A STUDY ON EFFECTIVENESS OF ADVERTISING

THROUGH YOUTUBE TOWARDS VIEWERS

Project Report

Submitted in partial fulfillment for the award of the Degree of

Bachelor of Commerce

By

CHARAN.N

(Reg. No-RA1831201040351)

Under the Guidance of

(MR.D.VENKATESAN)
Assistant Professor/Associate Professor

DEPARTMENT OF COMMERCE
COLLEGE OF SCIENCE AND HUMANITIES
SRM INSTITUTE OF SCIENCE AND
TECHNOLOGY VADAPALANI CAMPUS,
CHENNAI

APRIL – 2021
 CERTIFICATE

This is to certify that the project work titled “A STUDY ON

EFFEVTIVENESS OF ADVERTISING THROUGH YOUTUBE

TOWARDS VIEWERS” is a bonfire work of CHARAN.N (Reg.

No.RA1831201040351) carried out in partial fulfillment for the award of the degree

of Bachelor of Commerce, College of Science and Humanities, SRM Institute of

Science and Technology, Vadapalani campus under my guidance. This Project work is

original and not submitted earlier for the award of any degree of any other institutions.

Place:

Date:

SIGNATURE OF THE GUIDE HEAD OF THE DEPARTMENT

INTERNAL EXAMINER EXTERNAL EXAMINER

 DECLARATION

I hereby declare that the project report entitled “A STUDY ON

EFFECTIVENESS OF ADVERTISING THROUGH YOUTUBE TOWARDS

VIEWERS” submitted by me to College of Science and Humanities, SRM Institute of Science

and Technology, Vadapalani Campus in partial fulfillment of the requirement for the award of

the degree of Bachelor of Commerce in the Department of Commerce is a record of bonafide

project work carried out by me under the guidance of (MR.D.VENKATESAN). I further declare

that the work reported in this project has not been previously submitted for the award of any

other degree in this institute or any other institutes.

Place:

Date: Signature of the Student

 ACKNOWLEDGEMENT
First and foremost, I thank the almighty God for bestowing me with good health and confidence

to complete the project on time.

I would like to express my hearty gratitude to the Director (Academics) Dr. K. Subburam, and

Dean Dr. K.R. Ananthapadmanaban for their wholehearted support and encouragement.

I am very much obliged and indebted to the HoD Dr. V. Venkatragavan for his valuable

suggestions and encouragement to complete this project report successfully.

I am ineffably indebted to (MR.D.VENKATESAN) for his / her continuous guidance and

encouragement to accomplish this project report successfully.

I am also thankful to all the faculty members of the Department of Commerce for their support

and suggestions.

I also obliged to our respondents, whose co-operation has contributed major part in my project.

Last but not the least, I am grateful to thank my parents, friends and other persons who have

directly and indirectly helped me during the preparation of this report.

CHARAN.N
 TABLE OF CONTENTS

CHAPTER NO. LIST OF CONTENTS PAGE NO.

1 INTRODUCTIONS 1

2 REVIEW OF LITERATURE 10

3 CONCEPTUAL FRAMEWORK 25

4 ANALYSIS AND INTERPRETATION 36

5 FINDINGS,SUGGESTIONS & 56
CONCLUSION
ANNEXURE 59

BIBLIOGRAPHY 66
 LIST OF TABLES

TABLE TITLE PAGE

NO. NO.
4.1 AGE 37
4.2 HOURS SPEND ON YOUTUBE PER DAY 38
4.3 ATTENTION TOWARDS YOUTUBE ADS 39
4.4 INTEREST ON ADS REGARDING MOBILE PHONES 40
4.5 OPINION ON OVERALL ADS 41
4.6 INFLUENCE OF ADS ON BUYING PATTERN 42
4.7 PURCHASE AFTER VIEWING YOUTUBE ADS 43
4.8 OPINION ON ADS PROVIDING INFORMATION ON 44
GOODS AND SERVICES
4.9 OPINION ON PEOPLE BECOMING VICTMS 45
BY PURCHASING UNNECESSARY
PRODUCTS
4.10 IMPACT OF MOBILE ADS ON PURCHASE 46

4.11 INFORMATION ABOUT PRODUCT 47

UNIQUENESS
4.12 FEATURES EXPECTING ON 48
MOBILE PHONES
4.13 ROLE OF ADS IN PROMOTION 49

4.14 OPINION ON “ADVERTISEMENT 50

IS A WASTE OF TIME”
4.15 TIME OF THE DAY PEOPLE 51
MOSTLY ACCESS YOUTUBE
4.16 VIEW ON UNSKIPPABLE 52
ADS ON YOUTUBE
4.17 OPINION ON YOUTUBE KIDS 53
4.18 KINDS OF ADS PEOPLE SHOW INTEREST 54
4.19 REASON FOR ADS BECOMING COMMERCIAL 55
 LIST OF CHARTS

CHART TITLE PAGE

NO. NO.
4.1a AGE 37
4.2a HOURS SPEND ON YOUTUBE PER DAY 38
4.3a ATTENTION TOWARDS YOUTUBE ADS 39
4.4a INTEREST ON ADS REGARDING MOBILE PHONES 40
4.5a OPINION ON OVERALL ADS 41
4.6a INFLUENCE OF ADS ON BUYING PATTERN 42
4.7a PURCHASE AFTER VIEWING YOUTUBE ADS 43
4.8a OPINION ON ADS PROVIDING INFORMATION ON 44
GOODS AND SERVICES
4.9a OPINION ON PEOPLE BECOMING VICTMS 45
BY PURCHASING UNNECESSARY
PRODUCTS
4.10a IMPACT OF MOBILE ADS ON PURCHASE 46

4.11a INFORMATION ABOUT PRODUCT 47

UNIQUENESS
4.12a FEATURES EXPECTING ON 48
MOBILE PHONES
4.13a ROLE OF ADS IN PROMOTION 49

4.14a OPINION ON “ADVERTISEMENT 50

IS A WASTE OF TIME”
4.15a TIME OF THE DAY PEOPLE 51
MOSTLY ACCESS YOUTUBE
4.16a VIEW ON UNSKIPPABLE 52
ADS ON YOUTUBE
4.17a OPINION ON YOUTUBE KIDS 53
4.18a KINDS OF ADS PEOPLE SHOW INTEREST 54
4.19a REASON FOR ADS BECOMING COMMERCIAL 55
 CHAPTER-1

INTRODUCTION:

1
 INTRODUCTION:

One of the most significant developments to affect advertising worldwide in 21st century has
been the development of internet as a medium of mass communication’s a communication tool
the internet is emerging as a new challenge to mass media advertising. As a result of this many
advertising companies modifying their traditional the techniques to cater to a wider range of
public.

Advertisements can be cost effective way to disseminate messages whether to build a brand
preference or educate people. Organizations handle advertising in different ways. The title of this
thesis is about YouTube Advertising which is any paid form of non-personal presentation and
promotion of ideas, goods or services by and identified sponsor.

YouTube advertising is a very fast moving area. the techniques and formats used to advertise are
changing constantly as advertisers try to adapt to this medium .Projections for financial growth
of YouTube advertising are going up year by year.

The potential of YouTube advertising is vast as the audience of tis genuinely global. Previous

2
Studies have shown certain types of YouTube advertising are very effective.

MEANING:

YouTube is a video sharing service that allows users to watch videos posted by other users and
upload videos of their own. The service was started as an independent website in 2005 and was
acquired by Google in 2006. Videos that have been uploaded to YouTube may appear on the
YouTube website and can also be posted on other websites, though the files are hosted on the
YouTube server. The slogan of the YouTube website is "Broadcast Yourself." This implies the
YouTube service is designed primarily for ordinary people who want to publish videos they have
created. While several companies and organizations also use YouTube to promote their business,
the vast majority of YouTube videos are created and uploaded by amateurs. YouTube videos are
posted by people from all over the world, from all types of backgrounds. Therefore, there is a
wide range of videos available on YouTube. Some examples include amateur films, homemade

Music videos, sports bloopers, and other funny events caught on video. People also use YouTube
to post instructional videos, such as step-by-step computer help, do-it-yourself guides, and other
how-to videos. Since Google offers revenue sharing for advertisement clicks generated on video
pages, some users have been able to turn YouTube into a profitable enterprise.

DEFINITION:

YouTube allows users to upload, view, rate, share, add to playlists, report, comment on videos,
and subscribe to other users. Available content includes video clips, TV show clips, music
videos, short and documentary films, audio recordings, movie trailers, live streams, video
blogging, short original videos, and educational videos. Most content is generated and uploaded
by individuals, but media corporations including CBS, the BBC, Vivo, and Hula offer some of
their material via YouTube as part of the YouTube partnership program. YouTube has faced
criticism over aspects of its operations, including its handling of copyrighted content contained
within uploaded videos, its recommendation algorithms perpetuating videos that promote

3
conspiracy theories and falsehoods, hosting videos ostensibly targeting children but containing
violent or sexually suggestive content involving popular characters, videos of minors attracting
pedophilic activities in their comment sections, and fluctuating policies on the types of content
that is eligible to be monetized with advertising.

SCOPE OF THE STUDY:

• 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.

• The main aim of the research was to understand features of the platform and form the
guide based previous researchers.

• The central scope of this research was to understand how to create successful video
advertising on YouTube platform.

OBJECTIVES OF THE STUDY:

• Reaching Your Target Customer f your target demographic is women between

the ages of 35 and 45, and your video catches on with teenagers, you may be popular, but
you won’t be effective.

• Making It Easy to Find You One of your objectives for your YouTube marketing
should be to help your customer find you. A catchy slogan or prominent company name
throughout the video can keep you on people’s minds long after they’ve seen your
message online.

• Establishing a Relationship You should evaluate the relationship you want with
your customers, and create a video that helps them feel you are one of them. You can
convey a sense of trust, lightheartedness, sophistication, down-to-earth values or even
anger, to name a few relationship starters.

4
 • Keeping Your Product in Mind Don’t get so involved with making an interesting
video that you lose sight of your number-one objective: letting people know about your
product or service. Feature your product prominently and clearly, so that viewers won’t
have to wonder what you are marketing.

IMPORTANCE OF THE STUDY:

Firstly, this research can help to raise the effectiveness of YouTube advertising with a better
understanding of a central idea, consumption desires or how to interpret the products or services
being launched in this social media platform. Secondly, this study can contribute to existing
research, but with a new perspective not explored before, and can fill the research gap on the
topic and the theory. Thirdly, this research can orient with implantation

OF theory into real YouTube advertising campaign. If any company wants to introduce or
launch a new product in the market, advertising will make a ground for the product. Advertising
helps making people aware of the new product so that the consumers come and try the product.
Advertising helps creating goodwill for the company and gains customer loyalty after reaching a
mature age. The demand for the product keeps on coming with the help of advertising and
demand and supply become a never ending process.

LIMITATIONS OF THE STUDY:

• Since social media is a growing phenomenon, a lot of research remains to be done in

order to understand the most effective channels to launch an advertisement.

• After small interviews I found out that a lot of people even do not want to continue
watching video if there is non-shippable ad before or in the middle of a video.

• No in-depth interviews were conducted to get more nuanced result about how the
participants interact with YouTube advertisements.

5
 CHAPTER-2

PROFILE

AND

METHODOLOGY

6
 RESEARCH METHODOLOGY

Research methodology is the specific procedures or techniques used to identify, select,

process, and analyze information about a topic.

It is a scientific and systematic search for information on a particular issue. It is also called the
art of scientific investigation. Several social scientists have defined research in different ways. It
may be defined as a systematic method consisting of enunciating

The social or business problem, formulating a hypothesis, collecting the facts,

Analyzing

The data and reaching certain generalizations for some theoretical formulation.

It is an intellectual process that has developed over hundreds of years, ever changing in purpose
and form and always searching for truth. Research is essentially and investigation, a recording
and an analysis of evidence for the purpose of gaining knowledge. Any creative systematic
activity undertaken in order to increase

7
 The stock of knowledge, including knowledge of man, culture and society, and the use of this
knowledge to devise new application. Research is a process of steps used to collect and analyses
information to increase our understanding of a topic or issue.

RESEARCH DESIGN:

The research design chosen for the purpose of the study is descriptive of which the questionnaire
method was used. This method fetches better responses and that effective information can be
gathered from the respondents as they can fill the questionnaire at ease. This can also be done
using the five-point scale data values to compute the rating index on each of the indicator
established to influence the overall statisfaction.This researches conducted in a systematically
way to find the answers of research question and it is conducted in a quantitative way , where
survey questionnaire is used to collect the data. Besides that, the researchers conducted in
descriptive studies and explanatory studies, which also known as hypotheses testing .Study
focuses on analysis of questionnaire to establish the association between the variables.

SAMPLING TECHNIQUE:

In this research, convenience sampling is being chosen convenience sampling is a form of

random sampling which also known as availability sampling. Convenience sampling is where the
researchers choose the respondents that they are easiest to obtain the data. The researches have to
continue the sample selection process until the reach of required sample size.

SAMPLING SIZE:

Furthermore, the sample size of this study is 100 where there are 100 respondents. Besides,
response rate is 100%.All the respondents returned the completed questionnaires within 1 day.

8
SAMPLING ELEMENT:

The targeted respondents of this survey are general public which included self-employed,
professional, housewife, students and staffs of colleges and universities and others. As the
students and staffs of colleges or universities considered as heavy users of internet because they
are using campus website to transfer information and communicate among themselves . Then,
general public who rely on internet in their daily activities due to the technology advance in
today's world. Hence, they are the respondents who more appropriate in conducting this survey.

TARGET POPULATION:

The significant target population for this study is those people who are the internet users
regardless of the races, ages, as well as occupations. These groups of population are suitable for
this study as they are the internet users and might have the experience in online advertising.

QUALITIES OF A GOOD RESEARCH:

A good research stands up to questioning and criticisms of others. A researcher should be able to
defend their research and their conclusions. Researcher is socially responsible and observes
ethical norms. Researchers are expected to meet ethical standards of the society as they pertain to
their subjects, colleagues, employers and society as a whole. A good research should be:

It should be systematic in nature, logical, empirical and replicable in nature.

It should be according to plans and should be according to rules and assumptions and should not
be based on false base or judgments.

It should be relevant and reproducible in nature.

The researcher should adopt correct procedure for identifying a problem and then for working on
it, to find a solution for that problem.

The researcher should be well aware and should have complete knowledge and information of
the field of investigation so that he can go in for correct planning and then implementation of the
correct and effective methods for selection of the problem and then for solving it .

9
The researcher should have a good back ground of study, eighth will enable the researcher to
have a better knowledge and understanding of the subject.

The researcher must have a vision of his own, an aim with some objectives to achieve something.

REVIEW OF LITERATURE

• There is ample scholarship on advertising effectiveness. Calder el al. (2009) analyzed

the relationship between consumer engagement and advertising effectiveness, and found
that both personal and social interactive engagements affected the reaction to the
advertisement being observed, therefore, its effectiveness. The study also discovered that
another factor involved in the effectiveness was the interaction of the user with the
website where the ad was displayed. When analyzing YouTube advertising, the definition
of effectiveness in the current study is incredibly linked to consumer engagement;
therefore, it is important to understand what is producing consumer engagement in this
platform.

• Picas and Sorrento (2014) analyzed the effectiveness of online advertisements,

especially on social media sites such as Facebook, Twitter, and YouTube, based on the
consumer’s perceptions.

• The authors Li and Lo (2014) analyzed the effects of the ad length, positioning, and
context congruity in an online video advertising context. The study found that ad length
did have an effect in brand recognition, where the longer ads were more recognized and
memorable.

• Corsairs et al. (2016) analyzed the results of a theoretical combination of three

standpoints for analyzing brand messages that were purchase involvement, message
appeal, and message richness. The authors examined if the higher the customer is
10
 involved with the brand, the more informational the message appeal, and if the lower the
brand involvement, the more transformational the message appeal.

• Online video advertising, even though it is relatively new, is an essential part of Google’s
monetization model for YouTube. In 2012, advertisements were shown on more than 3
billion YouTube views each week. (Pashkevich, Dora-Raj, Keller, & Sigmund,

2012; Plummer, Rappaport, & Hall, 2007). Since YouTube advertising has
become so important not only for revenue but brand impressions, the scholars
Pashkevich, Dora-Raj, Keller, and Sigmund (2012) analyzed advertisements
in this platform. YouTube shows that ordinary people have things to communicate.

• It challenges the ideas of a mass audience. It cuts across categories, it is not merely a
video sharing site; it is more important than a social media site; it is more than a
communication channel; it is more than a place for creativity; it is more than a place for
semi-private sharing; though it is all these things. (Souk up, 2014).

• Boyd and Ellison (2008) define a social network as “web-based services that allow
individuals to (1) construct a public or semi-public profile within a bounded system, (2)
articulate a list of those users with whom they share a connection, and (3) view and
traverse their list of connections and those made by others within the system”

• Kwan (2012) analyzed how online media can be considered rich or lean based on
media use and communication motives. The author examined how consumers actively
use a communication channel based on their social and commercial communication
reasons. The study found that the mediums that provide more cues and benefits are more
appropriate for equivocal tasks; at the same time, it found that richer mediums are

11
 appropriate for instrumental motivations and leaner mediums are mostly used for ritual
motives.

• Flanagan and Metzger (2001) analyzed how individuals use new media in
comparison to traditional media, especially the internet and the needs that might be
satisfied in these new media environments.

• On the other hand, Souk up (2014) focused on social media usage but more
specifically YouTube. He argues that YouTube is a massive platform that can be used for
multiple purposes such as advertisements, archival work, education, entertainment,
journalism, political communication, art and culture, religion, healthcare, military,
fandom, interpersonal communication, and observation. Because this platform is so
diverse, the author argues that communication theories will need to be re-constructed to
analyze this platform that is constantly evolving.

• A survey is a method of gathering information from a sample of people, traditionally with

the intention of generalizing the results to a larger population. Surveys provide a critical
source of data and insights” (Annette, 2015).

• This study used a survey design because it provides a quantitative or numeric description
of trends, attitudes, or opinions of a population in the United States and Dominican
Republic by studying a sample of that population (Creswell, 2014).

• "A simple random sample (SRS) of size n consists of individuals from the population

12
 chosen in such a way that every set of individuals has an equal chance to be the sample
actually selected” (Moore & McCabe, 2006).

• On the other hand, advertising engagement was also defined as having the viewer not
only react to the advertisement, but at the same time understand it, remember it, and
relate to it. “To think about what engagement really means, let us return to the basic
notion of a sense of being connected with something” (Calder et al., 2009).
Understanding engagement means understanding the different experiences that the
consumers have in connecting with the advertisement being observed.

• Kwan (2012) analyzed how online media can be considered rich or lean based on
media use and communication motives. The author examined how consumers actively
use a communication channel based on their social and commercial communication
reasons. The study found that the mediums that provide more cues and benefits are more
appropriate for equivocal tasks; at the same time, it found that richer mediums are
appropriate for instrumental motivations and leaner mediums are mostly used for ritual
motives. This study supports the fact that certain mediums are richer than others based on
the cues the communication channel presents, therefore, it can be argued that YouTube
can be analyzed based on the benefits and cues the channel offers.

• Advertising represents any paid form of no personal presentation and promotion of

ideas, goods, or services by an identified sponsor. (Kilter P & Armstrong G.

2008). In a primitive form, Winston F tells in his work that advertising has been used
almost as long as Homo sapiens. However, in a recognizably modern form, it has been
around for at least 2,500 years. Despite its venerable age it is still sprightly and growing.

13
• Ask twenty-five people what advertising is, and you will probably get twenty-five
different answers .Even advertising professionals differ in their definition (Jeanette S.)

• Advertising is the promotion part of the marketing mix which further includes place,
price, and product and provides organizations and individuals with a cost-effective
manner to create brand awareness by reaching a wide audience (George E.&

Michael A., 2003)

• Longman (2000) says "advertising is an act of telling people publicity about a product
or service in order to persuade them to buy it.

• Young (2005) stated that in an effort to improve managing and gain audience attention
, advertisers create branding moment that will resonate with target market , and motivate
audiences to purchases the advertised product or service , advertisers copy test their
advertisement before realign them to the public . Newhaven and Rafaela (1996) to
define interactivity as "a communication that reflects back on itself, feed on, and
responds to the past". Therefore, in the authors “research, interactivity is defined as the
communication between consumers and advertisers, for example, advertiser affect
consumer’s habit and behaviors, while consumers also affect advertiser's management.

• Good advertising depends on which side of the fence you are standing. The advertiser’s
definition is cost-effective, stimulating and positive communication of brand’s virtues
(Nigel M. & Annette P. 2001).

• Due to Schlosser, Shavuot, and Confer affirm that Web advertising is perceived as less

14
 irritating and more acceptable in comparison with a traditional ad because online users
have an overall control and they have a choice of what they want to access (Schlosser,

Shavuot, and Confer 1999).

• At the same time, the creative specialists must recognize that the goal of advertising is to
assist in selling the product or service and good advertising must communicate in a
manner that help the client achieve this goal .(George E.)

• For 75 years, choosing media to deliver advertising messages has been a fairly simple
and straight forward process .Advertisers would work with their advertising agencies to
develop messages for their brands. The last decade had been one of unprecedented
change in media options and applications (Thomas C).

• Online advertisers are rapidly following the developing Internet trends. And, as
consumers are increasingly spending more hours online, the Internet start to eclipse hours
spent watching television; the new media channels become increasingly important to any
advertiser. (Andy S. 2012, ) Social media sites, blogs and other websites can target
your audience and keep your audience informed about companies’ latest updates.
(Queensland Government, 2016).

• An advertisement is defined as paid non-personal communication form that informs the

organization, product, service, or idea of the sponsor.

• Entertainment could be described as the ability to meet the needs of an audience for
escape, distraction, aesthetic pleasure, or emotional pleasure while watching

15
 advertisements (Coffee (1996).

ABOUT THE COMPANY:

YOUTUBE:

YouTube is an American online video-sharing platform headquartered in

San Bruno, California. The service, created in February 2005 by three former PayPal
employees—Chad Hurley, Steve Chen, and Jawed Kari—was bought by Google in November
2006 for US$1.65 billion and now operates as one of the company's subsidiaries. YouTube is the
second most-visited website after Google Search, according to Alexi Internet rankings.

YouTube allows users to upload, view, rate, share, add to playlists, report,
comment on videos, and subscribe to other users. Available content includes video clips, TV
show clips, music videos, short and documentary films, audio recordings, movie trailers, live
streams, video blogging, short original videos, and educational videos. Most content is generated
and uploaded by individuals, but media corporations including CBS, the BBC, Vivo, and Hula
offer some of their material via YouTube as part of the YouTube partnership program.
Unregistered users can watch, but not upload, videos on the site, while registered users can
upload an unlimited number of videos and add comments. Age-restricted videos are available
only to registered users affirming themselves to be at least 18 years old.

As of May 2019, there were more than 500 hours of content uploaded to
YouTube each minute and one billion hours of content being watched on YouTube every day.
YouTube and selected creators earn advertising revenue from Google AdSense, a program that
targets ads according to site content and audience. The vast majority of videos are free to view,
but there are exceptions, including subscription-based premium channels, film rentals, as well as

16
YouTube Music and YouTube Premium, subscription services respectively offering premium
and ad-free music streaming, and ad-free access to all content, including exclusive content
commissioned from notable personalities. Based on reported quarterly advertising revenue,
YouTube is estimated to have US$15 billion in annual revenues.

YouTube has faced criticism over aspects of its operations, including its
handling of copyrighted content contained within uploaded videos, its recommendation
algorithms perpetuating videos that promote conspiracy theories and falsehoods, hosting videos
ostensibly targeting children but containing violent or sexually suggestive content involving
popular characters, videos of minors attracting pedophilic activities in their comment sections,
and fluctuating policies on the types of content that is eligible to be monetized with advertising.

YouTube began as a venture capital–funded technology startup. Between November

2005 and April 2006, the company raised money from a variety of investors with Sequoia
Capital, $11.5 million, and Artist Capital Management, $8 million, being the largest two.
YouTube's early headquarters were situated above a pizzeria and Japanese restaurant in San
Mateo, California. In February 2005 the company activated first video was uploaded April 23,
2005. Titled me at the zoo, it shows co-founder Jawed Kari at the San Diego Zoo and can still be
viewed on the site. In May the company launched a public beta and by November a Nike ad
featuring Ronaldinho became the first video to reach one million total views. The site launched
officially on December 15, 2005, by which time the site was receiving 8 million views a day.
Clips at the time were limited to 100 megabytes, as little as 30 seconds of footage. At the time of
the official launch, YouTube did not have much market recognition. It was not the first
video-sharing site on the Internet, as Video was launched in November 2004, though that site
remained a side project of its developers from College Humor at the time and did not grow much
either. The week of YouTube's launch, NBC-Universal's Saturday Night Live ran a skit "Lazy
Sunday" by The Lonely Island. Besides helping to bolster ratings and long-term viewership for
Saturday Night Live, "Lazy Sunday’s status as an early viral video helped established YouTube
as an important website. Unofficial uploads of the skit to YouTube drew in more than five
million collective views by February 2006 before they were removed at request of
NBC-Universal about two months later, raising questions of copyright related to viral content.
Despite eventually being taken down, these duplicate uploads of the skit helped popularize

17
YouTube's reach and led to the upload of further third-party content. The site grew rapidly and,
in July 2006, the company announced that more than 65,000 new videos were being uploaded
every day, and that the site was receiving 100 million video views per day.

In May 2007, YouTube launched its Partner Program (YPP), a system based on
AdSense which allows the uploaded of the video to share the revenue produced by advertising on
the site. YouTube typically takes 45 percent of the advertising revenue from videos in the Partner
Program, with 55 percent going to the uploaded.

There are over a million members of the YouTube Partner Program. According to
Tube Mogul, in 2013 a pre-roll advertisement on YouTube (one that is shown before the video
starts) cost advertisers on average $7.60 per 1000 views. Usually no more than half of the
elegizing 2013, YouTube introduced an option for channels with at least a thousand subscribers
to require a paid subscription in order for viewers to watch videos. In April 2017, YouTube set
an eligibility requirement of 10,000 lifetime views for a paid subscription. On January 16, 2018,
the eligibility requirement for monetization was changed to 4,000 hours of watch time within the
past 12 months and 1,000 subscribers. The move was seen as an attempt to ensure that videos
being monetized did not lead to controversy, but was criticized for penalizing smaller YouTube
channels. Le videos have a pre-roll advertisement, due to a lack of interested advertisers.

His majority of YouTube's advertising revenue goes to the publishers and video
producers who hold the rights to their videos; the company retains 45% of the ad revenue. In
2010, it was reported that nearly a third of the videos with advertisements were uploaded without
permission of the copyright holders. YouTube gives an option for copyright holders to locate and
remove their videos or to have them continue running for revenue. In May 2013, Nintendo began
enforcing its copyright ownership and claiming the advertising revenue from video creators who
posted screenshots of its games. In February 2015, Nintendo agreed to share the revenue with the
video creators.

YouTube Play Buttons, a part of the YouTube Creator Rewards, are recognition by
YouTube of its most popular channels. The trophies made of nickel plated copper-nickel alloy,
golden plated brass, silver plated metal, ruby, and red tinted crystal glass are given to channels
with at least one hundred thousand, a million, ten million, fifty million subscribers, and one

18
hundred million subscribers, respectively.

At the time of uploading a video, YouTube users are shown a message asking
them not to violate copyright laws. Despite this advice, many unauthorized clips of copyrighted
material remain on YouTube. YouTube does not view videos before they are posted online, and
it is left to copyright holders to issue a DMCA takedown notice pursuant to the terms of the
Online Copyright Infringement Liability Limitation Act. Any successful complaint about
copyright infringement results in a YouTube copyright strike. Three successful complaints for
copyright infringement against a user account will result in the account and all of its uploaded
videos being deleted Organizations including Viacom, Media set, and the English Premier
League have filed lawsuits against YouTube, claiming that it has done too little to prevent the
uploading of copyrighted material Viacom, demanding $1 billion in damages, said that it had
found more than 150,000 unauthorized clips of its material on YouTube that had been viewed
"an astounding 1.5 billion times". YouTube responded by stating that it "goes far beyond its legal
obligations in assisting content owners to protect their works".

In August 2008, a US court ruled in Lenz v. Universal Music Corp. that copyright
holders cannot order the removal of an online file without first determining whether the posting
reflected fair use of the material. The case involved Stephanie Lenz from Gallitzin,
Pennsylvania, who had made a home video of her 13-month-old son dancing to Prince's song
"Let's Go Crazy", and posted the 29-second video on YouTube. In the case of Smith v. Summit
Entertainment LLC, professional singer Matt Smith sued Summit Entertainment for the wrongful
use of copyright takedown notices on YouTube. He asserted seven causes of action, and four
were ruled in Smith's favor.

N April 2012, a court in Hamburg ruled that YouTube could be held responsible
for copyrighted material posted by its users. The performance rights organization GEMA argued
that YouTube had not done enough to prevent the uploading of German copyrighted music.
YouTube responded by stating:

We remain committed to finding a solution to the music licensing issue in Germany that will
benefit artists, composers, authors, publishers, and record labels, as well as the wider YouTube
community.

19
 YouTube's policies on "advertiser-friendly content" restrict what may be incorporated
into videos being monetized; this includes strong violence, language, sexual content, and
"controversial or sensitive subjects and events, including subjects related to war, political
conflicts, natural disasters and tragedies, even if graphic imagery is not shown", unless the
content is "usually newsworthy or comedic and the creator's intent is to inform or entertain". In
September 2016, after introducing an enhanced notification system to inform users of these
violations, YouTube's policies were criticized by prominent users, including Phillip DE Franco
and Vlogbrothers. DE Franco argued that not being able to earn advertising revenue on such
videos was "censorship by a different name". A YouTube spokesperson stated that while the
policy itself was not new, the service had "improved the notification and appeal process to
ensure better communication to our creators”. Boing reported in 2019 that LGBT keywords
resulted in demonetization.

3D VIDEOS:

In a video posted on July 21, 2009, YouTube software engineer Peter Bradshaw announced that
YouTube users could now upload 3D videos. The videos can be viewed in several different
ways, including the common anaglyph (cyan/red lens) method which utilizes glasses worn by the
viewer to achieve the 3D effect The YouTube Flash player can display stereoscopic content
interleaved in rows, columns or a checkerboard pattern, side-by-side or anaglyph using a
red/cyan, green/magenta or blue/yellow combination. In May 2011, an HTML5 version of the
YouTube player began supporting side-by-side 3D footage that is compatible with NVidia 3D
Vision the feature set has since been reduced, and the 3D feature currently only supports
red/cyan anaglyph with no side-by-side support.

Live streaming:

YouTube carried out early experiments with live streaming, including a concert by U2 in 2009,
and a question-and-answer session with US President Barack Obama in February 2010. These
tests had relied on technology from 3rd-party partners, but in September 2010, YouTube began

20
testing its own live streaming infrastructure. In April 2011, YouTube announced the rollout of
YouTube Live, with a portal page at the URL "www.youtube.com/live". The creation of live
streams was initially limited to select partners. It was used for real-time broadcasting of events
such as the 2012 Olympics in London. In October 2012, more than 8 million people watched
Felix Baumgartner's jump from the edge of space as a live stream on YouTube.

In May 2013, creation of live streams was opened to verified users with at least 1,000
subscribers; in August of that year the number was reduced to 100 subscribers, and in December
the limit was removed. In February 2017, live streaming was introduced to the official YouTube
mobile app. live streaming via mobile was initially restricted to users with at least 10,000
subscribers, but as of mid-2017 it has been reduced to 100 subscribers. Live streams can be up to
4K resolution at 60 fps, and also support 360° video. In February 2017, a live streaming feature
called Super Chat was introduced, which allows viewers to donate between $1 and $500 to have
their comment highlighted.

360-degree videos:

In January 2015, Google announced that 360-degree video would be natively supported on
YouTube. On March 13, 2015, YouTube enabled 360° videos which can be viewed from Google
Cardboard, a virtual reality system. YouTube 360 can also be viewed from all other virtual
reality headsets. Live streaming of 360° video at up to 4K resolution is also supported.

In 2017, YouTube began to promote an alternative stereoscopic video format known as VR180,
which is limited to a 180-degree field of view but is promoted as being easier to produce than
360-degree video and allowing more depth to be maintained by not subjecting the video to
equirectangular projection.

YouTube Premium:
21
 YouTube Premium (formerly YouTube Red) is YouTube's premium subscription service. It
offers advertising-free streaming, access to exclusive content, background and offline video
playback on mobile devices, and access to the Google Play Music "All Access" service.
YouTube Premium was originally announced on November 12, 2014, as "Music Key", a
subscription music streaming service, and was intended to integrate with and replace the existing
Google Play Music "All Access" service On October 28, 2015, the service was launched as
YouTube Red, offering ad-free streaming of all videos, as well as access to exclusive original
content As of November 2016, the service has 1.5 million subscribers, with a further million on a
free-trial basis. As of June 2017, the first season of YouTube Originals had gotten 250 million
views in total.

In May 2014, before Music Key service was launched, the independent music trade organization
Worldwide Independent Network alleged that YouTube was using non-negotiable contracts with
independent labels that were "undervalued" in comparison to other streaming services and that
YouTube would block all music content from labels who do not reach a deal to be included on
the paid service. In a statement to the Financial Times in June 2014, Robert Kink confirmed that
YouTube would block the content of labels that do not negotiate deals to be included in the paid
service "to ensure that all content on the platform is governed by its new contractual terms."
Stating that 90% of labels had reached deals, he went on to say that "while we wish that we had
100% success rate, we understand that is not likely an achievable goal and therefore it is our
responsibility to our users and the industry to launch the enhanced music experience The
Financial Times later reported that YouTube had reached an aggregate deal with Merlin
Network—a trade group representing over 20,000 independent labels, for their inclusion in the
service. However, YouTube itself has not confirmed the deal. On September 28, 2016, YouTube
named Lyon Cohen, the co-founder of 300 Entertainment and former Warner Music Group
executive, the Global Head of Music.

YouTube TV:

22
 On February 28, 2017, in a press announcement held at YouTube Space Los Angeles,
YouTube announced the launch of YouTube TV, an over-the-top MVPD-style subscription
service that would be available for United States customers at a price of US$35 per month.
Initially launching in five major markets (New York City, Los Angeles, Chicago, Philadelphia
and San Francisco) on April 5, 2017] the service offers live streams of programming from the
five major broadcast networks (ABC, CBS, The CW, Fox and NBC), as well as approximately
40 cable channels owned by the corporate parents of those networks, The Walt Disney Company,
CBS Corporation, 21st Century Fox, NBCUniversal and Turner Broadcasting System (including
among others Bravo, USA Network, Sufi, Disney Channel, CNN, Cartoon Network, E!, Fox
Sports 1, Freeform, FX and ESPN). Subscribers can also receive Showtime and Fox Soccer plus
as optional add-ons for an extra fee, and can access YouTube Premium original content
(YouTube TV does not include a YouTube Premium subscription).

YouTube Go:

YouTube Go is an Android app aimed at making YouTube easier to access on mobile devices in
emerging markets. It is distinct from the company's main Android app and allows videos to be
downloaded and shared with other users. It also allows users to preview videos, share
downloaded videos through Bluetooth, and offers more options for mobile data control and video
resolution.

YouTube announced the project in September 2016 at an event in India. It was launched in India
in February 2017, and expanded in November 2017 to 14 other countries, including Nigeria,
Indonesia, Thailand, Malaysia, Vietnam, the Philippines, Kenya, and South Africa. It was rolled
out in 130 countries worldwide, including Brazil, Mexico, Turkey, and Iraq on February 1, 2018.
The app is available to around 60% of the world's population.

YouTube Music:

In early 2018, Cohen began hinting at the possible launch of YouTube's new subscription music

23
streaming service, a platform that would compete with other services such as spottily and Apple
Music. On May 22, 2018, the music streaming platform named "YouTube Music" was launched.

YouTube Shorts:

In September 2020, YouTube announced that it would be launching a beta version of a new
platform of 15–second videos, similar to Ticktack, called YouTube Shorts. The platform was
first tested in India. The platform is not at first be a standalone app, but is integrated into the
main YouTube app. Like Ticktack, it gives users access to built-in creative tools, including the
possibility of adding licensed music to their videos.

YouTube Kids:

YouTube Kids is an American children's video app developed by YouTube, a subsidiary of

Google. The app provides a version of the service oriented towards children, with curated
selections of content, parental control features, and filtering of videos deemed inappropriate
viewing for children aged fewer than 13, 8 or 5 depending on the age grouping chosen.

First released on February 15, 2015 as an Android and is mobile app, the app has since been
released for LG, Samsung, and Sony smart TVs, as well as for Android TV. On May 27, 2020 it
became available on Apple TV. As of September 2019, the app is available in 69 countries,
including Hong Kong and Macau, and one province. YouTube launched a web-based version of
YouTube Kids on August 30, 2019.

YouTube Kids has faced criticism from advocacy groups, particularly the Campaign for a
Commercial-Free Childhood, for concerns surrounding the app's use of commercial advertising,

24
as well as algorithmic suggestions of videos that may be inappropriate for the app's target
audience. The app has also been associated with a controversy surrounding disturbing and/or
violent videos depicting characters from children's media franchises. Criticism over the videos
led YouTube to announce that it would take more stringent actions to review and filter such
videos when reported by the community, and prevent them from being accessible from within
the YouTube Kids app.

25
 CHAPTER-3

CONCEPTUAL FRAMEWORK

26
 CONCEPTUAL FRAMEWORK

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.

Study of Audience Analysis Social media platforms plays 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 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.

The theory has mostly been tested within the realm of traditional forms of communication such

27
as face-to face conversations, emails, and so forth 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 opening up the opportunity to examine its
applicability on social media targeted at individuals.

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 focusing on social media advertising effectiveness have argued
that consumer engagement and advertising effectiveness are linked. Calder, Mulhouse, and
Schaefer (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 Corsairs, Asch and Bough (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.

The advertisement will be better received. In the case of this study, it will help them understand
if YouTube is an effective channel to place advertisements, and how consumers perceive or
interpret the products or services being launched in this social media platform. Second, this study
can contribute to existing research, but with a new perspective not explored before, and can fill
the research gap on the topic and the theory. Third, companies can explore other similar social
media platforms and consider how the cues and the feedback presented by this study can affect
other platforms and advertising effectiveness. This research can orient businesses as to where
their investment can more likely generate consumer engagement and therefore become an
effective medium. The purpose of this survey-based study was to test the media richness theory
within the context of the YouTube platform by exploring the relationship between audience
engagement and advertisement effectiveness on the site based on the channel specific cues and
feedback. The study surveyed YouTube users from the United States and the Dominican
Republic to determine if advertising effectiveness and media richness may differ depending on
the culture.

28
YouTube, based on the cues and feedback the channel presents. Despite an increased interest in
social media and the media richness theory, it is surprising that very few studies have been
focused on the topic, especially from the perspective of new media and the theory. Since the
media richness theory has been mostly applied to either new media in the workspace or the
importance of a channel’s richness, it is important to consider this new perspective of YouTube
advertising and how the theory helps in determining its effectiveness.

On the other hand, Souk up focused on social media usage but more specifically YouTube. He
argues that YouTube is a massive platform that can be used for multiple purposes such as
advertisements, archival work, education, entertainment, journalism, political communication, art
and culture, religion, healthcare, military, fandom, interpersonal communication, and
observation. Because this platform is so diverse, the author argues that communication theories
will need to be re-constructed to analyze this platform that is constantly evolving. YouTube
shows that ordinary people have things to communicate. It challenges the ideas of a mass
audience. It cuts across categories, it is not merely a video sharing site; it is more important than
a social media site; it is more than a communication channel; it is more than a place for
creativity; it is more than a place for semi-private sharing; though it is all these things. Analyzing
past research on the YouTube platform, this author clearly states that new research is needed on
the platform, and theory needs to be adapted based on what this medium provides.

Online video advertising, even though it is relatively new, is an essential part of Google’s
monetization model for YouTube. In 2012, advertisements were shown on more than 3 billion
YouTube views each week.

There is sample scholarship on advertising effectiveness. Calder el al. (2009) analyzed the
relationship between consumer engagement and advertising effectiveness, and found that both
personal and social interactive engagements affected the reaction to the advertisement being
observed, therefore, its effectiveness. The study also discovered that another factor involved in

29
the effectiveness was the interaction of the user with the website where the ad was displayed.
When analyzing YouTube advertising, the definition of effectiveness in the current study is
incredibly linked to consumer engagement; therefore, it is important to understand what is
producing consumer engagement in this platform.

Advertising Effectiveness:

The study found that most of the individuals were not receptive to the advertisements in the
social media sites and that most of them were annoyed by them. Another key finding was that
allowing people to skip the commercials after a few seconds was not effective because they did
not typically voluntarily decide to watch the ads; therefore, their overall conclusion was that
advertising on these social media sites was not proving to be effective. This study supports the
fact that YouTube advertisements should be further studied and that effectiveness should be
focused on a different perspective. At the EFFECTIVENESS OF YOUTUBE ADVERTISING
16 same time, the study shows key findings on YouTube advertisement effectiveness, most of
which are negative, therefore, it allows for other research to expand those results based on the
medium’s richness.

THE FACTORS WHICH ARE INCLUDE IN ADVERTISING:

1. Measuring advertising effectiveness:

Ad effectiveness offers an end-to-end solution for brands looking to understand the impact
of their ads on the audiences they want to influence.

2. Ascertain the true reach of a campaign:

‘Reach’ refers to the number of people who actually saw a company’s advertising. It’s easier to
measure the reach of some ad types over others. For example, TV media planners have a strong

30
idea of the number of people who will be watching at a certain time, and can safely estimate how
many will see it. Digital display ad reach, however, is harder to quantify. This is where survey
data comes in. It enables you to identify people who have seen the ad, and ask them about their
experience, and most importantly, whether they remember the brand.

3. Find the frequency sweet spot:

You need to track the frequency of your exposure. Advertising effectiveness data helps you find
the ‘sweet-point’ of exposure. This is the perfect number of impressions before an ad has the
desired effect, and before over-exposure and fatigue kicks in. It takes passively-derived analytics
and active survey data to get a true sense of whether something is working.

4. Evaluate the true impact of your campaign:

Knowing what success looks like for your ad is crucial. So whether your ad aims to build brand
affinity, brand equity, push a promotion or sell a specific product, collecting the right data is key.
The overall benefit is being able to clearly see to what extent your campaign had the desired
impact on a large sample of your audience, from which you can make broader assumptions.

5. Measure ROI with confidence:

ROI and impact are heavily linked, but the two aren’t the same. The desired impact will lead to a
positive ROI. When it comes to measuring advertising effectiveness, data must be collected
separately for both.

6. Identify which campaign metrics need improvement:

The key for any brand wanting to improve the quality of their digital campaigns is to move
31
beyond the use of behavioral analytics and vanity metrics alone towards a more holistic and
tell-all solution.

7. Identify which media types are most valuable:

Most campaigns have multiple creative and media – an image, a banner, a video etc. Audience
validation enables you see which specific media was most effective. Being able to differentiate
media types in this way helps you really zone in on what the strongest and weakest elements.

These are the best way to go about measuring advertising effectiveness are
listed below:

• How do you know your ads were placed on the right channels?

• If they aired for the right amount of time?

• If the messaging and creative were compelling enough to the target audience?

• If the target audience got served the ad in the first place?

Implementing a YouTube advertising strategy is one of the best moves you

can make as a marketer.

1. YouTube advertising is cost-effective:

If you’re familiar with PPC advertising, you know that it’s an extremely cost-effective strategy.
If you’re not familiar with PPC, it’s easy to understand why it’s lucrative — you only pay when
someone clicks your ad.Not only that, but you choose exactly how much you’re willing to pay
when someone clicks.

32
These two characteristics mean that you’ll never over-spend on PPC ads and you never waste
money on advertising space. But why are we talking about PPC ads on a page about YouTube
advertising? YouTube advertising follows a PPC model that works the same way — making it
extremely cost-effective.

2. YouTube advertising is highly targeted:

Granular targeting is crucial for a successful campaign, and YouTube ads allow you to get
extremely detailed when it comes to targeting the exact audience that you want to reach.

You can target your audience by:

• Demographics: Target users based on factors like location, age, gender, parental status,
and more.

• Optics: Reach audiences based on topics of interest.

• Customer Match: Using first-party online and offline data, you’ll be able to re-engage
with customers who have shown interest in your company in the past.

• Similar Audiences: Similar Audience targeting allows you to use Customer Match data to
target users that are similar to those who typically show interest in your ads.

• Video remarketing: Target users who have interacted with your videos or YouTube ads in
the past.

• Affinity audience: Target your affinity audience, which includes users who have a strong
interest in topics related to your business.

• Custom affinity audience: Target users in an even more granular way with custom
affinity audiences that allow you to target a group of users with an extremely specific set
of interests relating to your brand.

• In-market audience: Target your in-market audience by advertising to those who are
currently searching for products or services that you offer.

33
 • Life events: Target users based on life events that they’ve recently experienced. Life
events include milestones like moving, getting married, or having a child.

With YouTube’s targeting options, you can target an ultra-specific group of users, or more
general groups, based on what kinds of products you’re trying to sell. It can take some trial and
error to decide how to target your audience, but a YouTube advertising agency like WebEx can
help you decide on the perfect targeting options for a successful campaign.

3. YouTube advertising with video helps you connect with your audience:

Do you feel more connected with a brand after watching a commercial or seeing an insert in your
local paper?

Most would say they felt more connected after watching a commercial since they get to see a
brand in action. They get to connect with the faces that represent the brand, better understand
their attitude as a company, and see how a product or service works. Not only that, but YouTube
video ads allow you to truly connect with your audience by turning the camera on yourself.

Keep in mind, there are a variety of YouTube ad formats to choose from, but when you do it
right, you can successfully connect with your audience using each format.

4. YouTube advertising metrics are easy to measure:

If you don’t measure the success of any marketing campaign, you’re wasting your time running
it. Without knowing how a campaign performs, you won’t have insight into how you could
improve. That said, it’s crucial that you analyze your YouTube advertising campaign — and the
platform makes it easy to do so.If you want to track views, costs, and budget details related to
your YouTube ads, you’ll want to visit your Google Ads account.

34
5. YouTube advertising provides fast results:

Since YouTube has over 2 billion monthly users, it’s easy to understand why you’ll see such fast
results. Getting your ads in front of more people means you’ll get more ad clicks, website traffic,
and sales over time. With the incredible user base that YouTube has developed, it makes for a
fantastic advertising platform where you’ll see results quickly. For example, it will take you
much longer to see results if you only send emails to 10 subscribers. That means only 10 users
see your advertisement. Of course, email subscriber lists typically have far more than 10
subscribers — making email a great marketing strategy. However, with such a huge pool of
users, YouTube guarantees fast results since a large audience means more users interested in
your brand. And speaking of large audiences.

6. YouTube advertising puts you in front of billions:

Consider the difference in passing out flyers to passers-by at your local storefront in a small
town. You might be lucky to hand out 20 flyers in an afternoon — simply because there aren’t a
lot of people that pass your store.

YouTube creates an opportunity for small businesses and enterprise businesses alike to reach
more interested users than ever before — simply because it offers such a giant user base. (More
than 2 billion users, to be exact).

Even if you choose to specifically target an audience, you’ll still get your ads in front of more
people than you would with other methods — unless you have 2 billion email subscribers or 2
billion followers on Facebook (where you also run ads).

We help you verify the identify, education, previous employment, criminal background and
much more. ALL the checks will help you minimize your resend ensure you have an efficient
workforce.

35
“The more equivocal a message, the more cues and data are needed to interpret it correctly”
(Dennis &Valacich, 1999,). 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.

36
 CHAPTER 4

DATA ANALYSIS AND INTERPRETATION

37
 1. AGE

TABLE 4.1:

NO OF RESPONDENTS PERCENTAGE
BELOW 20 27 27%
20-25 16 16%
25-30 27 27%
ABOVE 30 30 30%
TOTAL 100 100%

CHART 4.1a

INTERPERTATION:
From the table 4.1 and chart 4.1a, it shows that 16% of the You Tube users are the age group
between 20 and 25 years old which represents 50 (50%) individuals of the whole sample size.
The following groups fall under the age group of below 20 (27%) with 27 people. There are 30
(30%) respondents under the age group of above 30 years old. Lastly only 27 (27%) respondents
fall under age group between 25 and 30 years old.

38
 2. on average, how many hours do you spend on the YouTube per day?

TABLE 4.2:

NO. OF RESPONDENT PERCENTAGE

Below 1 hour 16 16%
1 hour to 2 hours 30 30%
2 hours to 3 hours 29 29%
Above 3 hours 25 25%
TOTAL 100 100%

INTERPRETATION:

From the above Table 4.22 and chart 4.2b, it shows the among the 100 respondents of the whole
sample, 16 respondents (16%) are using YouTube for about 1 hour per day.30 individuals are
(30%) using YouTube for more than 1 hour per day,29 respondents (29%) are using YouTube
for more than 2 hours per day. And lastly, 25 respondents (25%) are using YouTube more than 3
hours per day.

39
 3. Do you pay attention to YouTube advertising?

TABLE 4.3:

NO OF RESPONDENTS PERCENTAGE
YES 35 35%
NO 65 65%
TOTAL 100 100%

CHARTS 4.3a

INTREPRETATION:

From the Table 4.3 and charts 4.3a, it shows that 35 respondents (35%) of the total sample are
paying attention to the YouTube advertisements. 65 respondents (65%) are not paying attention
towards YouTube advertisements.

40
 4. Do you like advertisements regarding mobile Phones?

TABLE 4.4:

NO OF RESPONDENTS PERCENTAGE
YES 40 40%
NO 60 60%
TOTAL 100 100%

CHARTS 4.4a

INTERPERTATION:
From the table 4.4 and chart 4.4a, it shows that 40 respondents (40%) of the whole sample likes
advertisements regarding mobile phones, whereas 60 respondents (60%) are not liking
advertisements regarding mobile phones.

41
 5 .How do you find such advertisement

TABLE 4.5:

NO OF RESPONDENTS PERCENTAGE
INFORMATIVE 26 26%
CREATES AWARENESS 32 32%
IRRITATING 30 30%
WASTE OF TIME 12 12%
TOTAL 100 100%

CHARTS 4.5a

INTERPRETATION:

From the table 4.5 and chart 4.5a, it shows that 26 respondents (26%) are feeling that
advertisements are informative, 32 respondents (32%) are feeling that advertisements creates
awareness, 30 respondents (30%) feels irritated towards YouTube ads and 12 respondents are
feeling that YouTube ads are just waste of time.

42
 6 .On what scale does advertisements influence your buying pattern

TABLE 4.6

NO OF RESPONDENTS PERCENTAGE
LARGE INFLUENCE 29 29%
MEDIUM INFUENCE 31 31%
NOT SURE 40 40%
TOTAL 100 100%

CHARTS 4.6a

INTERPPRETATION:

From the Table 4.6 and charts 4.6a, it defines that 29 respondents (29%) agrees that
advertisements influences largely on their buying patter, 31 respondents (31%) feels that
advertisements has medium influence on their buying pattern. 40 respondents (40%) stands
neutral on advertisements influence on their buying patter.

43
 7 .Have you ever made any purchase after viewing YouTube Ads

TABLE 4.7:

NO OF RESPONDENTS PERCENTAGE
YES 50 50%
NO 50 50%
TOTAL 100 100%

CHARTS 4.7a

INTERPERTATION:

From the Table 4.7 and charts 4.7a, it shows 50 respondents (50%) have made purchase after
viewing YouTube ads and 40 respondents (50%) have not made any purchase after viewing You
Tube ads.

44
8. “Advertising is beneficial to consumers because it provides important information about
goods and services”. To what extent do you agree with his statement?

TABLE 4.8:

NO OF RESPONDENTS PERCENTAGE
I AGREE 35 35%
I DISAGREE 42 42%
NOT SURE 23 23%
TOTAL 100 100%

CHARTS 4.8a

INTERPERTATION:

From the Table 4.8 and charts 4.8a, it shows that 35 respondents (35%) were agrees with the
statement, 42 respondents (42%) were not agrees with the statement and 23 stands neutral.

45
 9. Do you agree that people become victims of advertising by purchasing unnecessary
products?

TABLE 4.9:

NO OF RESPONDENTS PERCENTAGE
I AGREE 43 43%
I DISAGREE 33 33%
NOT SURE 24 24%
TOTAL 100 100%

CHARTS 4.9a

INTERPRETATION:

From the table 4.9 and charts 4.9a, it shows that 43 respondents (43%) were agrees with his
statement, 33 respondents (33%), were not agrees with this statement and 24 respondents (24%)
were stands neutral.

46
10. “More times, an advertisement of new mobile phonies viewed by a consumer, the more
possibility of purchasing the product”. To what extend do you agree with this statement

TABLE 4.10:

NO OF RESPONDENTS PERCENTAGE
I AGREE 35 35%
I DISAGREE 40 40%
NOT SURE 25 25%
TOTAL 100 100%

CHARTS 4.10a

INTERPRETATION:

From the table 4.10 and charts 4.10a, it shows that 35 respondents (35%) were agrees with this
statement, 40 respondents (40%) were not agrees with this statement and 25 respondents (25%)
were stands neutral in this statement.

47
 11. “Advertising helps the consumer to know more about the products information and its
uniqueness”. Do you agree?

TABLE 4.11

NO OF RESPONDENTS PERCENTAGE
YES 35 35%
NO 29 29%
NOT SURE 36 36%
TOTAL 100 100%

CHARTS 4.11a

INTERPERTATION:

From the table and charts 4.11a, it shows that 35 respondents (35%) were agrees with this
statement, 29 respondents (29%) were not agrees with this statement and 36 respondents (36%)
were stands with this statement.

48
12. “A mobile phone company launches its advertisement regarding its new mobile”. What
features do you look into?

TABLE 4.12

NO OF RESPONDENTS PERCENTAGE
PRODUCT INFORMATION 27 27%
PRICE INFORMATION 25 25%
DISCOUNTS 21 21%
QNIQUENESS 17 17%
ALL OF THE ABOVE 10 10%
TOTAL 100 100%

CHARTS 4.12a

INTERPRETATION:

From the Table 4.12 and 4.12a, shows that 27 respondents (27%) were expecting all the
above, 25 respondents and (25%) were expecting product information, 21 respondents (21%)
were expecting price information, 17 respondents and (17%) were uniqueness respondents

49
 13. Advertisement plays a major role for a product or a service promotion for reaching
wider audience .Do you agree?

TABLE 4.13

NO OF RESPONDENTS PERCENTAGE
YES 30 30%
NO 30 30%
TOTAL 100 100%

CHARTS 4.13a

INTERPRETATION:

From the table 4.13 and charts 4.13a it shows that 30 respondents (30%) were agrees with this
statement and 30 respondents (30%) were not agrees with the statement.

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 14. A few people’s point of view “Advertisement is a waste of time”. What is your opinion
on this statement?

TABLE 4.14:

NO OF RESPONDENTS PERCENTAGE
YES 38 38%
NO 27 27%
NOT SURE 35 35%
TOTAL 100 100%

CHARTS 4.14 a

INTERPERTATION:

From the table 4.14 and charts 4.14a it shows 27 respondents (27%) were not considering
advertisements as waste of time, 35 respondents (35%) were neutral in this statement and 38
respondents (38%) were thinking Advertisements as waste of time.

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 15. What time of the day do you mostly access You Tube?

TABLE 4.15:

NO OF RESPONDENTS PERCENTAGE
MORNING 37 37%
EVENING 36 36%
NIGHT 27 27%
TOTAL 100 100%

CHARTS 4.15a

INTERPERTATION:

From the table 4.15 and charts 4.15a it shows that 37 respondents (37%) expressed that they are
accessing YouTube at morning. 36 respondents (36%) are accessing on evening and 27
respondents (27%) used to access YouTube at Night.

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 16. What is your view on Unskippable ads on YouTube?

TABLE 4.16:

NO OF RESPONDENTS PERCENTAGE
IRRITATED 31 31%
INTERESTING 39 39%
NEUTRAL 30 30%
TOTAL 100 100%

CHARTS 4.16a

INTERPRETATION:

From the table 4.16 and charts 4.16a it shows that 31 respondents (31%) are getting irritated on
YouTube Unskippable Ads, 39 respondents (39%) feels interesting and 30 respondents (30%)
are feeling neutral on YouTube Unksippable ads.

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 17. What is your opinion on You Tube kids?

TABLE 4.17:

NO OF RESPODENTS PERCENTAGE
USEFUL 19 19%
NOT USEFUL 62 62%
NEUTRAL 19 19%
TOTAL 100 100%

CHARTS 4.17a

INTERPERTATION:

From the table 4.17 and charts 4.17a it shows that 19 respondents (19%) feels that YouTube
kids is a useful think, 62 respondents (62%) feels that it is not useful for Kids and 19 respondents
(19%) feels Neutral on this.

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 18. What kinds of Ads do you show your interest?

TABLE 4.18:

NO OF RESPONDENTS PERCENTAGE
PURCHASING 16 16%
ENTERTAINEMENT 26 26%
FINANCIAL LOANS 21 21%
JOBS 20 20%
ACADEMIC (EDUCATION) 11 11%
OTHER 6 6%
TOTAL 100 100%

CHARTS 4.18a

INTERPRETATION:

From the table 4.18 and charts 4.18a it shows that 16 respondents (16%) were interested in
Purchase oriented Ads, 26 respondents (26%) were interested in Entertainment oriented Ads, 21
respondents (21%) were interested in Financial loans oriented Ads, 11 respondents (11%) were
interested in academic or education ads 6 respondents (6%) were interested other ads.

55
19. “In our present scenario, Advertisements have become more concerned than before, the
one factor has been gradually increased”. What could be the reason behind it?

TABLE 4.19:

NO OF RESPONDENTS PERCENTAGE
COMPETITION BETWEEN
COMPANIES 18 31%
PAYMENT TO LEADING
ACTORS FOR ACTING 31 31%
TECHNOLOGICAL
DEVELOPMENT 31 31%
OTHER 20 20%
TOTAL 100 100%

CHARTS 4.19a

INTERPRETATION:

From the table 4.18 and charts 4.18a it shows that 18 respondents (18%) were feels that
competition between companies could be the reason, 31 respondents (31%) feels that could be
the due to payment for actors. 31 respondents (31%) are due to Technological development, 20
respondents (20%) are due to any other.

56
CHAPTER-5

FINDINGS

AND

CONCLUSION

57
 FINDINGS & CONCLUSUION

FINDINGS:
1.30% of respondents are above 30 years old.

2.30% of respondents spends about 1 hour to 2 hours in YouTube every day.

3.65% of respondents pay attention to YouTube advertising.

4.60% of respondents like ads on mobile phones.

5.32% of respondents think ads create awareness.

6.40% of respondents are not sure on their buying pattern.

7.50% of respondents are agreed that they purchase after viewing YouTube ads.

8.42% of respondents are disagreeing that ads are beneficial to consumers.

9.43% of respondents agreed that people become victims of advertising by purchasing

unnecessary products.

10.40% of respondents disagree that advertisement of a new mobile phones is viewed by a

consumer, the more possibility of purchasing the product.

11.36% of respondents are not sure about advertising that helps the consumer to know more
about the product information and its uniqueness.

12.27% of respondents will look for the Product information regarding the new mobiles which
launches in advertisement.

13.30% of respondents agreed that advertising plays a major role for service promotion with
wider audience.

14.38% of respondents responded that Advertisement is a waste of time.

15.37% of respondents are mostly prefers watching YouTube on morning.

16.39% of respondents are assumed that un-shippable ads on YouTube are interesting.

17.62% of respondents think that YouTube kids are not useful.

18.26% of respondents show interest for entertainment advertisement.

19.31% of respondents think payment and development will be the increase for cost factor.

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20.62% of respondents agree that ads make products or services popular.

SUGGESTION:
➢ Create innovative ads to get better attraction than your competitors.
➢ Ads should contain entertainment factors.
➢ Ads should be realistic.
➢ Uploaded should interact or respond towards viewers or subscribers comments.
➢ Leave useful information on the description.

CONCLUSION:
The usage of YouTube is increasing as it becomes more important entertainment in
people’s life. Therefore, it is strongly encourage that marketer should advertise more on
YouTube instead of traditional media.

From the results of this research, it has provided evidences to support that YouTube
advertisement is important for marketers to take into consideration when they create an
advertisement. By understanding all the factors that will influence consumer’s attitude towards
advertising, marketer can create an effective advertisement through YouTube.

59
ANNEXURE

60
 QUSTIONNAIRE

1. Name (optional):

2. Age group

o Below 20

o 20-25

o 25-30

o Above 30

3. On an average, how many hours do you spend on the YouTube per day?

o Below 1 hour

o 1 hour to 2 hours

o 2 hours to 3 hours

o Above 3 hours

4. Do you pay attention to YouTube advertising?

o Yes

o No

61
5. Do you like advertisements regarding mobile phones?

o Yes

o No

6. How do you find such advertisements?

o Informative

o Creates awareness

o Irritating

o Waste of time

7. On what scale does advertisement influence your buying pattern?

o Large influence

o Medium influence

o Not sure

8. Have you ever made any purchase after viewing YouTube ads?

o Yes

o No

9. “Advertising is beneficial to consumers because it provides important information about goods

and services”. To what extent do you agree with this statement?

62
 o I agree

o I disagree

o Not sure

10. Do you agree that people become victims of advertising by purchasing unnecessary
products?

o I agree

o I disagree

o Not sure

11. “More times and advertisement of a new mobile phone is viewed by a consumer, the more
possibility of purchasing the product”. To what extent do you agree with this statement?

o I agree

o I disagree

o Not sure

12. “Adverting helps the consumer to know more about the products information and its
uniqueness”. Do you agree?

o Yes

o No

o Not sure

63
13. “A mobile phone company launches its advertisement regarding its new mobile “. What
feature do you look into?

o Product information

o Price information

o Discounts

o Uniqueness

o All of the above

14. Advertisement plays a major role for a product or a service promotion for reaching wider
audience?

o Yes

o No

15. In few people’s point of view “Advertisement is a waste of time” What is your opinion on
this statement?

o Not sure

o Yes

o No

16. What time of the day do you mostly access You Tube?

o Morning

o Evening

64
 o Night

17. What is you view in unskippable Ads on You Tube?

o Irritated

o Interesting

o Neutral

18. What is your opinion on You Tube kids?

o Useful

o Not useful

o Neutral

19. For what kind of ads do you show your interest?

o Purchasing

o Entertainment

o Financial loans

o Jobs

o Academic (Education)

o Other

20. In our present scenario, advertisements have become more commercial than before, the cost
factor has been gradually increased. What could be the reason behind it?

65
o Competition between companies

o Payment to leading actor’s for acting purpose

o Technological development

o Other

66
 BIBLIOGRAPHY

The data was collected form the list of books and websites given below:

INTERNET: WIKIPEDIA.COM

BOOKS:

➢ Annear, Aw. & B. (2009). Managing Media Companies, Harnessing Creative Value.
Second edition: The Atrium , Southern Gate , Winchester , West Sussex: A John Wiley
and Son , Ltd , Publication

➢ Kilter P & Armstrong G. (2008) Principles of Marketing. 12th Edition. Pearson Prentice
Hall: New Jersey.

➢ Thomas C. (2011). Advertising and integrated Brand Promotion, 16th Edition. South
Western engage learning :Mason

➢ Brake, D. & Sake, L. 2009. The Social Media Bible. United States of America

➢ Miller, C. 2008 Digital Storytelling: A creators Guide to Interactive Entertainment.

United States of America. Elsevier.

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