Tag: Youtube

Singapore – Contextual-driven ads on YouTube have been observed to drive 28% more attention in contrast to other industry benchmarks, according to the latest data from Channel Factory and Playground xyz.

According to the data, these contextual-driven ads generate nearly 70% more attention for skippable ads. Both non-skippable and skippable ad formats consistently demonstrated ideal performance, exceeding benchmarks 97% and 95% of the time, respectively. 

Moreover, curated activity for these types of ads delivers above benchmark more than 80% of the time. The data also revealed that such tech delivers 28% more attention than the industry norm, on average more than one second of extra attention per placement.

Alex Littlejohn, managing director for APAC at Channel Factory, said, “Every second of attention on an ad has a huge impact for brands, which makes these results incredibly powerful. They prove beyond doubt the direct relationship between contextual relevance and increased user attention metrics.”

He added, “While it stands to reason people will engage more with advertising that’s relevant to their interests, too many advertisers are still ignoring this fact and blindly spraying ad placements in non-curated environments. Channel Factory technology helps brands deliver their campaigns more efficiently and in contextually relevant environments and now with the added benefit of attention measurement and reporting incorporated in their buys.” 

Meanwhile, Rob Hall, CEO of Playground XYZ, commented, “Attention metrics give brands the key to understanding how their campaigns are resonating with customers. Our partnership with Channel Factory gives advertisers the ability to understand their YouTube campaigns on a deeper level and drive ROI.”

Singapore – Integral Ad Science (IAS) has introduced advanced ad measurement tools for YouTube Shorts, the widely popular short-form video experience enabling users to create and share catchy videos.

With the launch of the total media quality for the YouTube product suite, IAS now offers viewability and invalid traffic measurement for YouTube shorts’ rapidly expanding inventory, ensuring advertisers that real users are viewing their ads.

This move further strengthens IAS and Google’s commitment to providing advertisers with enhanced transparency, enabling them to gauge the performance of their ad campaigns more effectively.

Moreover, by offering this more significant level of transparency, IAS aims to cater to the needs of advertisers who have shown significant interest in leveraging YouTube Shorts’ global and ever-growing audience.

In a statement from Lisa Utzschneider, CEO of IAS, she said, “The rapid and widespread growth of YouTube Shorts presents an incredible opportunity for our advertising partners to reach and engage with audiences worldwide.”

With IAS’s latest ad measurement tools, advertisers can now make more informed decisions and maximize the impact of their advertising efforts on YouTube Shorts’ dynamic platform. 

London, United Kingdom – Global attention measurement and optimisation company Playground xyz has announced its actionable attention solution on YouTube as well as unveiling new insights on how advertisers can garner the most attention for their Youtube ad campaigns.

Through this new solution, Playground xyz ‘Attention Intelligence Solution’ (AIP) reviewed YouTube Impressions for Attention Time, AIP’s metric which evaluates ads for the length of time in seconds an ad is actually looked at.

Trained and verified by real eye-tracking data from an opt-in panel, it supercharges that data via advanced AI models to measure attention at scale. AIP’s YouTube attention measurement takes that capability and applies it to live YouTube campaigns, analysing each individual DV360/CM360 record to score attention time across the campaign.

Rob Hall, CEO at Playground xyz, said, “Optimisation is the key to driving attention and campaign effectiveness. With actionable attention insights, brands are able to pinpoint factors that are detracting from campaign success and quickly understand how to coarse-correct.”

He added, “Advertising is a huge opportunity on Youtube and we are excited to help brands learn more about their campaigns in order to drive attention and connection with audiences. There is a lot to learn about attention within social environments and that starts with technology that can adapt to the unique consumer behaviors within each platform and help advertisers easily optimize each campaign to be where attention is highest. Our attention offering on YouTube is just the beginning of more exciting social capabilities to come.”

Kuala Lumpur, Malaysia – The celebration of the Hari Raya festivities this 2023 has just ended, and with that we have been blessed with an array of ad films that celebrate the values and teachings of the Raya season–whether through laugh-inducing commercials or through feature-length emotional ones.

To celebrate the diversity of these Raya ads, video streaming platform YouTube has released its top ads on the platform. Listed alphabetically, the ads feature various depictions of the Muslim celebrations whether through purposeful teaching, viewer relatability, or simply all about ‘just-feel-good’ vibes.

BHPetrol – BHPetrol Hari Raya Video 2023

“There will always be light at the end”. This is the overarching message of this ad from local petroleum company BHPetrol. After a series of misfortunes while on the road, a man finds himself stranded without fuel in his car. As he shouts in frustration, a man he nearly hit with comes to his rescue with a bit of fuel to take as far as the vehicle could. Realising how much good there is, he calls back to his family apologising for his rudeness during an earlier call and promises to return in time for the Eid celebrations.

BSN Malaysia – Iklan Raya BSN 2023 | Salah Siapa?

This hilarious ad from the government-owned bank BSN Malaysia shows that regardless if someone bought the wrong dessert for the festival meal or changed the colour theme for the living room, what’s more important is that the family stays together in celebration.

Bulan Bintang – Bulan Bintang Raya 2023 – Raya Macam Star

Conceptualised by Mediabrands Content Studio (MBCS), this maiden ad film from this local clothing line is a timeless boy-meets-girl tale that aims to make everyone feel like a star when wearing the Bulan Bintang collection this Raya.

ERA Foods Malaysia – Tetamu | ERA Raya 2023

This emotional ad from food FMCG company ERA Foods, which shows how a man’s poverty is not a hindrance to help others: all in the name of practising the teachings of Allah on giving to those who need most.

Etiqa – Etiqa Raya 2023 – Panorama Abah Den

While most families return to their villages during the Raya festivities, this ad from insurance company Etiqa depicts a situation where the festivity is celebrated in the Malaysian capital of Kuala Lumpur. What starts out as a humorous tale of city sightseeing turns into an emotional tale of why this city visit matters.

HRD Corp – HRD Corp Raya 2023: Peluang Kedua

An emotional ad from the Human Resource Development Corporation (HRD Corp), this four-minute ad teaches viewers the value of second chances–as there is still time left to try, time left to fight.

Julie’s Biscuits – Raya 2023 | Kisah Raya P.E.R.I.T | [BM Subs] | Julie’s Biscuits

Conceptualised by GOVT Singapore, this newest Raya ad from the local biscuit brand brings to attention the challenges that one faces as a single parent such as the typical, yet critical judgements usually dished out to single parents, especially during the festive season.

PETRONAS – PETRONAS RAYA 2023: Dilema Irama

The local energy group PETRONAS has released yet another great emotional Raya ad: this time focusing on the timeless power of music: regardless of genre and time period. The ad, conceptualised alongside Mediabrands Content Studio (MBCS), is a sweet tale of a father and son music duo who find reconciliation in the music passion they have.

Puteri Malaysia – Puteri Raya 2023 – Puteri Mana Yang Hebat | Iklan Ramadan | Hari Raya 2023

For food company Puteri, their Raya ad is all about the message of building these familial relationships during the festive season–even if it means coming from recent misunderstandings.

Saiji Malaysia – Iklan Ramadan SAJI 2023 | SABAR

Lastly, this ad from cooking oil brand Saiji teaches viewers on the virtue of patience and the importance of always practising such virtue–even when faced with everyday challenges and issues.

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The list showcases the most engaging ads that people choose to watch during this period, and are determined in no particular order by an algorithm that factors in watch time, organic views, paid views, and audience retention. This list was extracted on April 27, 2023 and captures data from March 22 to April 25, 2023. 

Singapore – Integral Ad Science, the digital media quality platform, has announced its enhanced partnership with YouTube to provide advertisers with industry-leading brand safety and suitability measurement across the online video platform. 

Powered by cutting-edge machine learning technology, IAS measurement will now deliver a more comprehensive analysis of video content on YouTube, providing marketers with even greater tools for safety and suitability. IAS’s updated reporting is aligned with the Global Alliance for Responsible Media (GARM) Brand Safety and Suitability framework, enabling granular campaign reporting for maximum impact.

According to IAS, the platform’s Total Media Quality for YouTube uses a powerful type of machine learning to provide new levels of insight into video content and is currently being used on other social media platforms to analyse millions of videos per year for marketers. 

The IAS YouTube Brand Safety and Suitability Measurement offering will provide machine learning-powered details about video content to advertisers best-in-class brand safety and suitability scoring, a scoring classification that is consistent with the GARM Brand Safety and Suitability framework, daily reporting across the GARM categories and four risk levels, and global accessibility with more than 30 languages available.

“Consumers are spending as much time streaming content on YouTube and other platforms as they are watching traditional TV. As the amount of content on YouTube continues to grow, marketers need sophisticated tech to keep pace. IAS’s ongoing innovation with YouTube and Google is continuously adapting to provide marketers with the tools they need to take control of brand safety and suitability and ensure their campaigns are productive,” said Lisa Utzschneider, CEO of IAS. 

Julie Kandel, senior partner and director of brand safety, North America at GroupM, also commented, “Advertisers require the ability to measure brand safety on platforms like YouTube without sacrificing premium placements or reach. Partnering with IAS enables us to access the power of granular classification to measure brand suitability for our clients and drive better campaign impact and control.”

IAS is certified for both ‘Brand Suitability and Contextual Targeting’ and ‘Brand Safety Reporting’ in the YouTube Measurement Program (YTMP). The YTMP was created to offer advertisers an array of trusted independent solutions for driving and measuring marketing performance on YouTube. 

Previously, IAS has also inked a partnership with Amazon Publisher Services (APS) to provide its Publisher Optimization solution in the latter’s marketplace.

United States – After her longtime service for the video platform YouTube, Susan Wojcicki announces that she will step down from her role as its chief executive officer. Assuming the role in 2014, Wojcicki helped the platform to play its role for creators and video consumers worldwide.

Wojcicki has been working with Google for 25 years, being one of the first employees who took marketing roles, co-created Google Image Search, and led Google’s first Video and Book search, amongst others. She also served as senior vice president of Adwords and AdSense.

In a personal note posted on YouTube’s official blog, Wojcicki said that she’s stepping down from her position to prioritise her family, health, and personal projects. However, upon leaving YouTube, she will take advisory roles for Google and its corporate parent, Alphabet Inc.

Wojcicki will be replaced by Neal Mohan, who was appointed as YouTube’s chief product officer in 2015. Mohan has worked with Wojcicki for 15 years, and helped in launching some of their biggest products, including YouTube TV, YouTube Music and Premium and Shorts.

Wojcicki said that she will support Mohan in the transition period by working with some YouTube teams, coaching team members and meeting with creators.

“I’ll still be around, so I’ll have a chance to thank the thousands of people from all across the company and the world who I’ve worked with and learned from,” she added.

Malaysia – It’s the year of the rabbit, folks! As we all know, rabbits love to hop from one place to another. Just like them, people also love to hop on their journeys in life – from being at the lowest point to coming out on top in the aim of achieving success.

To commemorate Chinese New Year this 2023, Malaysian brands from various industries featured different stories – ranging from heartfelt scenarios and inspiring life stories to catchy music choreographies – to showcase the beauty and strength of the human spirit.

YouTube Malaysia has recently presented the top 10 Chinese New Year Ads from the market in this 2023. The most engaging ads included in the list were sized up through the platform’s rubric that factors in total views, organic views, and audience retention. 

Arranged in alphabetical order, here are the top CNY ads in Malaysia:

  1. Affin Bank: Affin CNY 2023: Qiao Hao’s Fa Gao

For this year’s CNY ad, Affin Bank tells a story of a man who was raised by a single mother and eventually turned the tables around to give back to her when he succeeded in life.

  1. Etiqa: Etiqa CNY 2023: Pretty Little Things

Malaysian life insurance company Etiqa highlighted its commitment to sustainability through a short film, reminding its viewers to find beauty in little things.

  1. Hong Leong Bank: HLB CNY 2023 – A Life of Kaya #itsaboutyou

Hong Leong Bank’s ad features a man who helped his mother improve her business despite the competition they endured.

  1. JinYeYe: Music video feature for CNY 2023 

This music video showcased lively sounds and dance steps to interpret the true essence of reunion, joy, happiness and gift-giving during this festive season.

  1. Maybank: Maybank “Papa’s Lunchbox” (Chinese New Year 2023)

Maybank encourages its audiences to celebrate life to the fullest by sharing a story of a father who lost interest in his passion for cooking, and through the help of his daughter, brought it back to life. Eventually, the father got back to his feet, and turned the passion into a business.

  1. PETRONAS: PETRONAS CNY 2023: The Negotiation

Malaysian oil and gas company Petronas highlighted the importance of heritage and culture through its short film for CNY. 

  1. McDonald’s Malaysia: Golden Taste, Grand Celebration

Through a short ad, McDonald’s featured their CNY-themed ‘golden prosperity burger’, which can be shared with family while celebrating ‘golden’ moments.

  1. RHB: RHB Chinese New Year 2023: A Clean Start

RHB Bank features a true-to-life story of Lex Low, a hairstylist who gives free haircuts to homeless people. Amids this, Low meets a homeless man who is in search of his mother. The hairstylist successfully helps to reunite the man and his mother, emphasising that kindness can help in achieving progress and new beginnings.

  1. Taylor’s University: Torn | CNY 2023

Educational institution Taylor’s University features a girl who’s having problems with her studies and is resented by her mother for it. Little did the mother know that the daughter’s time is occupied by tending to her disabled younger brother, helping him to learn despite his condition.

  1. Watsons Malaysia: Watsons CNY 2023 – Happy Beautiful Year! 

Health care and beauty chain store Watsons showcased a mixture of short skits and musical drama that encourages the viewers to bring out their most beautiful selves. It ends with a note saying, “when your heart is filled with love, good things will come your way.”

Manila, Philippines – YouTube has announced the winners of its 2022 YouTube Works Awards in the Philippines, celebrating the ingenuity and impactful storytelling of brands on the platform.

The awards ceremony of the Philippines was held on October 25 and was the first on-ground YouTube Brandcast event in two years.

There are seven recognitions in total including The Best Personalization award, which remains unclaimed for two years in a row. The said award recognizes the brand that is able to demonstrate creative ways in customising its message to the audience. 

The Grand Prix, which is the highest recognition given to a campaign that is “not only effective,” but also creative, innovative, and data-driven, was won by Accenture’s ‘StoriesofAccenture Vertical Film Festival: Gravity’. The same campaign also bagged the Force For Good award which honours campaigns that best demonstrate brand values and proven impact on social issues. 

Using an immersive rotating screen experience, the poignant video highlighted the character’s inner turmoil. The chaotic scenes simultaneously highlighted the importance of having a workplace that provides a dynamic environment while providing emotional support for its workers to thrive and get through life’s challenges.

Meanwhile, the Best Collaboration award, which celebrates the best strategic and creative collaboration between brands and YouTube Creators, was given to Orocan’s Ms. Hurt campaign. This features host and drag queen Paolo Ballesteros as the titular Ms. Hurt, bringing her audience to a vlog-style tour of her house and bags including the Orocan Ice Box.

The Best Storytelling award, which as the name suggests, lauds brands that are able to deliver a compelling story through their campaign, was snared by Union Bank of the Philippines’ Heaven. The bank featured a commercial where a man named Dante enters the underworld of inadequate bank practices, showcases all of Union Bank’s solutions, and creates a better banking experience for consumers. 

Jollibee’s much-talked-about Now Showing: Love for a Perfect Pair took home the Brand as Creator award, which is given to a campaign that best demonstrates brands as creators and strategically uses YouTube formats to tap into consumer trends and growing communities. 

The 36-minute short film was, in fact, a triumph for the beloved world-class Filipino fast-food chain as it heralded the return of the well-renowned love team, Bea Alonzo and John Lloyd Cruz. 

Last but not the least, rounding up this year’s awards is Diskartech’s Carabao which won The Challenger award, given to SME brands that were able “to do more with less.” The Carabao showed how easy it is to get loans from Diskartech by presenting it in a fantastical and humorous way via a person popping out of the backside of a carabao.

This year’s winners were determined by an esteemed jury composed of marketers, digital experts, directors, creatives, and content creators from all over the country.

Gabby Roxas, country marketing manager for Google Philippines and South Asia Frontier Markets, said, “This year’s YouTube Works journey showed us how brands took their storytelling a notch higher to engage with consumers as we move from the shadow of the pandemic.”

He added, “In addition, the return of YouTube Brandcast as an on-ground event after two long years feels great! We get to award each brand in-person and showcase YouTube Works as a celebration of what brands and agencies in the country can achieve with YouTube as their video platform.”

Meanwhile, Golda Roldan, CEO of Wunderman Thompson Philippines and head of the 2022 YouTube Works Awards jury, commented, “I believe that brand campaigns can always make a difference beyond business results. This year’s YouTube Works winners strategically used the platform in crafting creative, effective, and meaningful campaigns that will inspire the next generation of brand storytelling on YouTube,” 

To name a few, the jury included Angie Tijam-Tohid, executive creative director at Havas Ortega Group; Dan Villegas, director for TV and film; Digs Dimagiba, CMO and head of the Analytics, Brand, Communications & Marketing Technology (ABCMT) Group of Metrobank Philippine; and Dave Drilon, chief digital officer of total Publicis Groupe PH.

Singapore – Market measurement firm Nielsen has announced the incorporation of YouTube measurement in its Total Ad Ratings (TAR) solution across the Southeast Asian markets of Thailand, Indonesia and the Philippines. This provides deduplicated cross-platform metrics for campaigns that are served both on TV and digital.

Nielsen is providing cross-platform metrics on which media buyers and sellers can transact. This announcement will now allow advertisers to measure YouTube inventory in their cross-media campaigns in a total of seven markets globally — Indonesia, the Philippines, Thailand, Mexico, Italy, U.S. and France. 

TAR responds to the needs of advertisers wanting a more holistic view of their audiences, including YouTube, so they can understand the scale of the audience they’re able to reach through campaigns that are served both on TV and digital.

Arnaud Frade, head of commercial growth at Nielsen APAC, said, “In a fragmenting media landscape advertisers need independent cross-media metrics to optimise ad spends and enhance ROI while reaching the right audiences. This is an important milestone and investment toward our global Nielsen ONE strategy, underpinning a strong digital measurement capability which helps with the vision of a true cross-platform that measures across all screens.”

Meanwhile, Gaurav Kapur, managing director at Google, commented, “We are pleased that YouTube measurement within Nielsen’s Total Ads Rating solution is expanding to Indonesia, the Philippines, Thailand. We firmly believe independent measurement helps the industry better navigate an increasingly fragmented media landscape. With better tools from measurement partners like Nielsen, advertisers can be more strategic about their investments.” 

Manila, Philippines – Digital lifestyle network Summit Media has teamed up with content creator revenue accelerator Bent Pixels Asia (BPA) to expand the media group’s YouTube ad solutions, which includes monetising its pre-roll ad inventory for the YouTube channels of its online magazines.

This comes after Summit Media is currently foraying into growing its YouTube channels as their new digital direction.

Through this strategic partnership, BPA and Summit Media will offer advertisers ‘Reserved Media’ – an ad solution that allows advertisers to target Summit Media’s YouTube channels, and enables brands to exclusively run their pre-roll video ads for full share of voice roadblock for a given period of time, effectively owning Summit Media’s sought-after, quality audience and ad inventory on the platform.

Some of Summit Media’s YouTube channels including Esquire Philippines, Top Gear Philippines, Cosmo.ph, PEP.ph, Yummy, Preview, SPIN.ph and Spot.ph among others will be onboarded onto BPA’s network of premium YouTube creators. 

BPA is part of Hepmil Media Group, a leading technology-driven media network that owns PGAG, a local leading comedy content platform.

Lisa Gokongwei-Cheng, Summit Media President, said, “Summit Media is very excited to be a partner of Bent Pixels Asia to sell our YouTube inventory directly to advertisers. Both groups have always stood for innovation in a rapidly changing industry, and we look forward to helping our clients reach their goals together.”

Meanwhile, Erwin Razon, general manager of BPA, commented, “We are excited to offer brands the opportunity to reach the quality and premium audiences of Summit Media on YouTube through our Reserved Media Solutions. With the content expertise of both BPA and Summit combined, we will continue to grow the network’s reach on the platform to cater to larger audiences that will be valuable for brands to target with premium media buying opportunities.”

BPA will also provide YouTube channel development programs to Summit Media, including workshops, best practices, and tools to help them sustainably grow the reach and subscriber base of its brands’ channels and produce quality content to engage their audiences.