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The Most Popular YouTube Ads In the Philippines during Jan-June 2017
Google released its YouTube Ads leaderboard
for the first half of 2017. The list represents the top 10 ads on YouTube in
the Philippines that resonated most with audiences across the country during
January to June and celebrates the brands that performed best among Filipino
audiences through a combination of popularity and promotion. This is the 8th
time Google has release an ads leaderboard in the Philippines.
This list shows what brands can achieve through
the creativity and power of online video. It’s often assumed that attention
spans are getting shorter, with multiple distractions vying for people’s attention.
But with Filipinos choosing to watch ads of over three minutes long— many times
over—it shows that if brands have the right message, consumers will pay
attention.
What brands have realised is that on YouTube what
matters most is telling a good story. Their extremely touching tale of
friendship and acceptance is first and foremost an emotional story, with
branded messages kept to a minimum at the end of the video.
1. #CreateCourage -Rogue One: A Star Wars Story (2:02 Duration Minutes)
2. Kaya Niya, Kaya Mo (1:17 Duration Minutes)
3. NESFRUTA Buko? WhyNot, Coconut! | NESFRUTA |
Nestlé PH (0:30 Duration minutes)
4. Experience out-of-this-world joy with #smoothandchocolatey Cadbury Dairy Milk. (0:30 Duration minutes)
5. #NoMoreKapitWiFiwith #GlobeAtHome Prepaid WiFi! (1:08 Duration minutes)
6. The Boy Who Loves toStudy (3:20 Duration minutes)
7. Kwentong JollibeeValentine Series: Crush (2:55 Duration minutes)
8. Commute pa more,#FreshPaMore with Kathryn Bernardo! (0:37 Duration minutes)
9. Make meaningfulconnections like never before. (1:00 Duration minutes)
10. Ang Regalo ni Lolo (2:51 Duration minutes)
Other top trends from the leaderboard:
YouTube enables marketers to capture audience
interest with the power of sight, sound and motion. The list shows the importance
of being seen (or “viewability”) and being heard (“audibility”) and on YouTube
ads are 93% viewable and 95% audible. The list clearly shows that Filipino
brands understand the power of:
Valuing values. These ads are remarkable for reflecting Filipinos’
strong sense of community and shared values. With Globe’s ad promoting courage
and Jollibee celebrating generosity and gratitude, brands know that if they
want their audience to care, they have to share their values and appealing to
Filipinos’ sense of community spirit is a great way to demonstrate this.
Family ties. Similar to the “values” point, family means a
great deal in the Philippines and brands have realised this with 4 out of ten
of the ads using stories that play on this theme including McDonald’s story of
a mother and son persevering and Smart’s tale of a son sharing his adventures
with his sick mother.
Catchy tunes. Music videos are hugely popular on YouTube so
it’s no surprise that 7 out of the ten ads play more like music videos than ads
with music in many cases doing most of the storytelling.
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