The latest YouTube Ads Leaderboard for Switzerland is here

Scott Little of the Google Business team in Zurich commented on the results of the analysis of the most popular YouTube ads in Switzerland in the third quarter of 2023, which revealed three important insights. Every quarter, the YouTube Ads Leaderboard recognizes the most popular ads on YouTube in Switzerland in three categories.

For this evaluation, all YouTube ads placed in Switzerland are analyzed by Google, and the top 5 brands are awarded in three different ad video lengths: Bumper Ads (6 seconds), Short-Form Videos (10-30 seconds) and Long-Form Videos (31 seconds and above). The rankings are created using an algorithm that takes into account factors such as views, organic reach, audience engagement, clicks and sentiment.

The winning ads per category follow, and then Scott Little's anaylse with three insights.

In the bumper ads, Dosenbach came out on top, followed by a Migros creation and Decathlon. Significantly, both Dosenbach's and Decathlon's spots, which focused on the start of school after the summer vacations, made it to the top of the podium.

CH Bumper Ads (0-6 seconds) - Rank 1: Doesenbach!

CH Bumper Ads (0-6 seconds) - Rank 2: Migros

CH Bumper Ads (0-6 seconds) - Rank 3: Decathlon

CH Bumper Ads (0-6 seconds) - Rank 4: Credit Suisse

CH Bumper Ads (0-6 seconds) - Rank 5: Pepsi

In the short-form videos, three service providers made it into the top 5: Smile Versicherungen, Credit Suisse and Wingo.

CH Top Short-Form Videos (10-30 seconds) - Rank 1: melectronics

CH Top Short-Form Videos (10-30 seconds) - Rank 2: Smile Insurance

CH Top Short-Form Videos (10-30 seconds) - Rank 3: Migros

CH Top Short-Form Videos (10-30 seconds) - Rank 4: Credit Suisse

CH Top Short-Form Videos (10-30 seconds) - Rank 5: Wingo

In the long-form videos, no industry or genre stood out in particular. The winner is Suva with Izzy and a story about football.

CH Top Long-Form Videos (from 31 seconds) - Rank 1: Izzy/Suva

CH Top Long-Form Videos (from 31 seconds) - Rank 2: American Express

CH Top long-form videos (31 seconds or more) - Rank 3: Galaxus

CH Top Long-Form Videos (from 31 seconds) - Rank 4: Helvetia

CH Top Long-Form Videos (from 31 seconds) - Rank 5: Swisscom

The first insight is that YouTube is used on all devices, including smartphones, tablets, PCs and "Connected TV". Therefore, advertising clips are played on all these devices. In general, depending on the target group, the smartphone has the largest reach, but "Connected TV" is seeing the strongest growth in usage. As early as the fourth quarter of 2022, 2.5 million people in Switzerland were watching YouTube on big screens. The successful campaigns in the evaluation were therefore convincing on all devices.

The second finding is the importance of efficient planning. Winning campaigns achieve high reach. The Range Planner can help estimate what reach can be achieved depending on the target group and advertising format. A successful campaign requires careful coordination of marketing goals, target group, advertising format and advertising video.

The third finding concerns relevant topics and creativity. Brands such as Dosenbach and Decathlon successfully addressed the topic of "back to school" in the third quarter, which is of great importance to their target groups. Melectronics and Wingo, on the other hand, draw attention to current offers. In the "Long Form" category, Suva, in collaboration with the Creator team from Izzy Projects (who were already at the top of the leaderboard in the previous quarter), achieved first place. Galaxus, a permanent fixture on the leaderboard, and Swisscom also made the top five. These campaigns stand out for their particular humor.

For tips and inspiration on how to create successful YouTube ad clips with humor and other approaches, you can find more information at the corresponding page.