YouTube ranks the 20 best 6-second ads in the world – with Asia taking 8 spots

Google has released its first list of global rankings for YouTube advertisements lasting no longer than six seconds.

Dubbed ‘bumper’ ads, the videos were ranked based on an algorithm calculating their organic views, click-throughs and user creative ratings.

Eight out of 20 of the ads have sprung from Asia, with three coming from Japan – the home of short-form poetry format, the haiku. A further three came from India and two from Korea. The only country with more entries than either Japan or India was the United States, with five.

YouTube recently announced plans to kill off its 30-second unskippable ad format in an attempt to compete with other video platforms including Facebook. Following this, the bumper ad format saw a sudden surge in popularity among advertisers, growing by 70 per cent between Q1 and Q this year, according to Google.

Below are the top Asian ads that made a “short and sweet splash with their target audiences”, according to YouTube.

Samsung #GalaxyS8Plus, India

“The six second edit helped us deliver the core message “Unbox your phone” in the shortest possible time,” said Samsung’s chief marketing officer for India, Ranjivjit​ ​Singh.

Mom’s​ ​Touch​, Korea

The chicken burger chain’s CMO Sujin​ ​Myeong said the ad’s “simple impression-only” metric also helped  the company compare media effectiveness among a number of digital ads.

Gionee ‘Selfiestan’ India

“We decided Bumpers were the perfect reminder,” said brand marketing director Nomit Joshi. “If your message can be delivered in 6 seconds then, why not?”

Good Knight Activ+, India

Coca-Cola ‘Mini Maid Sparkling Drink’, Korea

Coolish ‘Short Movie’, Japan 

Sunao, Japan

Suntory, Japan


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