It is for this reason that YouTube decided to give the My YouTube Ad of the Year award, launched in partnership with the Campaign Media Awards, a novel twist: YouTube viewers would pick the winner.
First off, however, a panel of marketing clients, practitioners and journalists gathered to choose a shortlist of entries, from which YouTube viewers would make their choice.
Top of judges' minds was evidence of creativity and engagement in the 175 entries submitted to the competition. After all, brands are under even more pressure to entertain on YouTube, where watching ads is an active rather than a passive choice.
Entries included bespoke YouTube video ads as well as TV ads that have run on the channel. "We wanted to showcase the professionalism and creativity of long-form ad content as well as shorter executions that consumers can experience on YouTube," Bruce Daisley, YouTube's sales leader, said.
There was unanimity among the judges on many of the 28 shortlisted entries. The Pfizer "Get a prescription" video, for instance, was "very dramatic and uses the YouTube medium well, with a shock value that YouTube is so good at" one judge said. Judges also considered The Sun's spoof "4.0 viral" ad to be "mischievous and on target ... perfect for YouTube's audience".
The finalists were then promoted to YouTube viewers, who were invited to choose their favourite. "Embrace Life", a video from Sussex Safer Roads to promote seat belt-wearing, won hands down with viewers with three times as many votes as the nearest competitor. The marketer judges loved it too, one hailing it as "powerful stuff ... the most beautiful ad I've ever seen".
As YouTube becomes an increasingly fruitful place for advertisers and their brands, the pressure is on to create a new breed of creative ideas. The inaugural My YouTube Ad of the Year provides clear proof that this already happening.
THE JUDGES
Noelle McElhatton, editor (creative solutions), Campaign
Alix Pennycuick, creative director, Publicis Modem
Mark Simpson, marketing director, Ford of Great Britain
Steve Parker, managing director, MediaVest
Dominic Mills, editorial director, Haymarket Business Media
Jason Lonsdale, international planning director, Saatchi & Saatchi
Matthew Gerry, digital strategy director, Haymarket Business Media
Stuart Sullivan-Martin, chief strategy officer, MEC
George Nimeh, digital consultant and former head of digital, Iris Europe
THE WINNER - SUSSEX SAFER ROADS
Shortlisted
Old Spice
O2
Foster's
THE SHORTLIST
Arriva
Execution: Mukhtar's birthday
Credit: Kadaver
AT&T
Execution: AT&T (Amnesia Travel) winner in the 2010 MOFILM Barcelona
contest
Credit: Daniel & Fredrik Lundh
Canal+
Execution: Canal+ Closet
Credit: BETC Euro RSCG, Paris
Carlsberg
Execution: Carlsberg team talk
Credit: Saatchi & Saatchi
Comparethemarket.com
Execution: Launch ad
Credit: VCCP
European Golf Tour
Execution: Gong
Credit: Saatchi & Saatchi
The Expendables
Execution: The Expendables YouTube page takeover
Credit: The Visionaire Group
Foster's
Execution: Good call!
Credit: Adam & Eve
Hi-Tec
Execution: Liquid mountaineering
Credit: CCCP (Amsterdam)
Home Office
Execution: Street dares
Credit: VCCP
John Lewis
Execution: Never knowingly undersold
Credit: Adam & Eve
Johnnie Walker
Execution: The man who walked around the world
Credit: Bartle Bogle Hegarty
Nike
Execution: Write the future
Credit: W&K Amsterdam
Nokia N8
Execution: Dot.mov
Credit: W&K London
O2
Execution: Priority (Gorillaz)
Credit: VCCP
Old Spice
Execution: The best your man could smell like
Credit: W&K Portland
Pfizer
Execution: Get real, get a prescription
Credit: Langland
Philips
Execution: Parallel lines
Credit: DDB
Samsung
Execution: Extreme Sheep LED
Credit: The Viral Factory
Shelter
Execution: House of cards
Credit: Leo Burnett London
Sony
Execution: Get a job on Pocket TV
Credit: Iris
Strongbow (Bankers)
Execution: Strongbow Bankers Honours
Credit: St Luke's
The Sun
Execution: 4.0 viral
Credit: Glue Isobar
Sussex Safer Roads
Execution: Embrace life - always wear your seat belt
Credit: Daniel Cox (writer and director); Sarah Alexander (producer)
Tipp-Ex
Execution: Hunter shoots a bear
Credit: Buzzman (Paris)
Visit Sweden
Execution: Dave goes to Skane
Credit: Glue Isobar
WaterAid
Execution: Poo viral
Credit: Kitcatt Nohr Alexander Shaw
Xbox 360
Execution: Alpine legend
Credit: AKQA