TOP OF THE TUBE
YouTube’s most watched ads in Saudi and UAE.
UAE
Web series were anticipated in the UAE, particularly in the beauty sector. Maybelline, Benefit and Make Up Forever raised the bar with episodes that displayed high organic rates across complete series. These campaigns ranged from expert how-to tutorials throughout the year to Ramadan campaigns that featured top content creators from around the region.
Outside the realm of lipstick and mascara, ads that struck a chord with parents added to a sense of community. Fine Baby and Johnson’s featured successful ads that spoke to mums in MENA, while Nido did the same for fathers.
Ads that displayed nationalistic pride resonated strongly with audiences in the UAE in 2018. Etihad Airways and Expo 2020 both accomplished this with a futuristic twist, featuring Sophia the Robot and showcasing innovative features in Dubai, respectively.
TOP 10 UAE ADS IN 2018 (IN NO PARTICULAR ORDER)
1. iPhone X - Apple 2. Baby Wipes - Johnson’s Baby Middle East 3. Khaltet Beeba Show x Dr Kholoud - MakeUp Forever 4. Helwet Ramadan Series - Make Up Forever 5. Makyaj Wa Banat Series - Maybelline NY Middle East 6. Sophia the Robot Experiences Abu Dhabi - Etihad Airways 7. Mother’s Touch Lotion - Fine Baby 8. Noor Stars Boxing Gloves Makeup Challenge - Benefit Cosmetics 9. How Similar Are You To Your Child? - Nido Arabia 10. Experience Innovation - Expo 2020 Dubai
SAUDI ARABIA
Nationalism was a common thread in top ads in Saudi Arabia as well last year, particularly with campaigns that supported the national team during the World Cup in Russia. Football fans use YouTube to interact and display fandom, with 74 per cent of people in Saudi Arabia expressing an interest in football. Ads that cleverly resonated with people’s deep love of the game, such as those by STC and Saudia, were very well received in 2018.
Web series were as popular in Saudi Arabia as they were in the UAE, but across various industries. While beauty series by the likes of Make Up Forever were similarly binge watched, series dedicated to the auto industry also engaged audiences in Saudi. Three of the top 10 ads in Saudi last year came from Toyota Saudi Arabia, while one of the most popular web series was a continuation of Toyota ALJ’s funny animated series that won multiple regional awards, including the Lantern Award for best Ramadan Ad on YouTube.
TOP 10 ADS IN SAUDI ARABIA (IN NO PARTICULAR ORDER)
1. Khebayyes & Abu Herayyes - Toyota Service Saudi 2. Song of the Saudi Team in Russia - STC 3. #Batal_Batal Ramadan Ad - Mobily 4. A Song for World Cup 2018 - Saudia 5. Impossible to Get Lost with a Saudi - Toyota Saudi Arabia 6. Take Your Time With a Saudi - Toyota Saudi Arabia 7. Your Partner in Training is a Saudi - Toyota Saudi Arabia 8. Khaltet Beeba Show - Make Up Forever Middle East 9. Fight Hunger - HungerStation 10. Preparing for the Italy Game in the World Cup in Russia - Saudia
The YouTube Ads Leaderboard is determined by an algorithm that factors in metrics including views, watch time, shares, and audience retention (amount of video watched).