YouTube’s Cannes Lions predictions
Before the days of Cannes Lions 2019, YouTube shared the Cannes 2019 YouTube Ads Leaderboard, which includes the most popular ads of the last 12 months on the platform. The list featured the most popular ads on YouTube in 12 months since last year's festival.
The length of the content in the list, which is determined by criteria such as views, watches, paid view and earned view, shows the increase in interest in long content among YouTube users. Because the average time of the ads in the list is 1 minute 46 seconds, the audience often exceeds the five-second threshold. YouTube says the statistics indicate that brands need to work long and hard to develop stories that audiences won't lose interest in.