The Effectiveness of YouTube as a Digital Advertising Platform
Vahedi, Daniel (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023102127796
https://urn.fi/URN:NBN:fi:amk-2023102127796
Tiivistelmä
YouTube has attained the status of one of the largest video streaming and search engines due to digitalization. Since the launch of the website, its audience has grown in substantial numbers. With this, organizations have also revealed their interest in using the platform as a method of reaching consumers, which in turn has led the platform to use different methods of reaching consumers with their ad format.
This study was conducted on the base of revealing the link between consumer behaviour and YouTube advertising methods. The aim was to research if there is an evident factor that triggers consumer behaviour and what are these stimuli. A qualitative approach with seven semi- structured interviews was conducted in search of the results. The respondents were interviewed on their knowledge and use of the platform to provide valuable information.
The results of this study revealed that viewers show a negative reaction toward the platform's vast ad formats but, still a minority of these ads fulfil their purpose of leading the viewer to complete its objective. While the result also displayed that the user's own characteristics are the major force of consumer behaviour, the importance of auditorial and visual stimuli are needed for the first steps of attracting viewers.
This study was conducted on the base of revealing the link between consumer behaviour and YouTube advertising methods. The aim was to research if there is an evident factor that triggers consumer behaviour and what are these stimuli. A qualitative approach with seven semi- structured interviews was conducted in search of the results. The respondents were interviewed on their knowledge and use of the platform to provide valuable information.
The results of this study revealed that viewers show a negative reaction toward the platform's vast ad formats but, still a minority of these ads fulfil their purpose of leading the viewer to complete its objective. While the result also displayed that the user's own characteristics are the major force of consumer behaviour, the importance of auditorial and visual stimuli are needed for the first steps of attracting viewers.