At the industry event “Unmissable: New Rules in the AI Era of Media,” Google and YouTube showcased how AI is reshaping the way brands connect with audiences, influence culture, and turn attention into measurable business impact. By combining the power of Google AI with YouTube’s unmatched reach and trust, the companies are helping marketers build brands that stand out—and stay unmissable—in the age of AI.
In this new era, Google and YouTube emphasized that the ultimate goal for digital marketers is achieving a state of Flow—a moment when viewers are fully immersed and deeply engaged with a brand and its content.
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Reaching that Flow state means moving beyond outdated metrics and embracing a mindset focused on deeper, more meaningful engagement. With the latest advancements in Google AI, YouTube is making that journey to Flow more attainable than ever—creating opportunities for brands to connect with their audiences with greater precision and impact.
Here’s how brands can achieve that Flow:
Connect: Capture quality attention
Instead of fighting for fleeting attention in a crowded digital landscape, the new rule is to own moments where the consumer’s mind is open and receptive.
It turns out that when viewers manage to get into that state of Flow, it almost always leads to them having the confidence to purchase and invest in your brand. Google found that viewers’ minds are more open during moments of genuine intent, in which they’re engaged and feeling more positive. In the Flow state, they are more likely to process the information being shown to them, leading to higher purchase confidence.
One of the best examples of this in action was McDonald’s Philippines, which took advantage of the Living Room Takeover to deliver their ads to Google TV splash screens to reach Filipinos making meal decisions, as well as the new YouTube pause ads to explore fresh and surprising ad space. These tactics led to an increase in average daily sales of 46% and search volume of brand terms by 35%.
Another great case study was that of vitamin supplement brand Myra which effectively used YouTube, especially through regional efforts outside Metro Manila, to drive and influence national business growth. Myra’s efforts resulted in a 2% lift in usage of its supplements nationwide, with a 5% increase in usage in the Visayas and a 7% increase of its share of business in the region.
Commerce: Cultivate the conviction that leads to purchase
The new approach to commerce is to use AI to shape the entire consumer journey, making a purchase inevitable rather than just fighting for the last click.
The report notes that 89% of surveyed respondents who used Google and YouTube in their shopping journey were satisfied with their purchase. This strategy focuses on building relationships with a massive, untapped audience who will be ready to buy in the future, especially since about 85% of sales still occur offline.
Chowking put this in practice by prioritizing YouTube first and leveraging the potential of Google Performance Max in their Oohlala Lauriat campaign, resulting in a spike of 138% in search interest and around 60% reach in the 25-44 demographic within six weeks. These numbers online directly translated to sales offline, proving the power of strategic online advertising with Google and YouTube.
Culture: Shape values that build whole communities
Google and YouTube recommend tapping into and engaging the distinct cultures, subcultures, and fandoms to drive interest and growth.
Creators and brands should rely on forging alliances with creators who have the trust of their communities. Kantar’s survey also finds that Filipino viewers rank YouTube as the #1 platform for watching creator content, outperforming all competitors. This is supported by other findings that 90% of Filipinos agree that YouTube has the most trusted creators.
YouTube’s AI also helps connect viewers to their passions, which helps sustain fandoms through longevity. As fans and viewers watch more content, even those that go back months and even years, these views trickle back to creators as they are rewarded financially for stoking the fires of culture and fandom with authenticity and passion over the long term.
On the brand side, personal hygiene brand Rexona maximized the culture aspect of Filipino viewers, successfully tapping into many Filipinos’ basketball fever with NBA player lookalikes and PBA legends. Through the use of Filipino values in the local passion for basketball and sports – as well as quintessential Pinoy-branded humor – in their video campaign, Rexona was able to stay on top of many people’s minds.
In addition to this, YouTube is now also showcasing partnerships with top sports channels in the country, such as the Premier Volleyball League, One Sports, and their newest affiliate: the highly popular UAAP, which is set to stream live on the platform this upcoming season. With these opportunities, brands and advertisers can now also capitalize on Filipinos’ love for sports.
The industry event is a timely guide for brands and creators looking to achieve lasting growth in a world where AI is rapidly reshaping how we connect, shop, and engage with media. It’s a call to action to move beyond surface-level metrics and invest in strategies that build true, authentic, and lasting value.
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