4.1. There are a total of 17 categories for entry submissions and, subject to Section 4.4, there will be a total of 18 winners for the Contest, including the YouTube Ad of the Year 2018, which will be selected by the panel of judges from amongst all the finalists.
4.2. The Categories are:
4.2.1. Food and Beverage
4.2.2.Health and Nutrition (including pharmaceutical products/over-the-counter medicines)
4.2.3.Beauty and Personal Care (including services)
4.2.4. Financial Institutions and Services
4.2.5. Retail and Restaurants (including Fast Food Chains)
4.2.6. Technology, E-Commerce, and Telco
4.2.7. Travel, Transport, Automotive and Leisure
4.2.8. Media and Publications
4.2.9. Corporate Image and Public Sector
4.2.10. Charities and Non-Profit
4.2.11. Multi-Video Storytelling
4.2.12. Best in 5-second intro
4.2.13. Long-Form Storytelling (>1 minute duration)
4.2.14. 6-second Storytelling
4.2.15. Storytelling for Occasions
4.2.16. Format Innovation (Vogon, VR, 360, animation, interactive, etc)
4.2.17. Effectiveness (proven business results, brand metrics lift, sales lift, etc)
4.3. Google, at its sole discretion, will initially screen all entries and provide a shortlist for the consideration of the panel of judges, based on the following criteria:
4.3.1. Average view duration
4.3.2. Average view thru rate
4.3.3. Business Impact
4.4. The panel of judges will choose 3 finalists per category from the shortlisted entries based on the Judging Criteria. The panel of judges will then choose one winner per category based on the Judging Criteria. The panel of judges may consider the factors in Section 4.3 in choosing the finalists and eventual winners. The Judging Criteria are as follows:(“Judging Criteria”):
4.4.1. Does the entry have a strong story that elicits emotion?
4.4.2. Is the story universal; can people easily relate to it?
4.4.3. Do the first 5 seconds have a strong hook that encourages a full view?
4.4.4. Originality: Is it unique in its approach, style, perspective, etc?
4.4.5. Visually rich: Does it maximize the power of sight and motion?
4.4.6. Power of Sound: Does it maximize this element to embellish the story?
4.4.7. Characters: Does it leverage substantial personalities/creators in its storytelling?
4.4.8. Element of surprise: Does it have an unexpected turn?
4.4.9. Does the entry encourage unique-to-YouTube interactivity w/ viewers?
4.4.10. Was it able to tell the brand story conversationally with the viewers?
4.4.11. Does the entry compel the viewer to share or talk about it? The panel of judges, in its sole discretion and in consultation with Google, may decide: (a) not to choose finalist(s) and/or winner(s) for one or some categories set out in Section 4.2; and/or (b) to give special awards to one or some of the finalists.