YouTube has released a Bumper Ads Leaderboard that showcases the top 10 most popular six-second adverts on the platform this year.
The ads were initially ranked by an algorithm that factors in total views and engagements, before being scrutinized by a user creative ratings survey run by Ipsos that considers the video’s merit under the parameters of likeability, memorability, emotion and brand linkage.
FMCG brands appear to dominate, with major names such as Doritos, Papa John’s and Cadbury securing top spots.
Chocolate, in particular, trends highly with the top spot being taken by Mars-owned Maltesers and its ad for Maltesers Buttons that shows two people using the buttons as substitutes for Tiddlywinks. Oreo cookies also scored highly with its creative spot that sees various people creating Oreo-inspired eyebrows.
See the full leaderboard below.