YouTube claims it delivers 2X higher ROI than TV in the Philippines

According to data presented by Google Philippines at The YouTube Works Awards 2026, online videos deliver double the ROI compared to linear TV.

YouTube Works Awards Philippines 2026

Good news for Philippine advertisers?

Google Philippines cites a meta-analysis conducted by Analytic Edge that YouTube online videos reportedly deliver double the return on investment (ROI) compared to linear TV for Philippine advertisers.

At the event, Google Philippines Country Manager Prep Palacios attributed this performance to consumer trust and ecosystem reach. Google reported that 8 out of 10 surveyed local viewers trust product recommendations from YouTube creators, positioning creator influence as the primary driver for viewer purchasing decisions.

To back its ROI metrics, Google highlighted three structural areas supporting platform engagement in the local market:

• Connected TV Reach - YouTube reported that 19 million Filipinos stream its content via Connected TVs (CTV) in their living rooms. At the same time, uploads of short-form video (YouTube Shorts) grew by over 90 percent year-over-year.
• AI Creator Tools - Google officially introduced YouTube Creator Partnerships in the country. The suite utilizes AI-driven search to assist brands in matching with creators' niche keywords and trends, enabling paid amplification via Creator Partnership Boost.
• Direct E-Commerce Integration - Pointing to survey data, Google noted high reliance on platform content for purchase intent - specifically instructional videos (95 percent), unboxings (89 percent), and product reviews (87 percent). Integrations like the YouTube Shopping affiliate program and Commerce Media Suite now allow direct linking from ads to e-commerce checkouts like Shopee and Lazada.

GCash Takes Best of the Philippines 2026 Awards

Illustrating the practical application of these features, fintech platform GCash secured the Best of the Philippines award for its GLoan with Free Health Insurance: Loan Song Syndrome campaign.

By combining localized humor and a distinct jingle with Google's automated conversion campaigns, the brand bypassed typical financial jargon, reporting significant performance metrics:

• +14.5 percent increase in daily active users
• +36.7 percent surge in daily loan disbursements
• +684 percent in search queries for 'Free Health Insurance'
• 95 percent lower customer acquisition costs compared to standard search baselines

List of 2026 YouTube Works Awards Philippines Winners

• Best of the Philippines - GCash - Universal McCann Philippines, Publicis Jimenez Basic
• The Big Bang - Del Monte Philippines - WPP Media, Dentsu HIIP Philippines
• Multiformat Storytelling - Jollibee - WPP Media Philippines, 72&Sunny
• Brands & Creators - Colgate Total - WPP Media, SOHO
• Masters of Media - GCash - Universal McCann Philippines, Publicis Jimenez Basic
• Best of Festive - Maggi Philippines - WPP Openmind, MRM

What do you guys think?