MANILA -- YouTube announced today the launch of the first YouTube Ads Awards in the Philippines to honor the best creative storytelling in YouTube ads in the country. The Awards, created in collaboration with adobo magazine, recognizes digital ads that utilized outstanding storytelling to resonate with Filipino viewers. The Philippines is one of the first markets to introduce the Awards.
As advertising tools diversify, capturing the audience's attention has become more challenging. This poses an opportunity for brands, creators, and agencies to tell more creative and authentic brand stories that the audience will choose to watch.
"Creativity is a big part of who we are as Filipinos, and it is strongly evident in how we value stories well-told in today's advertising. Through YouTube Awards, we celebrate digital creativity in ads that cut through the clutter and connect well with the Filipino audience," said Google Philippines' Country Marketing Manager Gabby Roxas.
(L-R) Kenneth Lingan, Country Manager, Google Philippines; Denise Gamo-Halagueña, Ads and Agency Marketing - Google Philippines; adobo magazine Founder, President, and Editor-in-Chief Angel Guerrero; Gabby Roxas, Country Marketing Manager, Google Philippines; and Jolly Estaris, Industry Manager, Google Philippines
The new awards span 17 categories: 10 of which are related to food and beverage, health and nutrition, and charities and non-profit among others. Six categories highlight the use of storytelling formats such as best in 5-second intro, multi-video, and 6-second storytelling. The last category looks at the entries' effectiveness in terms of business results such as improved audience perception and sales increase.
Video entries are judged based on content, engagement, effectiveness, and campaign results. Some questions that entries would have to answer are: does the ad have a strong story? Does the first five seconds have a strong hook? Does it make the best use of both visuals and sound to tell the story? Does it surprise and excite? Does it compel the audience to share or talk about it?
Entries will be judged and evaluated by a panel of advertising luminaries and other prominent visual storytellers like:
- Leigh Reyes, President and Chief Creative Officer of MullenLowe Philippines and this year's Judge Chair
- Dennis Perez, Co-Chair of the Digital Measurement of the Philippines and Unilever Philippines Head of Media
- Candice Iyog, Vice President for Marketing and Distribution of Cebu Pacific Air
- Joe Dy, Executive Creative Director of McCann Worldgroup Philippines
- Mikey Bustos, singer, performer, host, and one of the Philippines' top YouTube creators; and
- Lourd de Veyra, television host, journalist, frontman of Radioactive Sago Project, and three-time recipient of the Don Carlos Palanca Memorial Award for Literature
To join the YouTube Ads Awards, participating organizations must submit their YouTube videos posted between January 1, 2017 to January 15, 2018 and entry forms showing business metrics and post-campaign results. Entries can be submitted until February 22, 2018 through http://events.withgoogle.com/youtube-adsawards-ph2017
Submission of entries may also be done via the adobo magazine YouTube Ads Awards Philippines microsite at http://www.adobomagazine.com/youtubeadsawards where participants can also find all the necessary information about the Awards as well as updates and exclusive content from YouTube.
"By collaborating with YouTube for the first YouTube Ads Awards, adobo goes further in recognizing excellence in creative storytelling," said adobo magazine Founder, President, and Editor-in-Chief Angel Guerrero. "The YouTube Ads Awards will serve as an industry benchmark for creative agencies and brands to showcase best practices in digital advertising and to be recognized for their storytelling prowess. We also hope that this will encourage brands and creative agencies to continue creating ads that resonate with the Filipino audience," she added.