Google Philippines has released its YouTube Ads Leaderboard for the second half of 2017. The list represents the top 10 ads on YouTube in the Philippines that performed best through a combination of popularity and promotion.
The leaderboard highlights the continued popularity of local flavor and creativity in the digital video space, with all the slots filled in by locally made ads. Brands showcased different approaches to inspiring Filipino audiences and holding their attention.
Globe Telecom’s “Because you can never have too many dogs” videos opened with a 5-minute YouTube ad about an unlikely relationship between a widower and Chobo the dog. The story won Globe the top slot in the leaderboard.
“When Mom Cooks Favorite Food (We Get Lit!)” also challenged the standard for digital ads. At over 13-minutes long, Knorr’s ad — the longest on the list — featuring Ranz Kyle and Niana shows the flexibility of digital ads and its ability to hold viewers’ attention for far longer than the usual 30-second spot.
Key themes from the leaderboard:
- Popular tunes and entertainment. Filipino audiences continued to favor YouTube ads that use music as a main element. Six of the ten ads featured celebrities and influencers in musical performances and dance tutorials.
- Vlog formats. The list also saw brands breaking the ?fourth wall? and addressing audiences directly, much like vlogs on YouTube itself. When Mom Cooks Favorite Food (We Get Lit!), Fly the Way You Deserve with PAL, and #CaptureTheRealYou with the new Oppo F5 are ad executions in this style that made it to the leaderboard
- Panoramic experiences. The lenses of digital ads are becoming wider too, trying to capture more than just merchandise but its impact on the lives of consumers.
The leaderboard is increasingly skewed towards cultural content like music, travel, and advocacy. The approach is all about getting audiences lean in and be engaged, with ?selling? as an afterthought.
“YouTube empowers brands to foster more meaningful relationships with their audiences and the YouTube Ads Leaderboard is proof positive of this. Through masterful storytelling, brands can nurture interests and fuel passions, hold the attention of millions, and grow their share of audiences online,” said Gabby Roxas, country marketing manager of Google Philippines.