The Best Performing YouTube Ads of 2024

As the curtain falls on 2024, YouTube has unveiled its top-performing ad campaigns of the year, showcasing how brands have embraced the platform’s unique creative freedoms to connect meaningfully with audiences. With the added insights from Google’s AI tool, Gemini, this year’s selection reveals an inspiring array of storytelling approaches that push the boundaries of traditional advertising.

One of the standout trends from this year’s top ads is the resurgence of long-form storytelling. Brands like Volvo and Louis Vuitton demonstrated the power of extended narratives. Volvo’s four-minute ad broke the mold with an emotionally charged exploration of safety features, while Louis Vuitton’s 11-minute conversation between its fashion director and actress Emma Stone garnered a 20% higher watch time than the industry average.

Interestingly, the flexibility of YouTube Shorts also played a significant role. Brands like Spanx and Apple achieved remarkable success with ads that extended beyond traditional short-form norms, blending the appeal of brevity with impactful storytelling. Gemini’s analysis revealed that over 44% of the top ads deviated from conventional 15-, 30-, or 60-second formats, underscoring YouTube’s versatility as a platform for creative experimentation.

Authenticity emerged as a cornerstone of effective advertising in 2024, particularly for Gen Z audiences. Many brands leveraged YouTube creators to build trust and foster genuine connections. According to Gemini, creator-driven ads often utilized interactive elements and lo-fi production styles, aligning seamlessly with organic YouTube content. These ads blurred the lines between entertainment and promotion, with 98% of viewers expressing greater trust in YouTube creators compared to influencers on other platforms.

For instance, Pepsi collaborated with cooking creator ArnieTex to engage barbecue enthusiasts, while Urban Decay’s partnership with beauty creators Kelly Strack and Ashley LaMarca boosted purchase intent by 3% and searches by 278%. By tapping into the credibility of creators, brands effectively expanded their reach and resonated with niche communities.

Campaigns that aligned with specific cultural passions also achieved notable success. Coca-Cola targeted K-pop enthusiasts, Sephora offered festival tips to Coachella attendees, and the NFL engaged The Sims’ devoted following. Sony’s collaboration with creators to promote the new Venom movie and McDonald’s anime venture further illustrated the potential of tapping into established fan bases.

The Paris Olympics served as another major advertising highlight, with brands like Omega and Nike crafting campaigns that celebrated athleticism while capturing the global spirit of the Games. KitchenAid’s innovative approach, turning a customer’s review into a song, exemplified how brands could creatively engage YouTube’s music-loving audience.

Visually driven storytelling, dynamic editing, and unconventional pacing were key trends among 2024’s top YouTube ads. These techniques allowed brands to craft distinctive narratives that captivated viewers. From Doritos’ fresh take on Shorts to Samsung’s visually striking campaigns, brands embraced YouTube’s creative freedom to deliver ads that felt less like traditional advertisements and more like compelling content.

Gemini’s analysis also highlighted the success of hybrid approaches blending long-form and short-form content. CeraVe’s Super Bowl campaign, which combined creator collaborations with studio-quality production, exemplified this trend. The campaign not only generated significant cultural buzz but also won multiple Cannes Lions awards, proving the effectiveness of such innovative strategies.