YouTube announced today the YouTube Ads Cannes Leaderboard, the annual top 10 most watched ads on YouTube in the last 12 months ( June 2022- May 2023). The YouTube Ads Leaderboard, now in its eighth year, spans 28 countries across five continents and is seen as a source of pride for the winning brands and agencies throughout the advertising community.

The YouTube Ads Leaderboard showcases the most creative ads that people choose to watch. Ads are determined by an algorithm that uses data (e.x. public views, organic views, organic ratio, etc.) pulled from an internal dashboard that indicates audience engagement and retention. YouTube Ads Leaderboard placements are also limited to one ad per brand in order to better reflect the broad range, quality and popularity of YouTube ads throughout the year. This year’s list totals 213.5MM views, 2.5MM likes and 70K comments.

Three brands in MENA made it to the top list this year – 

Qatar Airways, Qatar –  Official FIFA World Cup songfeaturing DJ Rodge and Cheb Khaled 

Orange Egypt, Egypt – World Cup 2022 campaign – Crazy about Football 

Telecom Egypt, Egypt – WE Summer Campaign 2022 with Akram Hosny.

Telecom Egypt became the first advertiser in the Middle East to appear twice on a YouTube Global Ads Leaderboard within one year. 

Netflix took the number one spot with a well-executed prank in New York City promoting the new Tim Burton series and Addams Family spinoff Wednesday. Max’s official trailer for new hit series Last of Us generated the most comments (26K).