These were the most popular YouTube advertising videos in Switzerland in 2022

Around 6.5 million people in Switzerland use YouTube every month, and 2.5 million of them already stream YouTube on the big screen via Connected TV. This makes YouTube an important platform for advertisers and agencies to communicate information and brand messages.

In the annual review "YouTube Ads Leaderboard" 2022, YouTube presents the top 5 advertising clips in Switzerland in each of three different categories. An algorithm that takes into account paid and organic views, audience engagement, clicks and sentiment determines the ranking.

"The winners of the YouTube Ads Leaderboard 2022 were primarily successful because they created campaigns that resonated very well with YouTube users in Switzerland. They used the possibility of using clips of different lengths very efficiently and creatively," says Scott Little, Video Lead & Agency Manager at Google Switzerland.

Ovomaltine, Omega and McOptic in the lead

With its 30-second spot "Ovo-Rocks: Straight Walking," Ovomaltine takes first place in the "Short Form" category of the most successful YouTube advertising videos in Switzerland in 2022. In the "Long Form" category, the watch brand Omega takes first place with its Christmas spot "A World of Enchantment", and in the short form spot category of "Bumper Ads", McOptic is right at the top of the podium with its "6-second spot from January 2022".

The Top 5 in the "Short Form" Category

1. Ovaltine - Ovo Rocks | Straight Hiking
2. Coop - The myth TSCH TSCH - Dragon
3. Nespresso - How far would you go for the unforgettable taste of a Nespresso coffee?
4. Kia Switzerland - New Kia Sportage
5. swype - Mobile. Just better.

"With short form videos (10 - 30 seconds), we see different approaches. It can be well worth it to have the courage to try something unconventional. Ovaltine won this category with humor, but with a campaign that is still clearly recognizable as "Ovo"," says Scott Little about this category.

The top 5 in the "Long Form" category

1. OMEGA - A World of Enchantment
2. Swissmilk - Sprinter William Reais has to go to CrossFit training | Sportswitch
3. Dosenbach - How to sell shoes online (cheap)
4. L'Oréal Paris Switzerland - BR39888 LOR2205 OAP HC ELSEVE COLOR VIVE
5. Galaxus - Flank into the desert

"In the long-form category (31 seconds or more), you have the opportunity to tell a "longer story." Omega won this category with a very nicely balanced, Christmas-themed campaign. Swissmilk in second place used a 3-minute video very successfully - if an advertising video is entertaining and informative, YouTube users also like to watch longer," says Scott Little from Google Switzerland.

The top 5 in the "Bumper Ads" category

1. McOptic - January 2022
2. Valiant - Business Sets - the practical account offer for self-employed and SMEs
3. Migros - V-Love
4. Microspot - Are you missing something? We have it.
5. Apple crate - Everything for Christmas at Apfelkiste

"With the "Bumper Ads", the non-skippable six-second ads, the focus was primarily on offers or services. Due to the brevity of this format, it is important to focus on the core message - this was optimally implemented by the winner McOptic," says Scott Little.