include a reference to it.
As a soccer/football fan of many years standing I am nearly delirious with excitement at the very thought. If you’re not in that category, I can’t imagine how you are going to escape the hype. Anyway, let’s take a look at the most viewed video ads in Brazil last month:
Top Ten Ads on YouTube for December 2013: Brazil
#1. Kobe vs Messi: The Selfie Shootout – Turkish Airlines
(Creative Agencies: Criativa: Crispin Porter + Bogusky, Starcom) 135,912,266 Views
#2. GALAXY11: The Beginning – Samsung
(Creative Agencies: R/GA & Cheil Worldwide, Starcom) 12,290,670 Views
#3. So Viral It’s Scary – Men can’t multitask #LGUltraWide
(Creative Agencies: SuperHeroes Amsterdam / Hobby Film, LG CNS) 5,949,138 Views
#4. Nike – Ouse Ser Brasileiro – Ninguém Joga como a Gente
(Creative Agency: Wieden+ Kennedy SP) 5,289,315 Views
#5. adidas Futebol – Brazuca, a bola da Copa do Mundo – domine ou seja dominado
(Creative Agencies: TBWA\Chiat\Day Los Angeles, ID Digital) 5,278,193 Views
#6. VISA. Todos são bem-vindos.
(Creative Agency: Almap) 4,599,082 Views
#7. Punto Blackmotion – “A voltinha” – Fiat
(Creative Agency: Sunset Comunicação) 4,143,653 Views
#8. Itaú – Grande Transformação
(Creative Agency: África) 3,821,753 Views
#9. Ir de bike desde cedo #issomudaomundo – Itaú
(Creative Agency: África) 3,724,151Views
#10. MENTOS – Surpreenda seu dia
(Creative Agencies: Banco de Eventos, Social Agency) 901,753 Views
The YouTube Ads Leaderboard for December 2013 is determined by organic views, paid views and audience retention. All view counts are from December 2013.