The Argentine Chamber of Advertisers (CAA) is preparing to celebrate the 2023 edition of the Good Ads Awards: an event that recognizes the most outstanding television and YouTube commercials for their effectiveness in generating impact, building brand value and increasing purchasing willingness among consumers.
On this occasion, the award ceremony to meet the winners takes place virtually this Tuesday, April 30, 2024. The broadcast begins at 3 p.m. and can be seen through Infobae.
“The Good Ads Award is considered ‘the voice of consumers’, since it does not require registration – all commercials that were broadcast during the year participate – and it does not have a jury, because it is the audience itself that determines the winners,” explains Philip Pérez, president of the CAA.
Furthermore, the professional highlights the importance of being positioned as a finalist in this contest: it represents a merit in itself, since it means that creativity managed to stand out among the hundreds of commercials that are scheduled during the different months of the year.
One aspect to consider has to do with the fact that the award is given to the different entities that participated in the winning commercials. That is, professionals from advertising companies, creative agencies and media agencies receive the statuette.
In the category of Good TV Ads Awardsrecognitions are decided through a meticulous evaluation process carried out by the consulting firm Ipsos. During the year, 2,400 online surveys are conducted to capture spontaneous recall of the ads by the public, which determines the monthly finalists.
Then, the cases are analyzed in depth to select the winners based on the ability they generated to capture people’s attention, be correctly attributed to the brands and generate a positive effect on purchase intention or value construction.
Meanwhile, the category of Good Digital Ads Awards uses the methodological support of Google through the YouTube Ads Leaderboard. There, the ads that manage to capture and retain the attention of the Argentine public are detected based on an algorithm that considers organic views, paid views, and audience retention.
As in the shortlist of competing TV ads, once the finalists are detected, the next step is to carry out an in-depth evaluation using a qualitative methodology provided by Ipsos.
In this year, the Good Ads Awards They award a total of 12 statuettes in the TV category and seven in the digital category. This includes from Platinum (highest award) to Gold, Silver and Bronze in various categories such as Goods and Services, Specials Brand Equity, and the Most Original Commercial. In addition, there are distinctions focused on the target audience such as men, women or young people.
Advertisers: Arredo, Banco Santander, Burger King, CCU, Cencosud, Cervecería y Maltería Quilmes, Coto, Danone, Diarco, Establecimiento Las Marías, Ford, Fratelli Branca Distilleries, Frávega, Genomma Lab, Grupo Arcor, Grupo Telecom, Grupo Telefónica, Haleon, Helacor , L’Oréal, Laboratorio Elea, McDonald’s, Mercado Libre, Mills, Mondelēz International, Mostaza, Motorola, Naranja , Volkswagen and YPF.
Creative agencies: ADN, BBDO, Becoming, Caniche, David, di Paola Latina, Don, Draftline, Exxia, Grey, GUT, La América, Lado C, LePub, Lucky Advertising, Media.Monks, Mercado McCann, Navemedia, Nro.3, TBWA, The Pool, Togetherwith, U-Studio, Vendaval, VMLY&R, Voltage, We Believers, WPP and Wunderman Thompson.
Media agencies: Advertise, Arena, Basso Brovelli, Dentsu, Digital Gurues, EssenceMediacom, Exxia, FG Medios, Havas, iBeauty, Ignis, Initiative, Midios, Naya, Password, PHD, Quiroga Medios, Spark, Starcom and Zenith.
