In YouTube's first full year of operation in the country, Pakistani advertisers took full advantage of YouTube's creative canvas to engage consumers in unconventional ways: Ads that entertain and take their time: Long-form ads dominate the list as brands use YouTube's flexible TrueView ad format to focus on telling compelling stories. Lights, camera, music! Coke, Cornetto, Lifebuoy and Pepsi's music videos are best enjoyed on YouTube, where 95% of ads are played with sound on. Seizing meaningful moments: Surf Excel and Sunsilk told stories around aspirational and seasonal moments that viewers relate to.
