These were the most popular YouTube spots in the second quarter
Every quarter, YouTube publishes its Ads Leaderboard, which highlights the most successful ads on the platform. The data for the second quarter of 2023 is now available.
For the evaluation, Google examines all Youtube ads placed in Switzerland and selects the top 5 brands in three different ad video lengths - bumper ads (6 seconds), short-form videos (10-30 seconds), and long-form videos (31 seconds or more). Rankings are determined by an algorithm that takes into account views, organic reach, audience engagement, clicks and sentiment.
In the second quarter of 2023, vertical videos prevailed in the Bumper Ads category. The vertical bumper ad has established itself as a very popular format in Switzerland because they work well on mobile devices. According to Scott Little, Video Lead & Agency Manager at Google Switzerland, there is a clear trend towards more vertical videos. Google gives relevant tips on video formats for Google Ads.
Furthermore, vertical videos also make sense because more and more YouTube shorts are produced and watched. These are played out exclusively in vertical format - and vertical advertising clips integrate particularly well here.
Among the short-format commercials, campaigns from Wingo and Mobiliar, which are also very well known offline, win, not least because of their humorous nature. Scott Little recommends that campaigns should be consistent across different (off- and online) channels so that the brand message can be reinforced cross-medially. Nevertheless Surprise moments must be present so that the advertising stands out.
In the long formats, the Uszit beer brand is in first place. An unconventional approach was taken for the campaign. The creator group Izzy created a clip presented by the beer brand. The clip takes up the topic of environmental protection in an entertaining and lively way, which fits the Uszit project of supporting the Swiss forest.
