Creative strategy in viral advertising: Youtube ads leaderboard selection

Companies uses new and traditional communication environments with different methods and applications to reach its target audience, try to show their assets visually and audibly in each area and implement effective marketing strategies to reach a wide audience on an international scale. It is seen that conscious consumers act more selectively nowadays. The direct use of products in advertised advertisements does not attract the attention of the consumer and positions itself to be a conscious audience. From this point of view, it is seen that firms' advertising marketing strategies are to present their products / services in the most accurate way by influencing conscious consumers. Creative advertising campaigns designed to influence the changing and developing societies are being developed by applying to different strategies over time. The advertising industry is developing different marketing and advertising strategies, taking into account all these global changes and consumer changes. In this context, 'viral advertising', which creativity does not know boundaries, is frequently preferred by companies and it is evaluated as a type of advertisement where creative examples can be frequently created at the same time that it can catch the chance to appeal to massive masses. Viral advertisements, which are the most frequently used video format, are published especially on internet sites, allowing the advertisement to spread like a virus rapidly. The use of viral advertising in the world is based on 1994 years, and it is seen that this advertising route has been used in Turkey since 2008. Viral advertising, which is spreading rapidly on the internet and one of the most important communication tools, plays an effective role in increasing brand awareness of companies. In this context, 30 advertising films selected by the Advertisers Association at the "YouTube Ads LeaderBoard" of Crystal Apple Advertisement Awards between 2014, 2015 and 2016, where successful and creative work of individuals and institutions in the advertising sector has been awarded since 1989, are examined. In this regard, it was aimed to determine whether the selected advertisements had creative content, to evaluate Ronald Taylor's creative advertisement creation strategy and how many of them had entered the creative viral advertising category. Thus, when promoting companies' products, the preference rates of viral advertisements spreading like viruses will be determined according to Taylor's viewpoint of creativity.