Youtube Ads Leaderboard: Brack and Digitec lead the field

Google Switzerland has analyzed all YouTube ads placed in Switzerland in the third quarter of 2024 and selected the top 5 brands in three different ad video lengths - "Super Short Ads" (up to 15 seconds), "Short Ads" (16-30 seconds) and "Long Ads" (more than 30 seconds). The individual ad rankings are determined by an algorithm that takes views, organic reach, viewer engagement, clicks and sentiment into account.

"Super Short Ads" (up to and including 15 seconds)

First place: Brack with "BRACK x Apple Battery 16×9"

Second place: Wingo with "Wingo Internet Start"

Third place: McDonald's Switzerland with "Families at McDonald's 9:16"

Fourth place: Merz Pharma (Schweiz) AG with "Pain in the fingernail or toenail?"

The video has not been approved by the advertising client for embedding on other websites, can be watched here directly on Youtube.

Fifth place: Swatch with "Colors of Joy"

"Short Ads" (16 to 30 seconds)

First place: Digitec with "Say it better on digitec.ch - Babyphone"

Second place: Bank Cler with "Zak. The free banking app perfect for your summer."

Third place: Apfelkiste with "Why Apfelkiste.ch?"

Fourth place: Raiffeisen with "Image Hero Display D 20Sec 16:9"

Fifth place: Plenty with "Plenty household wipes - now also compostable"

"Long Ads" (more than 30 seconds)

First place: Digitec with "Say it better on digitec.ch - On the train"

Second place: Samsung Switzerland with "Galaxy Z Flip6: AI Grandmaster | Samsung"

Third place: Institute for Management Development IMD with "IMD Executive Education"

Fourth place: Swissmilk with "Video farm portrait of the Appenzeller family from Pfäffikon | Vom Milchbuur"

Fifth place: Swiss farmers with "Eli Simic drives tractor"

YouTube comments on the ranking

Scott Little, Video Lead and Agency Manager at Google Switzerland, is quoted in a press release as follows: "YouTube occupies a unique position in the Swiss media landscape. The platform not only offers an immense variety of content, from short clips to multi-hour films, live streams and music videos, but is also available on almost all end devices (i.e. smartphones, tablets, computers, the number of YouTube views is currently growing fastest on Connected TV). This enables enormous flexibility and reach. YouTube is therefore a central point of contact for entertainment, information and education.

This is reflected in the current Q3 Youtube Ads Leaderboard Switzerland, in which a wide range of industries are represented with entertaining, informative and educational videos. Perennial favorite Digitec Galaxus even ranks first in two categories.

AI is playing an increasingly important role in YouTube advertising campaigns, using various signals (such as time of day, device used, how many ads have already been seen and, above all, the defined campaign objective) to optimize the efficiency of campaigns (the right user, at the right time, on the right device).

From an AI perspective, it is exciting to see an example from a completely different field, agriculture - Eli Simic driving a tractor. This commercial is about increasing efficiency, and here too, humans have to set the goals so that the tractor can perform the relevant tasks."