YouTube reveals ‘bumper’ ads leaderboard

YouTube today released its first ever leaderboard for so-called ‘bumper’ ads, with Asia-Pacific populating almost half the list of six-second spots.

Following the video platform’s decision to scrap 30-second ads, Google said more and more brands are turning to the six-second format, with a 70 percent increase in purchases from Q1 to Q2 2017.

Asia-Pacific took nine of the 20 slots in the leaderboard, with three entries apiece from India and Japan, two from Korea and one from Australia. Only the US had more individual entries than India or Japan, with five.

According to internal YouTube data, almost a third of large advertisers are buying six-second bumper ads, and they account for one-in-six in-stream impressions on the platform.

See below for the top APAC ads: 

Samsung, India

Creative agency: Cheil
Media agency: Cheil
Ranjivjit Singh, chief marketing officer of Samsung India, said the bumper “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.”

Mom’s Touch, Korea

Creative agency: W Camp
Media agency: W Camp
The six-second bumper was “very intuitive and impactful”, said Sujin Myeong, marketing manager at Mom’s Touch. The ‘impression only’ metric allowed the brand to compare media effectiveness across multiple ads.

Good Knight, India

Creative agency: JWT India
Media agency: Mindshare Worldwide

Coca-Cola, Korea

Creative agency: Leo Burnett Korea
Media agency: Slate & Air

Coolish, Japan

Creative agency: Dentsu
Media agency: Dentsu

Glico, Japan

Creative agency: Daiko
Media agency: Hakuhodo DY

Gionee, India

Creative agency: Mullen Lintas
Media agency: Interactive Avenues

Optus, Australia

Creative agency: The Works
Media agency: Amobee

Suntory, Japan

Creative agency: Hakuhodo
Media agency: Hakuhodo