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What makes a hit YouTube ad?

In the world of online videos, authenticity is still king, says a Google Philippines executive.
By Toni Antiporda |


ALDUB SELLS. AlDub's quirky commercial for Tide laundry detergent landed on the 5th spot of the most recent YouTube Ads Leaderboard. 


It is hard to deny the impact of online videos. From short clips of pets doing crazy antics to tear-jerking ads of multinational companies, these online videos can achieve virality overnight by being shared in different social media platforms. But exactly what kind of video content resonates with audiences online? 


The  YouTube Ads Leaderboard released by Google Philippines on February 3 can shed some light on what makes for great video content online. It is the first time that all the ads in the Leaderboard are local content, so it is safe to say that local advertisers are getting a firmer handle on what kind of content can get the attention of Filipino audiences. Take your cue from these ad leaders and, who knows, you might just produce the next YouTube sensation.



1. Stay authentic.

Creating videos and uploading and sharing them on platforms such as YouTube just does not cut it, as online viewers can just simply skip ads and bypass your content. For Google Philippines Country Manager Ken Lingan, authenticity is still the key to win those views. “An authentic story, coupled with a complete understanding of consumer passion, is still the key. The platforms may change, but what has not changed is the desire for dialogue and stories. Brands have always been one of the best storytellers, and they now have the opportunity to re-fulfill this need,” he said during the launch of the YouTube Ads 


Authenticity is also what turns mere viewers on YouTube into actual fans of a particular channel or brand. “YouTube was built by and for fans. If you're able to nurture that fan base, you have an amazing pool of viewers that could be your brand ambassadors,” he added.




ALDUB KO TO. McDonald's Philippines' "Papa Na Kita #ALDUBKoTo" ad topped the YouTube Ads Leaderboard. 


2. Listen to your customers. 

At this point, every Filipino probably knows who AlDub is. But for those who do not, it is the love team of Yaya Dub (Maine Mendoza) and Alden Richards that was made popular in the noontime show Eat Bulaga. When the tandem became a hit, fast food giant McDonald's was one of the first few brands to get AlDub as an ambassador.


“We got AlDub because people were sending us a lot of tweets to get them as our brand ambassadors. We listened also because AlDub embodies the values and personalities of the brand,” shared McDonald's Philippines Marketing Director Christina Lao, who added that this tactic of "social listening" allows them to know what their customers really want. No wonder then that McDonald's "Papa Na Kita #ALDUBKoTo" ad topped the list. 




MOTHER AND SON. Nestle's Chuckie Buddy commercial landed the 3rd spot, thanks to its focus on mother-and-son relationship. 


3. Build on relationships.

Majority of the ads that made it to the leaderboard pulled some major heartstrings by centering on relationships, especially family. Nestlé’s Chuckie Buddy commercial, which landed on the third spot, highlights a mother-and-son relationship, ending with the emotional reminder, "They are only children once, so be with them now." 


FAMILY REUNION. This Lady's Choice commercial claimed the 6th spot by taking a jab at Filipinos' tradition of  family reunions. 


The Lady's Choice "Maine Mendoza, sinurpresa ang pamilya Mendoza ng Laguna!" ad, which landed on the 6th spot, featured a different take on the family-orientedness of Filipinos. While "Yaya Dub" is also featured in the ad, the focus is on the Filipinos' love for family reunions, which made it more relatable. 


TEENAGE LOVE. Eskinol's Wattpad webisode claimed the 9th spot, despite surpassing the 5-minute mark, thanks to its take on teen relationships. 



Eskinol’s Wattpad webisode, which landed on the 9th spot, won over viewers despite being more than five minutes long, thanks to its take on teenage romance. Viewers were so caught up in the drama that they took to the comments box to express just how much they could not wait for the next episode of the ad, despite the length. 



You've seen the best. Now, here are the rest of the videos that made it to the YouTube Ads Leaderboard. Which one is your favorite? 


STRONG KIDS. This cute Bear Brand commercial, which claimed the 2nd spot, teaches moms and kids alike on how to fight Micronutrient Deficiency.  


SURPRISE! One lucky moviegoer had a major surprise in this two-minute Resorts World Manila commercial, which landed on the 4th spot of the Leaderboard.


THROWBACK HITS. The Voice Kids gave their own take on "I Love You, Sabado" jingle of fastfood giant Jollibee, claiming the 7th spot on the list. 



EMOTIONAL. Thanks to the popularity of Pixar's Inside Out movie, this Globe GoSurf ad landed on the 8th spot of the Leaderboard. 


"ASIM KILIG." Maybe it's because of its annoyingly catchy jingle, but Knorr Philippines' ad for its signature tamarind souring agent landed on the 10th spot of the list. 



All videos from YouTube

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