PROJECT REPORT

(Submitted for the Degree of B.com (general) under the Osmania University)

Title:
Advertisement through
YouTube
Submitted by
NAME: G [TEAM-A]
Roll :{ 001,003,004,006,007}
Supervised by
Dr. J.Ratna Prabhakar Sir
Name of the College:

GOVERNMENT CITY COLLEGE

Month & Year:
June 2021
 CHAPTER 1

INTRODUCTION

1.0 BACKGROUND OF THE STUDY

In our contemporary world, advertising serves as one of the media vehicle through
which any organization or potential buyers of goods and services and to form direct
communication of persuasion nature to existing customers or the generality of the
populate. In communication system (through whatever means can deliver its message to
recipient or receiver in a way and manner that the receiver will receive and perceive the
message. The word advertising is derived from the Latin word advertere and, it means
to turn people’s attention to specific thing”. Nothing definite can be said to how ad is
the method of advertisement. It was originally used to warn public against something
either drive or attract the public from something bad or good. It is presumed that the
first advertisement was sometime in the form of stencilled. Inscription which were
found on earthen bricks prepared by the Babylonians above three thousand years
before Christ. In the olden days, the advertisements were more passive and extremely
limited in scope. The earliest forms where signboards and writing on the walls of
prominent buildings. The art of printing further aided in the technique of advertising
through hand bills magazines and newspapers pamphlets and hand book, following
with that to this day of the modern world advertisements took over a new platform that
is the internet and social media where the advertisers place video ads pamphlets etc
between the activities of the people like between playing games watching videos and
posts etc.

In a free or capitalist economics, promotions play an important rule. This is creating

awareness for new product. This fact has been established by marketing experts. As a
tool, promotion can be used for not only creating product awareness but also in
estimating demand through a variety of techniques. The techniques are advertising,
personal selling, publicity and sales promotion. Firms can use any of these or a
combination of one or more to achieve their promotional goals, depending on the nature
of the product, the firm financial strength etc. Due to springing up of soap
manufacturing industries in recent years, with existing of the imperfect competition and
different brands in the soap market there is the need for effective advertising strategy
which will not only informs and persuade, but also remind the customers to maintain
the brand.
 Social media platforms play a major role in distributing a company’s messages to their
target audience. Since the digital platforms have become so prominent, a channel
selection has become an important area of study for marketers to determine the most
efficient and precise medium of communication to transmit a message (Shinnawy &
Marcus, 1997). The media richness theory argues that certain communication channels
are richer than others depending on the characteristics the channel possesses to convey
the information, especially the feedback and the cues the medium can provide (Dennis
& Kinney, 1998). The theory has mostly been tested within the realm of traditional
forms of communication such as face-toface conversations, emails, and so forth (Dennis
& Kinney, 1998; Otondo, Scotter, Allen & Palvia, 2008); therefore, most of the research
has been focused on traditional media. When applied to the emerging media channels,
the theory has only been applied to social media in the workspace (Lo & Lie, 2008;
Shinnawy & Marcus, 1997) opening up the opportunity to examine its applicability on
social media targeted at individuals. This study, drawing on existing research of
advertisements on social media and guided by the media richness theory, investigates
how YouTube users, when exposed to advertisements, respond to feedback and multiple
cues embedded in the video. Studies (Calder, Malhouse, & Schaedel, 2009; Coursaris,
Osch, & Balogh, 2016; Li & Lo, 2014) focusing on social media advertising effectiveness
have argued that consumer engagement and advertising effectiveness are linked.
Calder, Malhouse, and Schaedel (2009) state that the interaction the user has with the
site where the advertisement was placed, and the brand recognition does determine
advertising effectiveness. At the same time, Li and Lo (2014) and Coursaris, Osch and
Balogh (2016) argue that the amount of time the viewer spends on the ad will increase
brand or product recognition, therefore, making the message more effective.

Abstract
Social media have become an important platform for companies to connect with their
target audience and make an impression. With the rise of digital platforms, effectiveness
of advertisements has become an important area of study for marketers to determine
the most efficient and appropriate medium of communication to place their
advertisements. Drawing on the media richness theory framework, this study
investigates YouTube advertising effectiveness based on the multiplicity of cues in the
videos and the possible feedback channels offered by the platform. Using a cross-
sectional survey method, participants from the Dominican Republic (n = 109) and the
United States (n = 112) were recruited to fill-out a questionnaire asking for their
opinions about how they connect with YouTube advertisements and what cues were
crucial for them to understand, relate, or react to the message in the video. A significant
relationship was found between race/ethnicity and education of participants and their
preferences for cues needed to make a successful advertisement. The results also showed
that feedback option on YouTube is not considered important for engagement with the
brand.
Theoretical Perspective
The media richness theory (Daft & Lengel, 1986) defines different communication
media as possessing specific characteristics that determine its ability to carry
information, ranging from low (or lean) to high (or full) richness (Smith, 2014). The
theory argues that all communication channels vary in their ability to enable
individuals to communicate and to change the understanding of the messages; this
knowledge is understood as a medium’s richness. The media richness theory “places all
communication media on a continuous scale based on their ability to communicate a
complex message” (Carlson & Zmud, 1999, p.55). The communications channels that
can adequately clarify or transmit a message are considered to be rich mediums,
therefore, are higher on the scale. On the other hand, the communication channels that
lead the receiver of the message to require more time to decode the message transmitted
are considered less rich, therefore, lower on the scale.

The media richness theory is mostly focused on two criterias: multiplicity of cues and
immediacy of feedback. The multiplicity of cues is a crucial factor for a communication
channel; this refers to the multiple ways a message can be communicated, such as with
nonverbal cues like facial expressions and verbal cues such as tone of voice (Dennis &
Kinney, 1998). The more cues a communication medium can provide and the receiver
perceive, the richer the medium is considered. “When verbal or nonverbal cues are
removed, it can take longer and be more difficult to fully understand a message”
(Dennis & Kinney, 1998, p. 260). The immediacy of feedback refers to the options the
medium gives the user to obtain or provide immediate feedback. The lack of immediate
feedback can reduce the accuracy of a communication and can take longer for the
receiver to complete the task or purpose of the message fully. “Feedback is important to
the speed and effectiveness of communication because it enables the sender to recognize
the extent to which the receiver understands the message and to adjust the message
presentation accordingly” (Dennis & Kinney, 1998, p. 260).

The channel selection that enables both of these options is considered to be the richer
medium. One of the main reasons individuals select a communication medium to deliver
or receive a message is to reduce Equivocality or any possible misinterpretations. If a
message is ambiguous or unclear, it becomes a harder task for the receiver to decode the
information. “The more equivocal a message, the more cues and data are needed to
interpret it correctly” (Dennis &Valacich, 1999, p. 4). The further interpretation the
consumer has to partake, and the more cues needed that the medium does not provide,
the leaner or less rich the channel selection is considered.

1.1 STATEMENT OF PROBLEM

The basic problem for research is to justify the effectiveness or impact of advertising to
adopt make sales especially during the introductory stage and why is it that during
introductory stage of the product life cycle a new product dies not reaching the growth
or maturity stage. What method(s) of advertising are to be applied and whether those
 methods are actually effective enough to achieve the desired goals. Over the years,
many organizations seem to believe that once goods or services are produced; there is
ready market for such goods and services. As they do not seem to recognize or
appreciate the place or role of advertising towards achievement of their organizational
profit or sales objectives.

1.2. SIGNIFICANCE OF THE STUDY

This project will be of importance to the (NASCO)company limited in adopting a more
effective way of advertising to take care of uncertainly in the future which is likely to
occur in the industry especially in marketing new product entrance. The finding of the
study will also be of immense benefit to other companies who may wish to carry out
further research work on how new platforms of advertising can be used when a new
product is introduce into the market. The finding will be useful to the marketing
department of Kaduna polytechnic who may be interested in researching further into
advertising new product or services and final year student in particular who will
graduate and go into business world to face problem in the advertising system of the
organizations, the student may find themselves.

1.3 SCOPE OF STUDY

The study is concerns with YouTube advertising as a promotional tool for marketing
new product, Brands advertise on YouTube because it’s the world’s second most popular
website, drawing 2 billion logged-in visitors a month. This study also serves as my thesis to
complete my degree [B.com (gen)] and also can be used by the YouTube administrators as an
evaluation for betterment of their advertising

1.4 LIMITATION OF THE STUDY

The scope of the research is limited by factors inherent in our environment such as
finance, time and attitude of respondents. The limitations encountered in the course of
the investigation are listed below. It is evidently clear that things are very difficult in
these days due to ongoing pandemic. This problem becomes more apparent due to the
high cost of transportation, a considerable increase in price of writing, typing and
binding material at the time of writing this project in due time. The researcher had
struggle in between lecture period and data collection. As a result of this, some places
which were to be visited were abandoned. The attitude of some consumers or customers
who could not, fill the questionnaire correctly and even some did not return the
questionnaire at all. Also attitude of the administrative marketing manager of YouTube
 towards answering questions. There was the suspicion that information revealed could
be used to the detriment of the company, or could be revealed to competitors despite the
assurance from the researcher that all information provided will be treated with utmost
secrecy.

1.5 STATEMENT OF HYPOTHESIS

For the purpose of this study the following hypothesis have been formulated;

H0: Advertising is insignificant in the new product development and marketing process
especially in NASCO groups of companies, Jos.

H1: Advertising is significant in the new product development and marketing process
especially in NASCO groups of companies Jos.

1.6 DEFINITION OF TERMS

Marketing: The management process responsible for identifying, anticipating and
satisfying customer’s requirement profitable.

Product: Product is anything that can be offered to market for attention, acquisition or
consumption, it includes physical objects, services, personalities, places, organization
and ideas.

Proportional tool: Are the various methods of proportion that a company can adopt.
Such as advertising, personal selling, sales promotion, public relations and publicity.

Advertising: This is a form of paid public announcement intended to promote the sale
of commodity or services or to bring about some other effects desired by adviser. It is
essentially a form of communication through such diverse media as handbills,
newspapers, letters and radio television broadcast.

Market share: is a firm percentage of the industry’s total sales.

Invocation: a new approach or concept in the, production cycle frequency involving the
use of invention practiced task.

Product life cycle: Is an attempt to recognize district stages in the sales history of the
marketing of a product that begins with commercialization and end with, removal from
the market.

Modification: Any adjustment of an existing product settle and colour or model any
product improvement or brand change.
Media mass: Communication channel through which a message is passed across to the
audience for example, television, radio, magazine etc.

Personal selling: The process of making oral commercial representation during buying
or selling interview or services.

Marketing strategy: This is the marketing logic by which the business units expect to
achieve the marketing objectives.

Sales promotion: It has been destined as a short term incentive to encourage purchase
or sales of product or services.

1.7 OBJECTIVES OF THE STUDY

In the journey of entrepreneurship , there must be a study to ascertain its
success. If that is a general and acceptance principle the researcher also has
some reasons in going into the study under consideration. In view of fact,
this study is carried to achieve the following objectives.

1. To examine the significance of advertisement through YouTube as it

effects the development introduction and growth of new product in the
market place with more public as it’s audience.

2. To access the degree of the effect of virtual (through

YouTube)advertising on new product performance in comprise with
competitive product in the market place.

3. To determine the degree of association that exist between the advertising

expenditure through different modes of advertising, and the annual
turnover/profit.

4. To discuss the importance of social media in general and YouTube in

particular.

5. To discuss the modern marketing methods in the light of the pandemic.

6. To analyze the perception with regard to advertisement being telecasted

in social media.

7. To propose suggestions to improve so as to improve the an appropriate

position from the study.
 1.8 RESEARCH DESIGN
I. Nature of the Study:
The nature of this study is theoretical , The media richness theory (Daft & Lengel,
1986) defines different communication media as possessing specific characteristics that
determine its ability to carry information, ranging from low (or lean) to high (or full)
richness (Smith, 2014). The theory argues that all communication channels vary in their
ability to enable individuals to communicate and to change the understanding of the
messages; this knowledge is understood as a medium’s richness. The media richness
theory “places all communication media on a continuous scale based on their ability to
communicate a complex message” (Carlson & Zmud, 1999, p.55). The communication
channels that can adequately clarify or transmit a message are considered to be rich
mediums, therefore, are higher on the scale The media richness theory is mostly focused
on two criterias: multiplicity of cues and immediacy of feedback. The multiplicity of
cues is a crucial factor for a communication channel; this refers to the multiple ways a
message can be communicated, such as with nonverbal cues like facial expressions and
verbal cues such as tone of voice.

II. The purpose of the study:

The study found that communication needs have not changed with the evolution of new
media. Mass media was found to be used for informational and leisure purposes and
mediated interpersonal technologies were used for personal experiences such as
relationship formation, problem-solving, and persuasion purposes. The study found ten
needs that new media satisfies which were information, learning, play, entertainment,
persuasion, social bonding, relationship formation and maintenance, problem-solving,
status, and insight. This study supports the fact that individuals select communication
channels based on their ability to satisfy needs, therefore, their ability to convey the
information.

III. The location where the study would be conducted:

Though the intention was to conduct the study in the college library referring all the
related data, that was not possible due to the current situation of ongoing pandemic and
had to stay at our homes relying on the internet to collect all of the data and
geographically the homes of all the members in our group comes under Telangana,
Hyderabad

IV. Nature of the data required:

The nature of the data required is practical as well as theoretical as we are going to
collect all the theoretical data through the internet and practically through schedules
and questionnaires which will help us in the complete understanding of the study.
V. Source of the study:
The main source of this study is the internet then expertise of our lecturers and also the
information and data collected from the general public through the surveys conducted
online.

VI. Time period covered by the study:

The study covers the present time period including the time period when the
advertisements on YouTube started in other words it covers the complete period of the
topic we are dealing with.

VII. Sample design that would be used:

In the following study we are going to undergo the stratified sampling design which
involves dividing the data into subgroups that may differ in important ways, it allows
you to draw more precise conclusions by enduring that every subgroup is properly
represented in the sample.

VIII. The type of data analysis used:

The type of data analysis used in the following study is the “Cohort analysis” which is
the subset of behavioural analytics that takes the data from a given dataset and rather
than looking at all users as one unit it breaks them into related groups or experiences
within a defined time-span.

IX. Manner of the report:

The report that is to be presented after this study will be a written report might include
graphic report and oral reporting as well for better elaboration.
TOOLS AND TECHNIQUES USED
➢ INTERNET
➢ GOOGLE SEARCH ENGINE
➢ SCHEDULES AND QUESTIONIRES
➢ PAST REPORT REFERENCES
➢ EXTERPISE FROM PROFESSORS
➢ MICROSOFT WORD 2007
➢ WHATSAPP
➢ ZOOM
➢ PERSONAL COMPUTERS
➢ SMARTPHONES
➢ PRINTERS FOR PRINTOUTS
 CHAPTER 2

CONCEPTUAL FRAMEWORK OF THE

STUDY.

Through virtual • More

ADVERTISING platforms (like media
YouTube , Instagram coverage
etc) • Effective
advertising
• Less cost
• Easy
process etc

As the second most popular search engine worldwide, YouTube is one of the most powerful
platforms for businesses trying to capture customers’ attention.

With nearly two billion users logging in every month, the platform has tremendous capacity
for helping brands attract new audiences and establish a loyal following. Given how vital
YouTube has become to a successful digital strategy, it’s surprising to remember that
advertising on the platform started only a decade ago. YouTube is one of the best options for
creating a cost-effective advertising campaign:

Average CPV: $0.026 (Cost-Per-View)

Average view rate: 31.9%

Average view CTR: 0.514% (Click-through rate)

History of YouTube Ads

With the debut of Participatory Ads and Brand Channels in 2006, YouTube began offering
businesses the chance to reach a wider audience than ever before. More developments
quickly followed, like the launch of overlay In Video Ads and the expansion of Homepage ad
formats from one to seven.

Over the years, more and more ad options and tools have been developed to make creating
advertising campaigns on the platform both easier and more customizable. YouTube can be a
profitable advertising tool if you are willing to take the plunge.

Start your YouTube journey today so you can start reaping the benefits that the platform can
bring.

Benefits of Advertising on YouTube

There are many benefits to advertising on YouTube—from targeting and customization
capabilities to measurability and affordability—but the most important benefit is actually the
simplest: Reach. After all, what good would a billboard do if the road it’s on doesn’t get any
traffic?

Let’s walk through exactly what YouTube advertising can do for your
brand.

1. Expand your digital reach.

Along with the almost two billion YouTube account holders who visit the website
monthly, there is a vast, unregistered group of YouTube users who contribute to the
platform’s approximately five billion daily video views.

With each video view there is the potential to expose your ad to someone who could be
interested in what your business offers.

With YouTube Ads, the bigger the net you cast, the more potential customers you can
connect with. People who would be interested in your products will probably come from
all walks of life. Taking the time to consider the multiple different customer
demographics that your ads on YouTube would serve well is the best way to capitalize on
this advertising platform.

2. Find customers with advanced targeting.

Besides basic identifying information like age, gender, and geographic location, what
other recognizable characteristics do your current customers have With YouTube Ads
you have the capability to target videos by Topic, Category, and Keyword. In doing so,
you can increase the likelihood that the audience finds your ad to be relevant.
Additionally, with Placement Targeting, you can identify specific YouTube pages you
want your ads to appear on. Utilizing targeting features like these make it much easier to
ensure your ads get in front of the right customers at the right times. In addition to letting
businesses narrow in on their intended audience, YouTube Advertising grants a certain
level of customizability that allows the advertisements to be more personalized than
Search Ads.

YouTube Targeting Options 01

YouTube Targeting Options 02

As an added bonus, these video ads give businesses the capacity to be as creative as
they’d like and let their voices be heard. Due to the many different types of YouTube Ads
(more on those later), businesses have the ability to choose the formats that best help
them achieve their goals.

3. Customize ads to meet your goals.

Unlike Search and Shopping Ads, which need to follow strict guidelines in order to be
eligible to run, YouTube Ads give businesses more freedom in choosing their advertising
approach. Brands can use the platform to tell stories about themselves and their
customers, share valuable information, explain their products, and more. This wide range
of possibilities truly makes YouTube one of the most dynamic and flexible advertising
platforms out there. Given the platform’s advertising capabilities, it’s surprisingly
affordable for businesses of all sizes .If you’re concerned that YouTube Ads will take a
large chunk out of your advertising or marketing budget, you should take a closer look at
the fine details. YouTube’s Advertising Cost the cost will vary based on your audience
targeting, your marketing goals, and your video.

According to Penna Powers, the estimated costs are:

In-Display Ads: $0.30 Average Cost-per-View (CPV).

In-Search: $0.10 Average Cost-per-View (CPV).

4. Run cost-effective campaigns

You don’t necessarily need a fancy camera or the assistance of a creative agency to create your
ads. YouTube put together this handy guide to help businesses prepare, shoot, and edit video ads
all on a Smartphone.

A typical ad view generally runs between $0.05 and $0.10, which is low compared to the cost of
some keywords on the Search Network, which can run for $50 per-click or more. And not only
are video views themselves relatively cheap, but, as with PPC ads, advertisers only pay when
users choose to engage with the ads.
 Even compared to Search ads, YouTube has an affordability advantage. Because whereas Search
ads count a quick click of a button as engagement, the TrueView ad format only counts sustained
viewing as engagement.

This means you never pay for people who see your ad but quickly skip it.

It really couldn’t be easier to keep track of your budget and measure the success of your
YouTube Ads.

By checking your Google Ads account, you can track views and costs, and get an idea if you’re
reaching the right audience.

5. Measure your ads’ success.

Under the Analytics tab in your YouTube account you can learn more about the people who’ve
viewed your ads. Digging into this data can provide you invaluable insight into how well your ads
are really doing.

Which ads your customers are watching

How long they watch them.

At exactly what points they disengage. You can also use the Analytics tab to help you determine
which of the many ad formats are performing best.

Since its launch in 2005 and acquisition by Google a year later, YouTube has grown from a
repository of amateur videos into the biggest online video platform worldwide. Featuring a wide
variety of corporate and user-generated content that ranges from music and gaming videos to
DIY’s and educational clips, the video giant is now a leading online destination for millions of
users from around the world. In the United States, YouTube saw a reach of around 74 percent in
2020, and its mobile versions are enjoying similar success globally. The YouTube Music app was
downloaded over 5.2 million times from the Google Play Store and nearly 1.5 million times from
the Apple App Store in 2021, making it the world’s leading music app.

YouTube usage
As of 2020, there was an estimate of 2.1 billion YouTube users worldwide. The streaming service
is particularly popular with younger internet users, who sometimes even access the platform
several times a day to entertain themselves or follow up on the latest news. In 2019, global user
spending in the YouTube app amounted to over 562 million U.S. dollars, and while app download
and usage are free, users can purchase additional in-app content like movies or TV shows.

Videos on YouTube
In August 2020, more than 500 hours of video were uploaded to YouTube every minute,
reflecting the increased appetite for digital video content among internet users. Videos
categorized as entertainment, music, people and blogs accumulated the highest shares of views,
and it is user-generated content that has created some of the biggest internet buzz in recent years.
Having started as a platform for original content, YouTube launched a new creative class of
content producers who draw huge audiences to the screen and have subsequently become
celebrities themselves. Swedish gamer PewDiePie, for example, has become a key YouTube
figure and has amassed 103 million subscribers by 2020. YouTube’s other main avenue is
corporate media content such as official music videos, which can go viral within a matter of hours
and reach 100 million views in less than two days, as was the case with BTS in 2019. As of 2021,
Korean children’s song “Baby Shark” is the most-viewed YouTube video of all time, with over
7.9 billion streams

Advertising
Seeing these viewership figures, it comes as no surprise that YouTube has become not only a
springboard for influencers but also a powerful money-making tool for Google and its parent
company Alphabet. In 2020, YouTube generated global advertising revenues of close to 19.8
million U.S. dollars and thereby accounted for approximately 10.9 percent of Google’s total
annual revenue. Looking to profit from the platform’s massive audience, companies and brands
like LEGO, Vat19, or Coca-Cola have started uploading video content on their respective brand
channels. In the United States, Apple, TurboTax, and Expedia are among the leading YouTube
advertisers in terms of impressions, launching pre-roll (Skippable) videos, display ads, or other
popular formats. While advertising on YouTube is more expensive compared to other social
media platforms, it certainly pays off, which is why marketers expect an increase in usage of
YouTube for advertising purposes in the following years. This text provides general information.
Statista assumes no liability for the information given being complete or correct. Due to varying
update cycles, statistics can display more up-to-date data than referenced in the text.

Total online industry players

Leading Android music apps worldwide 2021, by downloads Published

by Statista Research Department, Jun 10, 2021
In May 2021, Spotify was the most-downloaded music and audio app in the Google Play Store
worldwide. The streaming service generated nearly 8.83 million downloads from Android users.
Resso was the second-most popular music and audio app with approximately 6.87 million
downloads from global users.

Leading music and audio apps in the Google Play Store worldwide in May 2021, by number of
downloads (in millions).
Table:
Column chart:
Characteristic NO.OF DOWNLOADS
IN MILLIONS

Spotify: Listen to podcasts & find music 8.84

you love
Resso 6.87
StarMaker: Sing free Karaoke, Record 5.08
music videos
YouTube Music - Stream Songs & Music Videos 5.03
Shazam: Discover songs & lyrics in 5.01
seconds
Music Player & MP3 Player 2.78
- Lark Player
SoundCloud - Play Music, Podcasts & New 2.49
Songs
Music Player - MP3 Player, Audio Player 2.24
Samsung Music 2.22
FL Studio Mobile 2.17

Social media platforms used by marketers worldwide 2020.

Published by Statista Research Department, Jan 14, 2021.

As of January 2020, Facebook was the most commonly used social media platform among
marketers worldwide. According to a global survey, 94 percent of responding social media
marketers used the network to promote their business, while another 76 percent did so via
Instagram.

What are the benefits of social media marketing?

Over the past few years, social media marketing has become one of the most popular and
successful forms of digital marketing. Thanks to the massive user bases of networks like
Facebook and Instagram, advertisers can reach billions of potential customers at the click of a
mouse. Among the many benefits of using social media platforms for business purposes, industry
professionals particularly value the increased exposure for their brands and products, as well as
the increased traffic on their websites.

Facebook remains the most important social media platform for many marketers with an active
user count of close to 2.5 billion; Facebook is the most popular social network worldwide.
Therefore, the market leader also remains the most important social media platform among
marketers on the B2B and B2C spectrum. However, as the social media landscape is quickly
evolving and new players are fighting for attention from audiences and marketers alike, Facebook
is facing increasing competition. With Instagram and YouTube gaining momentum, many
advertisers are planning to reduce their activity on Facebook in the future.
Most popular product brands on Facebook 2020 Published by H.
Tankovska, Jan 27, 2021
Coca-Cola is one of the most recognizable brands worldwide, which in this case translates to
almost 107 million Facebook followers. Due to its global reach, advertisers and marketers have
recognized Facebook’s potential as a marketing tool to reach new and existing customers and as a
result have come up with new and innovative ways of connecting with their target audiences.

Product brands with the most Facebook fans as of June 2020(in millions)

Characteristic Fans in millions

Facebook 214.62
Samsung 159.82
Coca-Cola 106.96
YouTube 84.35
McDonald's 79.85
Candy Crush Saga 71.48
Criminal case 65.79
Texas holdEm poker 63.57
Netflix 63.46
Instagram 60.26

Benefits of social media marketing worldwide 2020.

Published by Statista Research Department, Jan 14, 2021.

Increased exposure is the most commonly cited advantage of using social media for marketing
purposes among global industry professionals. This is unsurprising given the huge appeal of
having billions of active users as a potential advertising audience. Improved traffic, lead
generation and growing fan loyalty are further reasons why marketers see value in employing
social networks in their campaigns. Facebook, Instagram and Twitter are the top three most used
social platforms among global marketers.

How are social media networks used for marketing?

The industry is mostly divided between those who have been using social media marketing for
longer than five years and those who have been doing so for less than 12 months. Yet both
veterans and rookies know that the approach to social media marketing might be either passive or
active. The former is based on user-generated content and allows the flow of natural
communication among existing and prospective customers to serve as organic advertising. The
active approach, however, requires deliberate employment of tactics and/or teams focused on
creating and executing actual marketing campaigns. Within this scope, influencer marketing was
born and is proving more and more effective as customers look for knowledgeable, authentic and
honest advertising.

Most influential communication platforms according to global PR professionals 2019 Published

by A. Guttmann, Oct 14, 2019 during a 2019
 survey of global PR professionals, it was found that 48 percent of respondents believed YouTube
would contribute the most to enhancing the effectiveness of PR communications in the next five
years, followed by Instagram and Google.

Leading digital communication platforms believed to enhance future communications according

to public relations (PR) agency professionals worldwide as of February 2019.

What is the most subscribed YouTube channel?

Indian music network T-Series had the most YouTube subscribers in the world in May 2021, with
183 million users following the channel. YouTube Movies ranked second with roughly 137
million subscribers.

How many hours of video are uploaded to Youtube every minute?

YouTube was launched in 2005 as a platform for sharing user-generated videos such as vlogs,
tutorials, or original series. The site grew rapidly and reportedly had 100 million video views per
day and more than 65 thousand daily uploads only a year later. As of May 2019, more than 500
hours of video were uploaded to YouTube every minute; up from a mere 24 hours of content
uploads per minute in 2010. People & blogs followed by gaming were the most popular content
categories for video upload, accounting for approximately a third of total YouTube content each.

YouTube Partner Program

In the fourth quarter of 2020, YouTube’s ad revenue amounted to nearly seven billion U.S.
dollars. Through its Partner Program, YouTube also rewards uploaders of popular videos with a
share of the advertising revenues the content generates. This paired with the fact that many users
of the video sharing platform tend to have favourite channels that they revisit regularly, has given
rise to another phenomenon: YouTube celebrities. Although some of these well-known figures
were discovered on the website but then carved a successful career outside of YouTube, for many
others the site is their primary platform for delivering content and staying in contact with fans, all
while signing lucrative deals or promotional partnerships. Highest earning YouTubers

As of May 2021, one of the top ten most popular YouTube channels by number of subscribers
was YouTubers primarily known for their work on the platform: PewDiePie. Due to the high
number of subscribers and even higher number of views, these out-of-the-box stars not only have
millions of fans, but also considerable earnings from their YouTube activities. The ranking of the
highest-earning YouTube celebrities include makeup artist Jeffree Star and various gaming
content YouTubers. In June 2020, the highest annual earner among all YouTubers was Ryan Kaji
from Ryan's World (formerly known as ToysReview), an eight-year-old who reviews and plays
with toys.
Most popular YouTube channels as of May 2021, ranked by number of subscribers (in millions)

Characteristic Number of subscribers in millions

T-Series 183
YouTube Movies 137
Music 115 115
Cocomelon - Nursery Rhymes 112
PewDiePie 110
SET India 105
Gaming 89.2
Kids Diana Show 79.1
WWE 77.6
Sports 75

Instagram Ads
Instagram has more than 1 billion active monthly users. This platform offers your business a
significant opportunity to communicate with leads interested in your products or services. You
can reach even more leads and grow your business by using Instagram Ads

. But how much do Instagram Ads cost?

Instagram Ads cost depends on your bidding model, such as cost-per-click (CPC) or cost-per-
impression (CPM).

Typically companies on average pay $0.50 to $1 per click. In highly competitive industries, for
example, apparel, you’ll pay more. The cost of Instagram ads may go up to $3.00 per click.

Instagram Ads is still new to some companies that deal with social media ads, so we want to help
give your company some strategic tactics. If you’d like to learn more about Instagram ads,

How it compares to Facebook ads, how the cost is determined,

How Much Does Instagram Ads Cost?

One of the most pressing questions from advertisers who are interested in Instagram advertising is
on Instagram how much does a click or conversion cost?

AdEspresso found that the Instagram average cost-per-click is $0.80.

On average cost-per-click Instagram ads are between $0.70 and $1.00. There are however many
elements that affect the cost of your Instagram ads.

The cost of Instagram ads ultimately comes down to the audience you are targeting that’s why
knowing your Instagram demographics is so critical. Most Instagram users are under 50. The
following image shows the average cost per click (CPC) for Instagram ads in 2017 across all age
ranges goes from $0.70 to $0.80, according to AdEspresso. Also, it highlights that the highest
CPC age groups are 18-24, 25-34, and 35-44-year-olds.
Snapchat Ads
Snapchat is a camera and messaging app that connects people to their friends and the world. With
Snapchat Ads, advertisers are able to reach a global audience and drive meaningful results.

Easily create and manage ads

Snapchat’s self-serve advertising platform, Ads Manager, allows you to create ads, launch
campaigns, monitor performance, and optimize towards your goals - all in one place.

Reach the audience that matters most to you

Target the Snapchat Generation based on their interests, behaviours, location, and more. Connect
with the people who are driving new behaviours and values that are changing the world. On
average, 280 million people use Snapchat every day.

Snapchat reaches 75% of millennials and Gen Z. On average, Snapchatters spend over 30
minutes on Snapchat every day. Launch ads with just $5 a day

Advertise on Snapchat with as little as $5 a day. Our low daily minimum spends requirement
means you can test, learn, and optimize campaigns on a budget.

How Twitter Ads work

We want to show you ads that you find interesting and useful. Here's an overview of how Twitter
Ads work, why you see certain ads, your privacy settings, and other options.

What are Twitter Ads?

You may see different kinds of ads on Twitter, including Promoted Ads, Follower Ads, and
Trend Takeover. We may show these ads to you when you are logged in or logged out of Twitter.
They are clearly marked with a “Promoted” icon. You can interact with most promoted content in
much the same way as organic content. If you follow, like, or Retweet content on Twitter,
including promoted content, your followers may see your name associated with that content.

Why you see certain Twitter Ads

Your activity on Twitter, the information you provide to Twitter, and our relationships
with ad partners all help make promoted content more relevant for you.

When you use Twitter to follow, Tweet, search, view, or interact with Tweets or Twitter
accounts, we may use these actions to customize Twitter Ads for you. For example, if you
search for a specific term, we may show you promoted content related to that topic. We
also might customize ads using other information about you, such as your profile
information; your mobile device location (if location features are turned on); your IP
address; or the apps installed on your device. This helps us show you local ads and other
ads that you might prefer.
Twitter may also personalize ads based on information that Twitter and our affiliates
collect and that our ad partners share with us, such as a hashed email address, a mobile
device identifier, or browser-related information (a browser cookie ID).

This helps Twitter display ads about things you’ve already shown interest in from brands
and businesses that you may like. For example, you could receive a Promoted Ad about a
deal or promotion from a business whose website you frequent, or email newsletter you
subscribe to. You could also see this business as a Follower Ad in one of your "Who to
Follow" suggestions. Learn more about your privacy controls for personalized ads.

Twitter advertising costs

Compared to social media networks like Facebook and LinkedIn, Twitter features a
smaller user base. The social media platform has more than 255 million users, which is
why many businesses use Twitter’s advertising services.

A summary of average Twitter advertising costs for a complete look at how much advertising on
Twitter costs, check out the table below:

Twitter advertising: Bidding options

If you advertise on Twitter, you can access five different bidding options:
Cost-per-click (CPC): CPC allows you to pay for every click on your Twitter ad.

Cost-per-thousand-impressions (CPM): CPM lets you pay for every 1000 impressions on your
Twitter ad.

Cost-per-engagement (CPE): With CPE, you pay when someone interacts with your Twitter ad.
Cost-per-follow (CPF): With CPF, you pay when someone uses your ad to follow your business.
Cost-per-download (CPD): With, you pay when someone downloads something, like an app.

LinkedIn advertising costs

As the leading professional social media network (it features more than 590 million members),
LinkedIn is a useful lead generation platform for business-to-business (B2B) organizations and
companies looking for top talent.

A summary of average LinkedIn advertising costs

Looking to use LinkedIn for your business? Here is an overview of LinkedIn advertising costs:

LinkedIn Advertising Costs

LinkedIn advertising: Bidding options

When you advertise on LinkedIn, you can use three types of bids:

Cost-per-click (CPC): With CPC, you pay only when someone clicks on your LinkedIn ad.

Cost-per-thousand-impressions (CPM): With CPM, you only pay when 1000 people see your
LinkedIn ad.

Cost-per-send (CPS): With CPS, you pay every time you send a sponsored email to a user. Cost-
per-open (CPO): With CPO, you pay every time someone opens your sponsored email.

In-game advertising (IGA) is advertising in electronic games. IGA differs from advergames,
which refers to games specifically made to advertise a product. The IGA industry is large and
growing.

IN GAME ADVERTISING
In-game advertising generated $34 million in 2004, $56 million in 2005, $80 million in 2006, and
$295 million in 2007. In 2009, spending on IGA was estimated to reach $699 million USD, $1
billion by 2014 and according to Forbes is anticipated to grow to $7.2 billion by 2016.

The earliest known IGA was the 1978 computer game Adventure land, which inserted a self-
promotional advertisement for its next game, Pirate Adventure.

IGA can be integrated into the game either through a display in the background, such as an in-
game billboard or a commercial during the pause created when a game loads, or highly integrated
within the game so that the advertised product is necessary to complete part of the game or is
featured prominently within cut scenes. Due to the custom programming required, dynamic
advertising is usually presented in the background; static advertisements can appear as either. One
of the advantages of IGA over traditional advertisements is that consumers are less likely to
multitask with other media while playing a game; however, some attention is still divided
between the game play, controls, and the advertisement.

Static in-game advertising

Similar to product placement in the film industry, static IGAs cannot be changed after they are
programmed directly into the game (unless it's completely online). However, unlike product
placement in traditional media, IGA allows gamers to interact with the virtual product. For
example, Splinter Cell has required the use of in-game Sony Ericsson phones to catch terrorists.
Unlike static IGAs, dynamic IGAs are not limited to a developer and publisher determined pre-
programmed size or location and allow the advertiser to customize the advertisement display.

A number of games utilize billboard-like advertisements or product placement to create a realistic

gaming environment. For example, many sports games incorporate these advertisements to
simulate the heavy advertising within professional sports. Similarly, many games employ brand-
name products such as guns and cars as in-game status symbols. These brand references may not
be advertisements and are instead placed in the game purely for plot or design reasons. However,
trademark owners sometimes object to unlicensed references to their trademarks. See, e.g., E.S.S.
Entertainment 2000, Inc. v. Rock Star Videos, Inc.
 CONCEPTUAL FRAMEWORK THROUGH IPO:

INPUT PROCESS OUTPUT

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 Chapter 3
THEOROTICAL BACKGROUND AND
DETAILED STUDY

In January 2009 YouTube started allowing ads in seven different formats BY October of that year
YouTube was counting more than one billion video views per day. Marketers, Brands advertise
on you Tube because it’s the world’s second most popular website, drawing 2 billion logged in
visitors a month if you’re deciding how to allocate your video ad budget you tube has the vast
reach and power targeting. Capabilities that make it undeniably valuable platform across the
customer journey. But let’s be upfront YouTube ads aren't the most intuitive part of your social
media advertising strategy. Rent assured that talking a bit of extra time to learn the fundamentals
now is going to pay off let us take a look at your format options run through how to set up a video
ad campaign list up to date ad specs and leave you inspired with best practices from proven
performances.

YouTube has been awarded the 5th best site on the Internet to place your advertisements that will
result you an increase in sales and helps in efficient advertising.

YouTube has been considered effective as it Places ads in each and every video That is to be
played on YouTube except videos on YouTube premium and majority of the world’s population
use the normal YouTube rather than YouTube premium So basically all the majority of the
population around the globe has to watch the ads displayed on YouTube before every video they
watch and YouTube also displays ads other than video ads that is displayed between the browsing
pages After every search and also ads are displayed below the video about the comment section
also below the subscription sign Hence we can say there are various types of wish that YouTube
adopts for displaying ads on it .

So let us take a look at various types of advertisement techniques that YouTube uses for
displaying its ads.

Types of you tube ads.

To start let's take a Look at the main types of ads on you tube both video and otherwise.

1. Skippable in stream ads

2. Non Skippable in stream ads (including bumper ads)

3. Video discovery ads (formerly known as in display ads)

4. Non video ads (over plays and banners)

YouTube Advertising in 2021 There 's no doubt that video is taking over the market, Although
marketing predictions for each year always state that we need to year up for the year of video
don't be tricked into thinking video is just a marketing of ad As many as 78 of marketers say that
video gives them a good Role 99%of business who use video say they will continue to do so
There are over 3 billion search per month Almost one third of Internet users (1 billion people)
visit you tube daily you Tube is the most popular social media plat form for teenagers

Source. Considering that you tube is the second largest search engine in the world you're
definitely missing out if you're not using this popular video plat form to promote your product or
service to potential customers, let’s learn everything you need to know about advertising on you
tube from getting started to advanced targeting techniques to get the most of your cash You tube
Ads for Beginners How to Advertise on you tube. You tube alone has over 2 billion users and
each day those users watch a billion hours of video generating billions of views.

That's a lot of billions what's more YouTube on mobile alone reaches more 18 - 49 years old than
any cable network in the us. So it's no wonder that video marketing is on the risk. If you're dying
to know how to tap into the awesome power of video marketing this article is for you. First you'll
learn what is you tube advertising and the different types of you tube ads available in 2021.

Then to setup and configure your first you tube advertising campaign. Finally we will discuss
some YouTube tricks that can help you make a difference with your YouTube advertising done
through Google Ads is a way of advertising your video content on you tube or in search results so
you can maximize your user reach.

This could be your video playing before a user views another's video or showing up in YouTube
search results for people to watch in full.

Types of you tube Ads.

There are six types of you tube ads

1. True view ads

2. Non Skippable in stream ads.

3. Bumper in stream ads.

4. Sponsored card ads.

5. Overlay ads.

6. Display ads.

Before you begin creating your first campaign it’s important to understand each you tube ads
type that way you tailor your ad for the format you plan on using.

This is the main advertising format on you tube and for that reason we'll be covering this type in
more depth than the other.

True view ads give viewers the most control over the advertisements they see Because of this
Google reports.

That eight of ten viewers prefer true view to other in stream video ad formats. But True view ads
are great for businesses too. Advertisers only pay for true view ads when users watch for at least
30 seconds watch an entire short video or interact with an ad in some way such as clicking on a
call to action.

YouTube states that the maximum length a True view video ad can be is 6 minutes and the
minimum is 12 seconds. Now there are two main types of true view ads: in stream ads and
discovery ads let’s take a closer look at each of them. What is your tube display advertising you
tube display advertising allows businesses to drive key performance metrics with paid visual
placements next to the plat forms video player.

To comprehend the important of their role you need to understand how they fit into the YouTube
advertising machine.

This question almost seems rhetorical why you tube. First of all it's a network built on the web’s
most compelling form of media video. More than half of Internet users watch online video every
day for an hour plus over a weekly span that adds up to more time than the average American
works. So it's no surprise that by 2019 an estimated 80% of traffic will be to online video.

As a network that sees hundreds of hours of content uploaded every minute and billions of views
per day.

You tube is still the social network leading the video revolution. Over lay ads best practice s.
Most people think video when discussing YouTube for good reason but that’s not your only
option for advertising.

Overlay ads on YouTube most closely resemble banner ads seen elsewhere on the Web although
their specs are slightly different.

This is because overlay ads are static images that fit over the video that's rolling on YouTube
watch pages. These ads always appear on the bottom of the video players and take up 20% of the
available space this allows users to still be able to see the majority of the videos they’re watching
without closing the ad. If you’ve already been spending time fine-tuning your YouTube marketing
strategy, you’re probably familiar with most of these formats, by virtue of having seen them in
action. But let’s walk through and take a gander at the details.

1. Skippable in-stream video ads

These ads play before or during a video (a.k.a. pre-roll or mid-roll). Their
defining feature is that viewers can choose to skip them after the first 5 seconds.
As an advertiser, you only pay when viewers choose to keep watching past those
first 5 seconds.
Your ad must be at least 12 seconds long (though somewhere under 3 minutes is
recommended). You pay when a person has watched the first 30 seconds, or the
whole thing, or if they interact with your ad by clicking: whichever comes first
Sidebar: You’ll see the term “TrueView” pop up a lot. True View is YouTube’s
pet name for the payment type where you only pay for an ad impression when a
user chooses to watch it. (The other type of TrueView video ad is the discovery
ad type, and we’ll give more details on that below.)
 For example, take a look at how B2B Company Monday.com uses Skippable in-
stream ads for lead generation. On the right, there’s a 5-second countdown to
when a viewer can skip the ad. On the left, you can see plainly how long the ad is
(0:33 seconds, in this case.) Meanwhile, their sign-up CTA shows up in both a
companion banner in the top right of the display, and a video overlay in the
bottom left.
(Note that even if a viewer skips the video, the companion banner remains.)
Monday.com YouTube ads Likewise, B2C online education brand MasterClass
uses Skippable in-stream pre-roll ads to promote their memberships.

However, theirs run long: this one is nearly 2 minutes long. MasterClass
YouTube ad

2. Non-Skippable in-stream video ads

Because 76% of people report that they automatically skip ads, some advertisers
choose to run pre-roll or mid-roll ads that don’t have a skip button at all. When should
you do this? When you’re aiming for a wide lift in brand awareness, and you’re
confident that your creative is strong enough to hold your audience’s attention for the
full 15 seconds.* Note that with non-Skippable ads, advertisers pay per impression, at
CPM (i.e., per 1,000 views). *Or up to 20 seconds if you’re in India, Malaysia, Mexico,
Singapore or EMEA in general. Bumper ads At 6 seconds long, bumper ads are a
snappy subspecies of non-Skippable in-stream ad. They’re identical in that you pay for
impressions, they show up as pre-, mid- or post-roll, and they’re generally best used for
reach and awareness campaigns.

3. Discovery ads
Whereas in-stream ads function something like a traditional TV commercial,
discovery ads are more akin to the ads you see on Google’s search results page.
(This makes sense when we remember that YouTube is as much a search engine
as a social platform.) Discovery ads show up alongside organic search results. So
if your video looks more relevant than the organic results, people can choose to
watch it, instead. Discovery ads include three lines of text along with a
thumbnail. When interested people click on the ad, they’re sent through to your
video page or YouTube channel. TrueView discovery YouTube ads Source:
ThinkwithGoogle Sidebar: Discovery ads are also a type of TrueView ad,
because people must actively choose to watch them. For example, Home Depot
Canada has a series of 30-second discovery ads that surface when users type in
relevant search terms: Home Depot discovery ad.

4. Non-video ads
For advertisers without a budget for video, YouTube offers non-video ads.
Display ads: appear on the right-hand sidebar, and include an image and text,
alongside a CTA with a link to your website. In-video overlay ads: appear
floating on top of video content from monetized YouTube channels.
 In an ideal world, both of these ad types appear in conjunction with related
content. Of course, that’s not always the case. For example, this osteopath’s
helpful shoulder exercise video probably falls generally under “health,” and
perhaps so do these ads for herbal remedies and MRIs. Of course, the chances of
a viewer being interested in all three are slim. This is a great argument for being
picky about your audience targeting—which we’ll cover in the next section. How
to advertise on YouTube Here’s where we get into the nitty gritty. First, your
video ad will live on YouTube, so start by uploading the video file to your
YouTube channel. Make sure the video is public—or, if you don’t want it
popping up in your channel, you can make it unlisted.

1. Create your campaign Sign in to your Google Ads account and select New
Campaign.

a. Choose your campaign goal, based on your brand’s marketing objectives: Sales
Leads Website traffic Product and brand consideration Brand awareness and
reach or: create a campaign without a goal’s guidance.

b. Select your campaign type. These include all forms of Google ads (including
search results, text, shopping) so make sure you select Video or, in some cases,
Discovery campaigns in order to show your video to audiences on YouTube.
Note: Display ads can also be surfaced on YouTube, but remember that they
aren’t videos, they’re just text and a thumbnail, and they also show up across
Google’s Display network.

c. Since you’re most likely working with video, you’ll want to select your video
campaign subtype: today

d. Don’t forget to name your campaign in a way that allows you to easily locate,
manage, and optimize it in the future.

2. Define your campaign parameters

a) Select your bid strategy (for the most part, your campaign type will determine this:
do you want conversions, clicks, or impressions?)

b) Enter your budget by day or as the total amount you’re willing to spend on the
campaign. Also enter the dates your ad will run.

c) Select where your ads will show up: Discovery only (i.e., YouTube search results);
All of YouTube (i.e., search results, but also channel pages, videos and the YouTube
homepage) YouTube Display network (i.e., non-YouTube affiliate websites, etc.)
 d) Select your audience’s language, and location. You can choose to show ads
worldwide, or target by country. Remember that only 15% of traffic to YouTube
comes from the U.S., so it’s good to think broadly.

e) Choose how “sensitive” your brand safety guidelines are. In other words: how
much
Profanity, violence or sexually suggestive content are you willing to have your ads
run alongside? More sensitive brands will have their ads running in a smaller pool
of videos, which may drive up the price you pay.

3. Target your audience if you haven’t created buyer personas yet, take the time to
do so. The more you know about your audience, the better you can target them
and the higher your ROI. Demographics: This covers age, gender, parental status,
and household income.
But YouTube also offers more detailed life-stage data: you can target new
homeowners, college students, new parents, for instance.
Interests: Use topics and keywords to target people based on their past behaviour
(i.e., search topics).
This is how YouTube helps you find people at crucial moments, like when they’re
researching their next electronics purchase, or trying to learn how to build a
website.
Pro Tip: Remember that whether a video is relevant to a user’s interests is 3x
more important to people than if it has a celebrity in it, and 1.6x more important
than if it looks like it was expensive to produce. Remarketing: Target audiences
who have already interacted with your other videos, your website or your app.

4. Set your campaign to live

a) Enter the link to your ad, and hit the Create Campaign button to set your campaign running.
For more nitty-gritty detail, YouTube has their own guidelines for ad creation here.

Pro Tip: This is also the place to go if you want to get ambitious and start experimenting with
ad sequence campaigns, where you can upload multiple types of ads that support each other and
are arranged to surface to your audience in the right order.

YouTube ad specs Skippable and non-Skippable in-stream video ads on YouTube must first be
uploaded as regular YouTube videos. So, for the most part your video ad’s technical specs (file
size, ad dimensions, ad image sizes, et cetera) will be the same as for any YouTube video. Once
it’s uploaded to your channel, you’re ready to go.

The exception here is Discovery ads, which must conform to the following: YouTube ad specs
(for Discovery ads) File format: AVI, ASF, QuickTime, Windows Media, MP4 or MPEG Video
Codec: H.264, MPEG-2 or MPEG-4 Audio Codec: AAC-LC or MP3 Aspect ratio: 16:9 or 4:3 is
recommended, but YouTube will automatically adapt the file depending on the aspect ratio and
device Frame rate: 30 FPS Maximum
File size: 1 GB for Discovery ads YouTube video ad length guidelines

Minimum length Skippable ads: 12 seconds

Maximum length Skippable ads: 3 minutes Skippable ads on

YouTube Kids: 60 seconds

Non-Skippable ads: 15 seconds

Non-Skippable ads in EMEA, Mexico, India, Malaysia and Singapore: 20 seconds

Bumper ads: 6 seconds

YouTube advertising best practices YouTube’s advertising engine is powerful and capable of
endless optimization tweaks, but at the end of the day, your ad’s success will depend on how it
connects with people. That means your creative choices matter.

Here are our best tips for effective video ads on YouTube.

Hook people immediately What’s a hook? Maybe it’s a familiar face. A strong mood or
emotion. Tight framing of key products or faces (unfamiliar ones, too). Perhaps a surprising or
unusual genre choice like humour or suspense. Or a catchy song, if you can secure the rights.
For instance, this leader board-topping Vrbo ad starts off powerfully because of its opening shot
of outright misery. Paired with a dissonant title (“Sunny beaches, sandy beaches,” etc.),
audiences have a little bit of tension to keep them interested. Why is the sunny beach video
about a sad wet man?

Source: VRBOf

you watch the video you’ll quickly realize the opening shot has little to do with the rest
of the ad: it’s a bit of a bait and switch, but it’s jaunty enough that it works. Brand
early, but brand meaningfully According to YouTube, top-of-funnel awareness ads
perform best when branding appears in the first five seconds and throughout the ad.
Meanwhile, ads aimed for audiences further down the funnel, (eg., consideration-phase
viewers) might want to brand later to allow viewers to engage with the ad’s story, and
drive higher watch times.
For a refreshing example of how a brand can fully embody its positioning, take a look
at Mint Mobile’s new #stayathome-inflected ad. In it, majority owner and famously
handsome man Ryan Reynolds alludes to the expensive studio-shot video Mint Mobile
had started to prepare. Instead, he screenshots a PowerPoint with a bar graph and
some “next steps.” Source: Mint Mobile The takeaway here? Branding is more than
just making sure your logo shows up in the first 5 seconds, per YouTube’s
recommendations.
A truly great video ad personifies your brand in a way where literally every detail
supports that character, tone and vision. Connect with story + emotion In 2018, Wells
Fargo ran a brand awareness campaign on YouTube that directly acknowledged their
recent history of spectacular customer abuse scandals. According to the bank’s VP of
marketing,
the campaign—meant to re-establish trust No matter your personal opinion of retail
banking, in this one-minute long cornerstone ad, the combination of high-end costume-
drama Western visuals and uplifting shots of people “doing the right thing” in offices is
undeniably emotionally effective. Add in some famous guitar riffs and you have some
pretty stirring stuff.
Source: Wells Fargo
The takeaway: anyone can “tell a story.” If you want to tell a really effective one, go for
the throat and tell the story that takes a risk. Pro Tip: And if you have the resources for
multi-ad sequencing (i.e., multiple videos of differing lengths that target your audience
in a given order), there are several kinds of narrative arc you might want to consider.
Show people what to do next As we’ve mentioned, your YouTube ad needs a goal in
order for you to measure its success.
If your campaign goals are lower-funnel actions (e.g., clicks , sales, conversions, or
traffic) then consider setting the ad up as a TrueView for action campaign. This will
give additional clickable elements to your ad, so viewers can click before the end. For
instance, Monday.com—who certainly have me targeted, anyway—have CTA overlays
and companion banners galore.
YouTube ad by Monday.com YouTube ad overlays by Monday.com Don’t be afraid to
use templates with regular people—was seen as risky and polarizing for internal
stakeholders Not every brand has a century-old-bank or unicorn-start-up budget to
blow. Grocery delivery service Imperfect, for instance, creates quick, simple,
personable videos that are perfectly effective.
If you know what your message is, you don’t need a Hollywood A-listed to deliver it.
Our social video strategy toolkit has more suggestions to get you moving on making
your masterpiece. Imperfect YouTube ad Source: Imperfect Use Hoot suite to promote
your YouTube channel and drive engagement. Easily publish videos to Facebook,
Instagram and Twi7tter—all from one dashboard. Try it free today..
 CHAPTER 4
DATA ANALYSIS

1. Primary Data
• Through Questionnaire
; Mode of questionnaire = Online (through Google
form)
By circulating a Questionnaire online we tried to Analyse and evaluate
the audience and its views on the advertising process through YouTube
whether it is effective or not what age group audiences are likely to be
reached through YouTube advertisements etc.

This would be helpful to all the interested individuals like the students
making their final year dissertation, marketer and brands for marketing
their products on the suitable platform like YouTube by realizing its
effectiveness , also to YouTube administrators as well ,as the awareness
and benefits of YouTube advertisements is being spread among the
general public.
 Chapter 5
Summary & Conclusion

Summary:-

Today's consumers rush to browse social media when they want to know more
about an organization or product because that’s where they find others expressing
their views about the product or service which is also a type of advertisements and
hence it is used for further promotions.

Advertising is means of communication with the users of product or services,

The word advertising advert and it means to turns people's attention to specific
thing,

in olden days, the advertisements were more passive and extremely limited in scope
but now the modern world advertisements took over a new platform that is internet
and social media,

Promotions play an important role in creating awareness of products.

It also estimates demand through various techniques.

Firms can use techniques like advertising, personal selling, publicity and sales
promotion to achieve their goals,

The effectiveness of advertisements has become an important area of study for

marketers to determine the most efficient and appropriate medium of
communication to place their advertisements the media richness theory defines
different communication media as possessing specific characters its ability of carry
information ranging from how to high richness.

This theory mainly focused on two criteria’s, multiplicity of cues and immediacy of
feed back

YouTube is the world second largest search engine and the largest video based social
platform.
 Every business with different marketing goals can utilize YouTube to a variety of
extents to receive a broader audience to their marketing efforts.

YouTube advertising offers a cost effective way to reach a large users base with
different interests and every business can find its target audience s within YouTube
user’s base.

Whether you're targeting a niche or trying to reach millions upon millions s of users
you're able to do it with YouTube ads.

Increasing brands awareness through the usage of videos in your marketing

strategy improve s your campaign result overalls. YouTube is the one of most
powerful platform for business and to capture customer’s attention, it was launched
by Steven Chen,

Chad Harley, Javeed Karim in 2005, it is most visited website in the world over 1
million monthly users the benefits of advertising on YouTube is it expand digital
research, finds customers with advanced targeting, customise ads to meet our goals,
runs cost effective campaigning and also measure our ads success, other than
YouTube ads, Facebook ads, twitter ads, snap chat ads, and in game ads also gained
a lot of significance social media, advertising involves creating contents on social
media platform, engaging with followers and running social media advertisement
among the benefits of social media platform for business purpose, industry
professionals particularly value the increased exposure for the brands and products.

YouTube display advertising allows businesses to drive joy performance metrics

with paid visual placement next to the platform s video player. To comprehend the
importance of their role you need to understand how they fit into the YouTube
advertising machine.

This question almost seems rhetoric al why YouTube first if all it’s a network built
on the web s most compelling form of media video.

More than half of Internet users watch online video every day for hour plus over a
weekly span that adds up to more time than the averages America n works. So it's
no surprise that by 2019 an estimated 80% of trafficking will be to. Online video. As
a network that sees hundred s of hours of content uploads every minutes and billions
of views per day you tube is still the social network leading the video revolution.
CONCLUSION:

We are living in a world with over 70% of internet users active on social networks,
which spend at least one hour a day on average on those social networks; social
networks have become a sort of reality in which people communicate, interact, and
obviously trust. We also have to be aware that over 60% of those users access social
networks through mobile devices, and this percent will increase in the future years.

Social networks are a new dimension of reality that has become a part of the
business.

Over 90% marketers will be using social networks for business, while over 60% of
them claim to have acquired new customers over social networks. Coming to biggest
advertising platform YouTube, advertising on YouTube, the online video-sharing
platform, promoting video content, or in relevant search terms in YouTube Search.
Google owned YouTube, YouTube advertising is possible only through Google Ads,
YouTube itself has over two billion monthly logged-in users, with 500 hours of video
content uploaded every minute to the platform. Each visitor, on average, spends 11
minutes and 24 seconds on YouTube every day, and every visit to YouTube on
average leads to 6.5 page views.

With all the gathered information it can be concluded that ,The advertisements
through YouTube and also other virtual platforms is much more effective than any
other advertising.

YouTube advertising and Google ads in general doesn’t requires big budget to
start. The benefits of starting low with YouTube ads will help you carve out the
perfect audience that resonates the best with your current offering. As you learn
more about your audience and the best content for them you can start scaling the
campaign budgets profitably as you see fit. As large as YouTube’s reach is you can
begin to scale as much as possible when you've found what works first. As essential
part of YouTube advertising is the cost of creating the content itself and managing
set campaigns. When measuring the Profitability of campaigns remember to
consider the cost of content.
 For example: include the price of a high quality video in your campaign
profitability calculations. Targeting keywords with YouTube ads can be less
expensive than their counterparts in Google search and might be an opportunity to
tackle if your industry has a high cost per click overall.

YouTube serves as the most competent channel for video marketing .through
effective SEO techniques, one can build traffic, increase brand awareness, overseas,
and enhances their ROI, In YouTube advertising, companies can utilize its many
video ad formats or use it in part with display campaigns.

YouTube ads work well when it comes to advertising.

YouTube advertising assures around a 15-20% increase in web traffic for start-ups’
recommend advertising through Youtube Skippable video ads, Non Skippable video
ads, Bumper ads, Overlay ads, Display ads, sponsored cards. Youtube itself has over
two billion monthly logged-in users, with 500 hours of video content uploaded every
minute to the platform. Each visitor, on average, spends 11 minutes and 24 seconds
on Youtube every day, and every visit to Youtube on average leads to 6.5 page views.
Advertising on Youtube, therefore, produces many opportunities for companies to
expand their online marketing strategy.

Companies are going to spend over 5.5 billion on advertising on Youtube in

2020.The importance of video in online marketing has been increasing all the time,
and investing in quality video ads online will bring more results for any advertising
campaign online