Asia Pacific has topped Google's first ever "YouTube Ads Leaderboard: Bumper ads" edition, which features the top 20 six-second bumper ads that people chose to watch in 2017.
Nine out of 20 brands on the leaderboard were from the APAC region - three from Japan, three from India, two from South Korea and one from Australia. According to the press statement, the only country with more entries than Japan and India is the US, with five.
YouTube added that the rankings are a "great accomplishment" for Asia Pacific as nearly one-in-three large advertisers worldwide are buying six-second bumper ads, and one in six in-stream impressions on YouTube nowadays are six-second bumper ads.
The release of the leaderboard comes as brands are increasingly using short-form stories to boost their video marketing. Bumper ads were designed with mobile in mind, for shorter sessions when people are on the go on in a hurry. The ranking is determined by an algorithm that factors in organic views, click-throughs and user creative ratings.
YouTube added that it has seen a 70% increase in the number of customers buying a six-second bumper ad from Q1 2017 to Q2 2017.
Here are the rankings:
1. Samsung #GalaxyS8Plus #GalaxyS8 - Pre-book offer
Client: Samsung | Creative: Cheil | Media: Cheil | Country: India
“The six-second edit helped us deliver the core message 'Unbox your phone' in the shortest possible time. It helped us build reach among our audience with desired frequency for recall and consideration," Ranjivjit Singh, chief marketing officer, Samsung India, said. Sagar Prabhakar Mahabaleshwarkar, chief creative officer of Cheil added that the bumper ad compliments the long form ads.
2. Mom's Touch 2017 2017 맘스터치 불사치킨 광고 '양' ver 5초
Client: Mom's Touch | Creative: W Camp | Media: W Camp | Country: South Korea
3. Géramont Sommer Genuss Limited Edition
Client: Géramont | Country: Germany
4. Good Knight Activ+ - Complete Protection for your family
Client: Good Knight | Creative: JWT India | Media: Mindshare Worldwide | Country: India
5. Corona I Jump Splash
Client: Corona | Creative: Anomaly | Media: UM | Country: Canada
6. Coca-Cola - [미닛메이드] 미닛메이드 스파클링_마초편
Client: Coca-Cola | Creative: Leo Burnett Korea | Media: Slate & Air | Country: South Korea
7. Duracell l Slamtone
Client: Duracell | Creative: Wieden+Kennedy | Media: Spark Communications | Country: USA
8. Scholl - Semelles ActivGel™ Quotidien 6s
Client: Scholl | Creative: In-house | Media: In-house | Country: France
9. Club Social - BUDDIES BumperAd
Client: Club Social | Creative: FCB | Media: FCB | Country: Brazil
10. Coolish - 松坂桃李出演 CM ロッテ クーリッシュ 「クーリズム2017篇」SHORT MOVIE
Client: Coolish | Creative: Dentsu | Media: Dentsu | Country: Japan
11. Does Your Bed Do That? | $899 - 6 sec.
Client: Sleep Number | Creative: In house | Media: HMI | Country: USA
12. *Hefty® Party Cups - Office Party :06
Client: Hefty Party Cups | Creative: Havas | Media: Rise Interactive | Country: USA
13. ⑦ SUNAO「いつだって」篇（6秒）グリコ
Client: Glico | Creative: Daiko | Media: Hakuhodo DY Media Partners | Country: Japan
14. Nike Air VaporMax
Client: Nike | Creative: In house | Media: Mindshare Worldwide | Country: USA
15. Gionee Selfiestan A1 Pre Book 6 Sec Hinglish HD Airvision
Client: Gionee India | Creative: Mullen Lintas | Media: Interactive Avenues | Country: India
"After our successful launch campaign, the challenge was to sustain interest. We decided Bumpers were the perfect reminder. If your message can be delivered in 6 seconds then, why not?" Nomit Joshi, director of marketing, Gionee, said.
“Bumper ads are a great frequency building tool for any campaign. We were convinced that a short, sharp message can do wonders to build top of mind recall. Progressive brands like Gionee saw this trend and have raised the bar," Rahul Marwaha, executive vice president from Interactive Avenues, added.
16. Strawberry & Cream Pancakes
Client: IHOP | Creative: Campbell Ewald | Media: Initiative | Country: USA
17. Ever wondered what life is like at the speed of Bolt? - Teaser
Client: Optus | Creative: The Works | Media: Amobee | Country: Australia
“Our audience has an insanely short attention span, so the whole campaign had to be instantly engaging and dynamic. The quick cuts and animated world created the perfect canvas for short, snackable content. Our one piece of advice is to create the campaign firstly for the small screen, not the big screen," Kristie Thistlethwaite, creative project leader, Works, added.
18. サントリー緑茶 伊右衛門 特茶 『みんなの声 ＃私と特茶』篇 6秒 本木雅弘 サントリー
Client: Suntory | Creative: Hakuhodo | Media: Hakuhodo | Country: Japan
19. Para Tudo Casas Bahia | Smart Tv 49"
Client: Casas Bahia | Creative: Wunderman | Media: Wunderman | Country: Brazil
20. Dina Tokio Tube Makeup Teaser
Client: Revlon | Creative: In House | Media: Mediacom | Country: UK
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