Welcome to YouTube AdWars: Battle of the Brands! Get ready for an epic showdown where we take a deep dive into the world of YouTube advertising. In each edition, we’ll pick a hot industry, select top brands, and put their ads through the ultimate test on our junbi platform. Who will rise to the top and claim the crown for the best YouTube ad? Buckle up and join us for the thrills, spills, and fierce competition!

Now that we know how these ads will be ranked, let's unravel our inaugural industry target drum roll, please… the crème de la crème of convenience and cravings: Food Delivery Brands! Who doesn’t get the munchies while binge-watching on YouTube? These ads have the power to sway your next takeout decision. So, as we indulge in these appetizing ads that tantalize our taste buds, let’s discover which ones truly excel at grabbing your attention and making you hit that “order now” button!

Let The Game Begin…

Before we reveal the top contender, take a moment to reflect on their YouTube ads. Which one do you think stands out the most? Rank them from 1 to 4 in your mind—where 1 is the standout champion. Consider which advertisement grabs your attention and shines the brightest. Then, see if your picks align with our final rankings!

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Contestant 1: Zomato 

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Contestant 2: Glovo

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Contestant 3: DoorDash

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Contestant 4: Uber Eats

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Great content from all but who truly nailed the psychology of YouTube advertising? Are you ready with your results? Let’s compare them to what junbi.ai predicted! 

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Contestant 1: Zomato 

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This concise ad scored 62 overall, which means that it outperformed 62% of YouTube ads. It falls in the green zone, but it’s at the lower end. This suggests that small adjustments could significantly boost the score and with that, its performance. To pinpoint what could be improved, let’s dive into the individual predictors and see where tweaks can make a big difference. 

Zomato’s ad scored 55 in Ad Breakthrough. Let’s break down the graph to see how Zomato can improve. The purple line tracks the ad’s breakthrough score’s performance every millisecond. At 00:01.91, the score dips and recovers at 00:02.87, then plateaus before dropping again at 00:04.55. After 00:04, the ad struggles to hold attention.

With the problem identified, the next step is for the creative team to tweak the ad, keeping their brand in mind. Need ideas? junbi’s knowledge base offers tips, for example, in this case, Zomato could experiment with maintaining a clear focus point in the middle of the ad and using larger text at the end. 

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‍Zomato excelled in Brand Attention, scoring in the 87th percentile. They struck the right balance by consistently showing their brand name without overwhelming viewers. The yellow line on the graph shows how brand attention steadily increased as the ad progressed. However, there's always room for improvement. Zomato could have enhanced their brand attention by featuring their brand name more prominently within the first 5 seconds. The graph shows that brand attention was nearly nonexistent during this critical period, highlighting an opportunity for greater impact.

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However, their Cognitive Ease score came in at the 25th percentile, which needs improvement. The blue line highlights what worked and what didn’t. From 00:02.87 to 00:04.55 and from 00:05 seconds onward, the score improved due to fewer scene changes, helping viewers process the ad more easily. Zomato could experiment with fewer scene changes overall and a less cluttered design to help the viewers process the ad more easily.

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Contestant 2: Glovo

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Glovo achieved an overall score of 68, narrowly surpassing Zomato. Let’s dive into what worked and what didn’t in their ad.

Glovo’s standout performance came in Ad Breakthrough with a score of 72. The purple line on the graph reveals that while the ad’s beginning wasn’t highly engaging, it gained momentum by mid-way through. They successfully used faces and contrast, which are effective techniques for grabbing attention.

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Glovo also performed well in Brand Attention with a solid score of 69. The yellow line on the graph demonstrates their effective strategy of showcasing their brand name at the start, middle, and end of the ad.

While they did a great job with high contrast and a larger font at the end to enhance brand visibility, there’s room for improvement. In the middle of the ad, the brand name competed for attention with human faces, which might have shifted focus away from the brand. Keeping a high contrast throughout and maintaining brand prominence without competing visuals could further boost their Brand Attention.

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Glovo's Cognitive Ease score was the lowest at 34. In just a 6-second ad, they packed in four scene changes, which fragmented viewer attention and made the ad harder to process. Additionally, the ad’s vibrant colors and busy visuals added to the complexity, slowing down viewers' ability to understand the content. Simplifying the ad and reducing scene changes could make it easier for viewers to grasp the message. 

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Contestant 3: DoorDash

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DoorDash had the lowest overall score of 50. Let's dig into what went wrong with their ad.

Despite this, they excelled in Ad Breakthrough with an impressive score of 83. Their clear text and eye-catching visuals effectively held viewers’ attention and minimized distractions. So, the issue likely lies elsewhere in the ad.

DoorDash’s Brand Attention score was 56. The graph shows they featured their brand name at the start and end of the ad, but it could have been more prominent. The AOI (Area of Interest) box, which is displayed in the video around the brand name with a percentage, reveals that the brand name received only 10% of the viewers' attention at the beginning and again at the end. This low percentage suggests the brand name wasn’t effectively highlighted, making it less memorable, especially for first-time viewers. To improve, DoorDash should consider making the brand name larger and more focused throughout the ad.

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Finally, DoorDash scored poorly in Cognitive Ease, landing in the 9th percentile. The ad was overloaded with rapid scene changes and cluttered visuals, which made it hard for viewers to process and understand. To improve, DoorDash should simplify the ad by reducing abrupt scene changes and creating a clearer focus point. This will help viewers grasp the message more easily and make the ad more effective.

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Contestant 4: Uber Eats

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They clinched a well-earned victory with a stellar overall score of 88. Now, let’s break down their ad performance.

In Ad Breakthrough, they scored in the 78th percentile. The purple line on the graph shows some ups and downs, but the peaks indicate that viewers were engaged and focused on the ad. They achieved this by incorporating faces and a clear focal point. However, there’s still room for improvement. The Uber Eats creative team could explore adding more contextual contrast to enhance the score further. Experimenting with these adjustments and getting them junbi-approved could make a big difference.

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Uber Eats scored 71 on Brand Attention, thanks to their smart use of the primacy and recency effects by featuring their brand name at the start and end of the ad. The yellow line on the graph shows this well. However, the brand wasn’t visible in other parts of the ad, which led to a drop in brand attention. To boost this score, Uber Eats could make simple adjustments like displaying their brand more consistently throughout the ad and ensuring it has enough contrast, especially at the beginning.

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For Cognitive Ease, they scored 67. This could be improved by reducing the number of scene changes, as the ad had quite a few. A simpler, more focused ad often makes a stronger impression and is easier to remember.

Who Takes the Trophy?

Here are the rankings:

• Uber Eats: Overall score 88
• Glovo: Overall score 68
• Zomato: Overall score 62
• DoorDash: Overall score 50

Congrats to Uber Eats for winning the Battle of the Brands - Food Delivery Edition! They led the pack with a standout performance. The other ads were creative but missed out on some easily fixable points that could have been optimized with junbi.ai.

Don’t miss your chance to be the brand that turns heads! See you in the next Battle. Until then, get creative and get junbi-approved!