Kylie Jenner has topped a list of the most viewed Halloween ads, according to research from AcuityAds.
This year spend topped $10bn, eclipsing the paltry $8.05bn spent last year. The bullish projection comes courtesy of the National Retail Federation, fresh from unveiling its 10 most-viewed video ads for the period, drawing together seasonal fare from top brands including Lego, Target and Zara.
10 most-viewed video ads from Halloween 2021
In first was Kendall Jenner with ‘A Nightmare On Elm Street’ to push her cosmetics brand.
Next was Spirit Halloween with ‘The Graveyard Shift.’
Claiming third place with ‘Wicked Fun’ was Pet Smart, which roped in some internet-friendly pets to don creepy costumes in pursuit of those all-important viewer metrics, racking up over 3m Instagram views for its trouble.
Next in line is big-box retailer Target, which hit the spot on Instagram with ‘Hyde & Eek,’ a short video following a witch stocking up on supplies at her local store.
Rounding out the top five with over 600k YouTube views is ‘Lego Star Wars,’ a themed universe of sets and parts modeled on a galaxy far, far away.
Moving down to the lower half of the table we see ‘Halloween Comes Alive’ by Goodwill, standing out from the pack with a thrifty DIY costume tutorial.
In seventh position, delicatessen Dietz & Watson unleashed ‘The Gabaghoul,’ a themed promotion for a set of protein-based snacks for trick or treating that promise to drain the color from your cheeks.
Zara, meanwhile, got into the spirit of things with its aptly-named ‘Halloween’ campaign, depicting a group of costumed children partying the night away in the company of a fiendishly good cake.
Bringing up the rear is Direct TV with ‘Quiet Please,’ a mash-up of a spooky horror film and Wimbledon, with a humorous take on the chaos that would unfold should a serial killer make an appearance at the event.
Freddie bookends the table again with ‘A Nightmare on Phyllis’ Street’ by Joann, the twisted tale of an unraveling seamstress who pulls out all the stops to win a neighborhood costume contest.
The Halloween top ten was informed by measurement data provided by AcuityAds, a targeted digital advertising company underpinned by machine learning, surfacing brand-driven videos that generated the most traction across top websites.
For more scares check out our monster mash-up of five Halloween ads to send a shiver down your spine.