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.
|READ MORE: How to create winning six-second YouTube ads|
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:
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
Creative agency: Leo Burnett Korea
Media agency: Slate & Air
Creative agency: Dentsu
Media agency: Dentsu
Creative agency: Daiko
Media agency: Hakuhodo DY
Creative agency: Mullen Lintas
Media agency: Interactive Avenues
Creative agency: The Works
Media agency: Amobee
Creative agency: Hakuhodo
Media agency: Hakuhodo