YouTube has rapidly evolved into a coveted advertising platform for brands worldwide, given its vast online audience with billions of viewers at any given moment. Consequently, this results in hours upon hours of ad content being streamed on the platform; however, only a select few stand out as truly memorable.
As the season for the YouTube Works Awards returns, experts in the fields of marketing, advertising, and content creation have shared their insights on what elevates an ad from merely good to exceptional on this video platform.
Abi Aquino, Chief Creative Officer at Communications Agency MullenLowe TREYNA and Jury Head of YouTube Works Awards 2023, emphasizes the importance of creativity, not only in its purest form but also in its application and utilization of YouTube’s formats and tools. She believes that when this blend is achieved, the result is nothing short of spectacular.
Neil Trinidad, Chief Marketing Officer of GCash and Jury Deputy for this year’s awards, highlights a combination of three key elements for a great YouTube ad: compelling storytelling, optimization for YouTube’s formats, and a focus on driving action. Ultimately, YouTube ads should motivate viewers to take action, whether in terms of conversions, views, or reach.
Denise Haak, President and CEO of Qairos and one of the jurors, outlines her criteria for a great YouTube ad. She looks for ads that aren’t formulaic, evoke a sense of pride in the target country, and embody a positive, confident form of “arrogance.” According to her, ads with a touch of audacity often have a better chance of making an impact.
In addition to the marketing experts serving as jurors, the panel also includes well-known personalities and content creators, such as TV host Bianca Gonzalez-Intal and celebrity chef and restaurateur Myke “Tatung” Sarthou.
Bianca Gonzalez-Intal believes that a great YouTube ad captures attention, elicits emotions, and leaves a lasting impression, while Myke Sarthou emphasizes the importance of freshness, distinctiveness, captivation, and brevity in an ad.
The consensus among these experts and creators is evident: impactful ads on YouTube feel intuitive. So, the next time you encounter a YouTube ad that stirs emotions and leaves a lasting message, it’s likely that you’ve come across something potentially remarkable.
This year, the YouTube Works Awards expands its reach to the Southeast Asian regional scene. Philippine ads and video content will compete with the best of marketing and advertising across Southeast Asia, allowing local brands and agencies to demonstrate their creativity and compete against regional giants.
Mike Jittavanich, Google’s Director of Marketing for Southeast Asia, explains this expansion as an opportunity to recognize local successes on a regional platform and promote cross-market learning and best practices for success on YouTube.
With a larger stage for Filipino brands and marketers to showcase their talents, this is another chance for the Philippines to demonstrate its position among the world’s top creative minds. Keep an eye out for the Philippine finalists of YouTube Works Awards 2023!
