From an online platform, YouTube has evolved to become an effective marketing and advertising tool, allowing advertisers to capture and engage with consumers
Date of publication: June 29, 2015
Manila Bulletin-Business Agenda
Global, diverse, on demand, and mobile. If you ask Gautam Anand, these are the attributes a media platform in the future should have if it wants to be successful—characteristics organic to video-sharing website YouTube. It is no wonder then that the site has become a powerful platform for brands to connect to consumers. Here’s how fast and massive YouTube has grown over the decade: every month, over 1 billion viewers visit the site, where every minute about 300 hours of content are uploaded. From the first video uploaded in YouTube 10 years ago, the online platform has evolved tremendously that it comes second to Google as the top search engine at present—enough reason for brands to take advantage of the site. Anand, who heads YouTube Partnerships and Operations across Asia Pacific, attributes the success of YouTube to how it was able to make itself an international platform when Google acquired it in 2006. Eighty percent of YouTube viewership is from outside the U.S. It has presence in 73 countries, and is available in 76 languages. Its daily users have grown over 40 percent year over year. Its watch time, or the amount of content people are watching, grew over 50 percent year on year.
YOUTUBE AND THE FILIPINO CONSUMER
In the Philippines, YouTube watch time has grown 60 percent. Anand says the Philippines is growing faster than their global average, an indication that the content of YouTube resonates with Filipinos. The country has a good mix of content being consumed. Filipinos are consuming lot of international content—a mix that is unique here, Anand notes. At the same time, they are seeing Filipino local talent starting to get more traction. The number of hours of local content uploaded grew by 20 percent since last year. Anand recalls launching YouTube here with only music, traditional media, and movie labels as their partners. Now there are a variety of content from blogs, games, and even kids’ programming. The first-generation of Filipino creators are thriving, with the likes of Mikey Bustos and Bogart the Explorer dominating local YouTube channels over the last years. “What’s truly changing is this next generation of voices is emerging and they are creating content in all different genres—labels are discovering artists, independent musicians are getting their voices in YouTube. The variety of content that is available in YouTube today is so much broader than what we have four years ago and it reaches out to audiences with even the smallest of niches of interests. That’s what’s really powerful,” he says.
CONTENT REMAINS TO BE KING
As advertising continues to change, expect media and how content will be consumed to be altered as well. For one, content will come from everywhere. Anand says people will get content from various sources and it would not even matter as long the audience can get something relevant from it. People would want a healthy dose of variety as well, especially younger people with diverse interests. Brands, he says, should learn how to fill this void and create content that connects to the audience. “That is what is powerful in having a global platform, if you create a great content, it doesn’t matter where it came from, it doesn’t matter what language it is in. People will watch it if it resonates with them. If you create great content, it will be consumed,” he says. Second, content will come from everyone. Anand points out how programming is very different today that one would never turn on the television anymore just to watch how-to videos. “You can find pretty much everything on YouTube,” he says. Content will continue to be consumed mobile, something that Anand admits they did not expect to happen at this fast a pace. Today, half of their YouTube viewership across the world is mobile. “In the Philippines, we already got 40 percent of viewership that is mobile,” Anand shares, and this is amid the infrastructure and telecommunication challenges at present. “The fact that even with those challenges, getting a lot of viewership in all devices [here in the country] is truly phenomenal.” Over the years, YouTube has also challenged how brands come up with effective advertisements. Before, advertising solely relied on traditional media but technology has allowed people to skip ads. “If you look today, 85 percent of our ads are skippable and what that has done is force content advertisers to really think about advertising and ads very differently. Thinking about creating content that resonates, they are becoming story tellers, and they are creating extremely compelling programming,” Anand notes. A testament to a great programming that agencies and advertisers are creating now, he says, is how four out of the top 20 videos of YouTube last year were actual ads.
THE 2015 YOUTUBE ADS LEADERBOARD
Last June 26, YouTube Philippines released its leaderboard for the first half of 2015. The list represents the 10 ads on YouTube that resonated most with audiences across the country for the first half of 2015. Key trends of the ads that made it to the list include:
Filipino flavor. Seven out of 10 of the ads have a distinctly Filipino flavor—proof that the industry is getting better at telling brand stories that consumers want to know about. “For the Philippines, over the years, we are one market that has been very overwhelmingly local, showing Filipino engagement,” says Ryan Morales, head of Marketing for Google Philippines.
Films, not just ads. Most of the ads were made to look like films. The number one from Nestle tells a tale of a generation of motherhood, while Palmolive’s ad goes in another direction that makes it as a music video in its own right.
Seizing the moment. Nestle, Closeup, and Globe also took advantage of popular celebrations like Mother’s Day and Valentine’s Day in making their messages relevant.
Global stories. On the other hand, some ads show that Filipinos will watch ads from global brands if the story is told in a compelling way. Clash of Clans uses a famous face (Liam Neeson), while Hyundai captures our interest with an awe-inspiring message from a daughter to her Dad working a long way from home.
Made for digital. This set of leaderboard is also dominated by ads that were born digital, with formats created specifically with YouTube’s audience in mind. Seven out of 10 ads are well beyond the length of the standard 30-second TV slot.
It seems that one can only expect more from YouTube. “For the last 10 years, we’ve created a truly global platform. I think we have an opportunity to create an ecosystem in the Philippines because there are a lot of things happening. I’m excited for the next three years,” Anand ends. (Read: http://www.mb.com.ph/creating-and-sustaining-brand-connections/)
The 2015 YouTube Ads Leaderboard (Philippines H1)
- Nestle-Mother’s Day (NIDO FORTIGROW)
- Closeup-Nadine Lustre dared to surprise James Reid for Closeup #CupidGames
- Clash of Clans-Revenge (Official Super Bowl TV Commercial)
- McDonalds-Brilliant machine delivers hot meal… and more!
- Ariel-Finally Ariel
- Samsung-Samsung Galaxy S6 and S6 edge (Official Introduction)
- Hyundai-A Message to Space
- PLDT Home-PLDT HOME DSL FAM CAM-Prayer
- Globe-#ShareYourVibe and Make Everyday V-Day!
- Palmolive-Palmolive Hair Bounce Dance Tutorial from Julia, Janella and Liza