Revealed: Google’s Top 20 Six-second Ads (Including The Works’ Optus Campaign)

Revealed: Google’s Top 20 Six-second Ads (Including The Works’ Optus Campaign)
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We all know it’s never been easier to put out a message. For brands today, the challenge is not just reaching audiences but capturing their attention.

Mobile offers brands the perfect way to meet audiences on their terms. With marketers increasingly using short-form stories to deliver impact for their video marketing, we set out to find the most popular six-second ads on YouTube.

Bumper ads were designed with mobile in mind, for shorter sessions when people are in a hurry or on-the-go. The format is proving popular with brands. Globally, nearly one-in-three large advertisers are buying six-second bumpers and this has increased significantly in the first half of this year.

Google has put together its first ever YouTube Ads Leaderboard: Bumper ads editionto celebrate twenty brands from around the globe that are giving viewers snackable spots and capturing the audience’s attention.

The list features works from global brands like Nike, Coca-Cola, Duracell and Samsung. One Australian brand, Optus, made the list with their simple but effective Usain Bolt campaign, demonstrating that sometimes less really is more. The campaign is the brainchild of by The Works.

Here is the full, global list:

ADVERTISER

CREATIVE AGENCY

MEDIA AGENCY

COUNTRY

BRAND

Samsung #GalaxyS8Plus #GalaxyS8 – Pre-book Offer (6 sec)

Cheil

Cheil

IN

Samsung

Mom’s Touch 2017 맘스터치 불사치킨 광고‘ ver 5

W Camp

W Camp

KR

Mom’s Touch

Géramont Sommer Genuss Limited Edition

DE

Géramont

Good Knight Activ+ – Complete Protection for your family

JWT India

Mindshare Worldwide

IN

Good Knight

Corona I Jump Splash

Anomaly

UM

CA

Corona

Coca Cola – [미닛메이드] 미닛메이드 스파클링_마초편

Leo Burnett Korea

Slate & Air

KR

Coca-Cola

Duracell l Slamtone

Wieden+Kennedy

Spark Communications

US

Duracell

Scholl – Semelles ActivGel™ Quotidien 6s

In House

FR

Scholl

Club Social – BUDDIES BumperAd

FCB

FCB

BR

Club Social

Coolish – 松坂桃李出演 CM ロッテ クーリッシュ 「クーリズム2017篇」SHORT MOVIE

Dentsu

Dentsu

JP

Coolish

Does Your Bed Do That? | $899 – 6 sec.

n/a

HMI

US

Sleep Number

Hefty® Party Cups – Office Party :06

Havas

Rise Interactive

US

Hefty Party Cups

⑦ SUNAO「いつだって」篇(6秒)グリコ

Daiko

Hakuhodo DY Media Partners

JP

Glico

Nike Air VaporMax

Mindshare Worldwide

US

Nike

Gionee Selfiestan A1 Pre Book 6 Sec Hinglish HD Airvision

Mullen Lintas

Interactive Avenues

IN

Gionee India

Strawberry & Cream Pancakes

Campbell Ewald

Initiative

US

IHOP

Ever wondered what life is like at the speed of Bolt? – Teaser

The Works

Amobee

AU

Optus

Suntory – サントリー緑茶 伊右衛門 特茶 『みんなの声 #私と特茶』篇 6 本木雅弘 サントリー

Hakuhodo

Hakuhodo

JP

Suntory

Para Tudo Casas Bahia | Smart Tv 49″

Wunderman

Wunderman

BR

Casas Bahia

Dina Makeup teaser – Revlon

Mediacom

GB

Revlon

Nicole Smart, associate director of acquisition marketing at Optus, said: Usain Bolt is Optus’ Network ambassador because he represents speed and relentless improvement. The 0:06 format was the perfect vehicle to demonstrate our message ‘at the speed of Bolt’.

“Our message was single minded and we felt strongly that our creative was engaging enough to communicate our message in this format.”

Kristie Thistlethwaite, creative project leader at creative agency the Works, said: “Our digitally savvy audience has an insanely short attention span, so the whole campaign had to be instantly engaging and dynamic.

“The quick cuts and animated world created the perfect canvas for short, snackable content like in the 0.06 ad, as well as the longer formats where we needed to deliver specific product messages. Our one piece of advice is to create the campaign firstly for the small screen, not the big screen.”

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