The Google-owned video site complied the list using a creative rating test conducted by Ipsos, along with an algorithm that factored in total views and engagement.
YouTube pointed out that the list is dominated by the food and beverage category, as well as consumer packaged goods, illustrating that six-second ads are a good format for brands in those sectors.
YouTube said in an email, “The best bumper ads pick one message, character or emotion to profile. Some quickly capture the viewer’s attention by focusing on a face or, in the case of the Subaru ad, a dog. Another strategy is to strive for emotional impact by using humor, as the Halls ad does. People are more likely to remember something they felt than something they read.”
The company added, “That’s one of the reasons why the Dove ad is so effective here. It’s the first brand to make this top 10 list with a social good message. The campaign, called Project #ShowUs, is designed to address the fact that 70% of women still don’t feel represented in media and advertising. This ad proves that even complicated messages can be conveyed in six seconds.”
YouTube’s top 10 six-second ads for July 2018 through July 2019 follow below: