YouTube seeks authentic brand stories for PH’s first YouTube Ads Awards

By Espie Angelica A. de Leon

Creators of high-impact digital ads in the Philippines with authentic brand stories now have the chance to earn laurels and recognition as YouTube announced the launch of the first YouTube Ads Awards in the country.

Google Philippines country marketing manager Gabby Roxas discusses the impact of great storytelling at the launch of  the YouTube Ads Awards in the Philippines

Google Philippines country marketing manager Gabby Roxas discusses the impact of great storytelling at the launch of the YouTube Ads Awards in the Philippines

The initiative, which is being done in collaboration with adobo Magazine, was formally unveiled on Nov. 17 at the Google Philippines office in Bonifacio Global City.

“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 Ads 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.

The YouTube Ads Awards in the Philippines will feature a total of 17 categories including one category each for the following sectors: food and beverage; health and nutrition; beauty and personal care; financial institutions and services; retail and restaurants; technology, e-commerce, and telco; travel, transport, automotive, and leisure; media and publications; corporate image and public sector; and charities and non-profit.

Awards will also be given out for multi-video storytelling, 5-second intro, long-form storytelling which cater to ads which are more than one minute in length, and 6-second storytelling.

“I’ve seen fantastic ads that last for about five or six minutes and we want to really encourage that in terms of great storytelling,” said Roxas. “We have to be unbound by the norms that we have in terms of how long our ads should be.”

He added, “We also want to go to the other extreme by recognizing short form content – our bumper ads which really capture our attention within just six seconds.”

Another category will center on storytelling for occasions such as Christmas, Valentine’s Day, and Mother’s Day.

The last two categories will focus on format innovation and effectiveness. The former is designed specifically for ads which make use of interactive elements such as Vogon, VR, 360, and animation.

The latter, meanwhile, will single out ads with proven business results such as improved audience perception and increased sales.

The panel of judges are composed of Leigh Reyes, president and chief creative officer of MullenLowe Philippines; Dennis Perez, co-chair of Digital Measurement Board of the Philippines and Unilever Philippines head of media; Candice Iyog, Cebu Pacific Air vice president for marketing and distribution; Joe Dy, McCann Worldgroup Philippines executive creative director; Mikey Bustos, singer, performer, and one of the country’s top YouTube creators; Lourd de Veyra, television host and three-time recipient of the Don Carlos Palanca Memorial Award for Literature.

Video entries should have been posted on YouTube between January 1, 2017 to January 15, 2018. They will be judged based on content, engagement, effectiveness, and campaign results.

“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,” said adobo Magazine president and editor-in-chief Angel Guerrero.

To join, organizations must submit their ads and entry forms indicating business metrics and campaign results through not later than February 22, 2018. The awarding ceremony will be in May 2018.