While many pre-roll advertisements are skipped by YouTube users hoping to quickly get to the content they originally searched for, some are viewed in their entirety and even specifically sought out by YouTube searchers.
In celebration of the 2014 Cannes International Festival of Creativity - often known as the Oscars of the ad world - YouTube released a list of their 10 most viewed advertisements since the 2013 Cannes Festival.
'If Cannes is the critics' choice, we like to think the Leaderboard is the fan's choice - based on their actual viewing and sharing behavior,' says Tara Walpert Levy, Managing Director of Ads Marketing at Google.
'All of these ads feel like great content that people want to watch, comment on, and share with friends, not commercials. These videos resonated globally because they each demonstrate clear brand purposes, using great storytelling to move their audience.'
The ads received a total of 620 million views and 924 million minutes watched. They covered topics ranging from sports to love to misogyny and many feature global celebrities. YouTube executives said many of the ads were successful because they tell captivating stories and blur the lines between content and advertising.
The winners were determined based on the number of paid views (unskipped pre-rolls), organic views and how long viewers watched.
Here are the top 5:
1. Turkish Airlines 'Kobe vs. Messi: The Selfie' by Crispin Porter + Bogusky
Turkish Airlines takes viewers around the globe as basketball star Kobe Bryant takes on soccer great Lionel Messi in a war of selfies. The tagline 'Widen Your World' is used to promote the number of available destinations from Turkish Airlines.
'Selfies were the perfect vehicle because they are pictures of ourselves in a place and a moment in time that we are so excited to be in that we just have to share it,' said Genevieve Sexton, business director for Crispin Porter + Bogsky.
Turkish Airlines Kobe vs. Messi: Legends on Board came in second on the same list in 2013. Kobe vs. Messi: The Selfie amassed more than 137 million views.
2. YouTube 'YouTube Rewind: What does 2013 say?' by Portal-A
YouTube came in second on its own list with an ad for itself. The video is an annual creation featuring culturally defining YouTube moments from the previous year. Popular YouTube personalities paid homage to the Harlem Shake, Ylvis and fox noises and Kid President among other viral YouTube phenoms.
3. WREN 'First Kiss' directed by Tatia Pilieva
This video from clothing designer WREN went viral - wracking up more than 24 million views in its first 48 hours - by making viewers and participants uncomfortable. Creators asked complete strangers of all ages, orientations and nationalities to kiss for the first time.
4. Volvo Trucks 'The Epic Split featuring Van Damme' by Forsman & Bodenfors
This product demo from Volvo was predicted to do well at the 2014 Cannes festival by agencies across the board. Jean-Claude Van Damme performs his famous split between two reversing Volvo trucks in a captivating yet simple video advertisement.
5. Budweiser 'Superbowl XLVIII commercial - Puppy Love' by Anomaly
Budweiser went for adorable with this video featuring the famous Clydesdale horses and a playful puppy. The ad aired during the Superbowl and won USA TODAY's annula Ad Meter contest. It went on to earn more than 50 million YouTube views.
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