entries for the 11th annual shorty awards are open now enter!

11th Annual Shorty Awards Categories


See below for official categories. The early entry deadline is November 29th, 2018.

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media channels, campaigns, websites and applications.

From the 10th Annual Shorty Awards

VIVO View Tube

Gold Distinction in YouTube Partnership

About this entry

The objective was to attract the attention of attention-deficit Indian Millennial and get them to watch our ads.

Why does this entry deserve to win?

We moved away from the standard practice conducted by brands to disseminate regular TVCs or branded videos on YouTube.

We created ads that do not look like ads.

We turned YouTube into ViewTube.

With Google's new Director Mix Tool, we created not 1, not 10 or 100 but over 550 individual ads served to users with headlines that were dynamically composited to each ad depending on the keyword searched - all in real time.

To garner higher view-ability, we roping in Indian Millennial sensation - Ranveer Singh to star in them.

First, we monitored the trending and most popular categories and channels on YouTube such as Movies, Games, Beauty and so on for over 4 weeks.

We served the videos across TrueView, YouTube's skippable ads format.

For example, user searching for Tiger Zinda Hai Trailer were served an ad showing Ranveer Singh in a casual atmosphere with a tub of popcorn in hand talking about how the trailer needs to be watched in a V7 Full View Display. If a user searched for 'Swag Se Swagat', they were served with an ad that told them that the song is best heard on V7 Hi-Fi music.

This helped bringing in a high amount of relevance and context to the ads which play before watching the actual content he/she has the intent to watch for.

Results

We received some really interesting numbers:

More than 60MN Views ,

The Full video complete rate of 77.08%

An increase of 7.2% lift in Consideration, 8.5% lift in Purchase Intent ,11.6% lift in Brand Interest, 24.1% lift in Product Interest.

89% of viewers did not hit the skip button against an industry benchmark of only 26%

Media

Video for VIVO View Tube

Produced by

WATConsult, VIVO

Link

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Snapchat, Instagram, Twitch, TikTok, and the rest of the social web.

The Shorty Social Good Awards will be held November 15, 2018 in New York City