The Fight for Customers’ Attention: YouTube as an Advertising Platform

Abstract

The purpose of this research was to understand how to create successful video advertising on YouTube platform, as well as implement the key tools into practice. At first, advertising techniques were created for traditional media and explained by fundamental marketing theories. Due to the rapid growth of technologies, chronic advertising channels are switching broadcast direction to the Internet. Nowadays, significant advertising flow is held by Social Media, where YouTube keeps one of the highest positions. Previous studies cannot be rationally used in a new school of marketing thinking. That is why, the main objective of the research was to understand features of the platform and form the guide based on previous researchers.

The information for literature review was gathered from books, articles, newspapers, magazines and reports. For these studies, the combination of quantitative and qualitative research method was chosen. An online survey was utilized for quantitative data collection and included more than 730 participants. A qualitative method was implemented to measure the success of video advertising according to the formula with the use of combined data from YouTube Analytics and personal data from the questionnaire.

The author identified four keys taken as hypotheses and implemented the tools in practice with a video example. As a result, this thesis work can be used as an auxiliary material for creating an advertising campaign on YouTube.