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'Feels' spell success for YouTube ads in Philippines

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Jessica Fenol, ABS-CBN News

<p>MANILA - Stories that touch the hearts of the audience make effective digital ads on YouTube, Google&#x27;s Philippines head said, as the company recognized the best Filipino ads on its platform for the first time.</p><p>McDonald&#x27;s Philippines&#x27; &quot;Wait Lang Po,&quot; which showed how Filipino fathers wait patiently for their children from the delivery room to malls and schools won top honors at the YouTube Ads Awards late Thursday.</p><p>&quot;We know that everyone loves a great story. Stories that move hearts and minds. We now see that the tools have definitely changed the way we are entertained, the way it commands our attention,&quot; Google Philippines country head Ken Lingan said</p><ul class="op-related-articles">	<li><a href="http://news.abs-cbn.com/business/05/10/18/mcdonalds-fathers-day-ad-named-youtubes-best-in-ph">McDonald’s Father’s Day ad named YouTube’s best in PH</a></li></ul><ul class="op-related-articles">	<li><a href="http://news.abs-cbn.com/business/04/12/18/stolen-moments-can-turn-into-gold-for-mobile-advertisers-google">&#x27;Stolen moments&#x27; can turn into gold for mobile advertisers: Google</a></li></ul><figure class="op-interactive"><iframe height="315" src="https://www.youtube.com/embed/goazTeVpI58?enablejsapi=1" width="560"></iframe></figure><div class="iwantbar">Watch more in <a href="~//www.iwantv.com.ph/">iWantv</a> or <a href="~//tfc.tv/">TFC.tv</a></div><p>Ads that appeal to emotion are more personal and this can differentiate digital from TV, said one of the judges, Cebu Pacific vice president for marketing and distribution Candice Iyog.</p><p>&quot;What’s important is being able to use the platform to tell a story that is authentic, that connects with the audience, that is relevant and actually moves people,&quot; Iyog said.</p><p>Targeted ads that run for as short as 6 seconds also make for effective online ads, Google Asia-Pacific managing director for go to market strategy and operations Mel Silva said earlier.</p><ul class="op-related-articles">	<li><a href="http://news.abs-cbn.com/business/02/22/18/globe-jollibee-oppo-youtube-names-2017s-best-performing-ads">Globe, Jollibee, Oppo: YouTube names 2017&#x27;s best performing ads</a></li>	<li><a href="http://news.abs-cbn.com/business/04/13/18/from-lobsters-to-teapots-how-small-businesses-can-grow-with-google">From lobsters to teapots: How small businesses can grow with Google</a></li></ul><p>&quot;I think it’s all about understanding what humans want. All the videos we’ve come out with it’s always grounded on human truth,&quot; said Globe Telecom strategist for digital and social content Kenn Peñero.</p><p>Globe, together with fastfood giant Jollibee, won the most number of awards on Thursday.</p><p>The telecom firm&#x27;s &quot;The Last Jedi,&quot; which showed a mother and son playing with Star Wars-style light sabers, was among those recognized.</p><p>&quot;We also came up with a funny video, so I think we need to explore more parang lagi kaming feels, iyak, so next time ibang emotions naman,&quot; he added.</p><figure class="op-interactive"><iframe height="315" src="https://www.youtube.com/embed/rJgl3d67yc0?enablejsapi=1" width="560"></iframe></figure><div class="iwantbar">Watch more in <a href="~//www.iwantv.com.ph/">iWantv</a> or <a href="~//tfc.tv/">TFC.tv</a></div><p>Globe&#x27;s most viewed YouTube ad in 2017, &quot;You Can Never Have Too Many Dogs,&quot; won alongside McDonald&#x27;s &quot;Wait Lang Po&quot; video and Jollibee&#x27;s trending &quot;Vow&quot; series in the storytelling for occasions category.</p><figure class="op-interactive"><iframe height="315" src="https://www.youtube.com/embed/qYSTGfy5TaY?enablejsapi=1" width="560"></iframe></figure><div class="iwantbar">Watch more in <a href="~//www.iwantv.com.ph/">iWantv</a> or <a href="~//tfc.tv/">TFC.tv</a></div><p>In its YouTube page, Jollibee said &quot;Vow,&quot; which told the story of unrequited romantic love, was based on a true story.</p><figure class="op-interactive"><iframe height="315" src="https://www.youtube.com/embed/7kAOvTFA5rs?enablejsapi=1" width="560"></iframe></figure><div class="iwantbar">Watch more in <a href="~//www.iwantv.com.ph/">iWantv</a> or <a href="~//tfc.tv/">TFC.tv</a></div><p>Pharmaceutical company Unilab bagged the highest recognition in the corporate image and public sector category with &quot;Son,&quot; which showed different phases of a mother-and-son relationship. </p><figure class="op-interactive"><iframe height="315" src="https://www.youtube.com/embed/hIP4GgNcyO4?enablejsapi=1" width="560"></iframe></figure><div class="iwantbar">Watch more in <a href="~//www.iwantv.com.ph/">iWantv</a> or <a href="~//tfc.tv/">TFC.tv</a></div><p>The Department of Tourism was recognized for &quot;Anak,&quot; which had a staggering 14.5 million views on YouTube.</p><figure class="op-interactive"><iframe height="315" src="https://www.youtube.com/embed/4Ted014d8Ls?enablejsapi=1" width="560"></iframe></figure><div class="iwantbar">Watch more in <a href="~//www.iwantv.com.ph/">iWantv</a> or <a href="~//tfc.tv/">TFC.tv</a></div><p>Ladaza Philippines tapped comedienne Eugene Domingo to tickle audiences with &quot;Lazada School of Acting - Keychain.&quot;</p><figure class="op-interactive"><iframe height="315" src="https://www.youtube.com/embed/uevghO0kzDY?enablejsapi=1" width="560"></iframe></figure><div class="iwantbar">Watch more in <a href="~//www.iwantv.com.ph/">iWantv</a> or <a href="~//tfc.tv/">TFC.tv</a></div>

<p>Stories that touch the hearts of the audience make effective digital ads on YouTube, Google's Philippines head said, as the company recognized the best Filipino ads on its platform for the first time.<br /> </p>

Stories that touch the hearts of the audience make effective digital ads on YouTube, Google's Philippines head said, as the company recognized the best Filipino ads on its platform for the first time.

'Feels' spell success for YouTube ads in Philippines

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'Feels' spell success for YouTube ads in Philippines

Jessica Fenol,

ABS-CBN News

Published May 12, 2018 05:59 AM PHT

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Updated May 15, 2018 03:21 PM PHT

Read More:

YouTube

advertising

digital ads

Globe Telecom

McDonald's

Jollibee

viral

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