Videos are an increasingly important part of the internet and consumers are increasingly attracted to them. The reproduction of these contents is no longer a matter only limited to internet access from the desktop. The improvement in data rates that operators offer their consumers for mobile internet rates and the fact that smartphones and tablets have become commonplace mean that Internet users are increasingly watching videos from their mobile devices. In general, the consumption of online videos has exploded . In the last year alone it has risen 43%, a very shocking figure surpassed only by the growth rate of mobile videos ( 400% in just two years). And as the consumption of videos has grown, so has the use that companies make of this content. One of the ways is to become producers themselves of that content and thus reach consumers. Another way is to use that content as a showcase for advertising that was previously shown on other media.

Pre-roll advertising has been around for years, but is now beginning to live into a certain golden age. And that’s despite the fact that consumers hate it bitterly and try to avoid it as much as possible. Internet users only see 1 in 5 video ads completely and only a measly 6% accept the ads that put them ahead and see that content patiently. The hatred for these types of ads is in the public domain and, therefore, it is even more interesting to know what consumers do see. In the long list of lists that have appeared in the heat of the end of the year, YouTube has published one with the 10 most viewed ads of all those that have appeared before the videos of the  China WhatsApp Number List   platform during 2014. The figures and the list are based solely on the data obtained during the broadcast of these advertisements as such . In other words, in order to introduce them into the lists, the effect they have had outside of their condition as advertisements has not imported (the reproductions that they have achieved without being an advertisement do not matter for this list). In the top ten there are several advertisements for Nike,

Budweiser or Duracell and their success and viewing allows several lessons to be established on what needs to be done to succeed as a video advertisement on the internet. Ads tell a story All these ads have a story behind them and are especially original. It is not only about selling the product and using the usual resources to do it or those that are already very seen or hackneyed. They are all surprising and they all have a story behind that supports it, which is often based on such basic criteria as establishing a beginning, middle and end (as when they teach writing at school). But they not only tell a story, they also do it in a way that is engaging. As the ad progresses, the content does not decline and continues to engage the consumer so that they do not abandon the viewing.

The viewer wants to know what comes next and thus endures as long as the ad demands. They are viral content Many of these videos are also included in the list of viral content of the year. It happens for example with the video of Always, the American feminine hygiene brand, which asked the characters in its video to do things ‘like a girl’. The video was neither a news item nor a position statement, rather it was an advertisement (of the last big advertising trend, yes, of empowerment of women ) and one that worked very well. People forgot it was an ad and started sharing it en masse. Made it viral. Everyone wanted to see it and everyone wanted to share it.

All the ads on the list have been able to use all the tools that confirm viral content very well. It is not that all video ads end up being video ads or have to end up being video ads, but rather that they have to know what works in virals to take advantage of it in that content. They were born for the internet And another of the great characteristics that all these videos have in common is that they were born for the Internet. These are not campaigns created for television and recycled for the network, nor are they versions of things made for other media. They have been created to work on the Internet and to capture the attention of Internet users. Their creative teams have thought about what Internet users want and have offered them just that. For this reason, they follow the guidelines of the language of the network and are not a version of what triumphs in other media or a transposition of what happens in them. Succeeding on the internet requires thinking for the internet.

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