Impact of Youtube Advertisement on Buying Behaviour of Customer

Global Meaning of Advertising

Advertising is the greatest art of the 20th century (Herbert Marshall McLuhan) Advertising is any paid form of presentation and promotion of ideas by identified sponsor; it is the major component of promotion mix. Advertising is to make consumers / people aware regarding new or existing product or services. It is a part of marketing which helps to convince and increase the sales of products.

According to American Marketing Association any paid form of non personal presentation of ideas, goods or services by an identified sponsor. (Principles of marketing, 153) in other words paid sponsor is responsible for the sales message to masses.

In our day today life we are surrounded by commercial messages like TV, news paper, magazines all this is part of global advertising. A study suggests that with the passage of time adults daily media consumption has increased from 5.2 hrs to 9.8 hrs (Sheree J 2014).

Advertising technology is rapidly.

Social media

Find me on Face book, follow me on twitter, and check out my vlog. Ten years ago, these phrases ment nothing, yet now they are part of every day speak (Ian D.2016, 153).These days social media platforms help people to share relationship bonds, news and content however there choice of media can be distinct.

Social media gives you the power to direct your businesss online life. Whether that life is long and happy depends on what channel you post and to and how you manage your profiles. (Ian D.2016, 155). The main consideration you should take into account:

YouTube

Our mission is to give every one a voice and show them the world/youtube2017. Founder of you tube is Chad Hurley with this former Pay Pal colleagues Steve Chin and Jawed Karim founded youtube in 2005. Time magazine has given you tube title of best invention of 2006 .it gives equal opportunities to every one. Google acquired youtube to become most visited online video site on the web by far. Google bought the site in November 2006 for USD$1.65Billion.

YouTube allows users to upload, view, rate, share, add to favorites, report, comment on videos, and subscribe to other users. It offers a wide variety of user-generated and corporate media videos. Available content includes video clips, TV show clips, music videos, short and documentary films, audio recordings, movie trailers, live streams, and other content such as video blogging, short original videos, and educational videos. Most of the content on YouTube is uploaded by individuals, but media corporations including CBS, the BBC, Vevo, and Hulu offer some of their material via YouTube as part of the YouTube partnership program. Unregistered users can only watch videos on the site, while registered users are permitted to upload an unlimited number of videos and add comments to videos. Videos deemed potentially inappropriate are available only to registered users affirming themselves to be at least 18 years old. (Wikipedia)

YouTube earns advertising revenue from Google AdSense, a program which targets ads according to site content and audience. The vast majority of its videos are free to view, but there are exceptions, including subscription-based premium channels, film rentals, as well as YouTube Premium, a subscription service offering ad-free access to the website and access to exclusive content made in partnership with existing users.

As of February 2017, there were more than 400 hours of content uploaded to YouTube each minute, and one billion hours of content being watched on YouTube every day. As of August 2018, the website is ranked as the second-most popular site in the world, according to Alexa Internet. (Wikipedia)

Facts about YouTube:

• Youtube users/1,300,000,000.
• 300hours of videos are uploaded to you tube every minute.
• Almost 5 billion videos are watched on youtube every single day.
• 30 Million Visitors per day. (Youtube 2017).
• 2nd most popular site in the world, according to Alexa Internet in 2018.
• Some of the types of Videos Watched on YouTube are:

1. Product Reviews:

This form of video content helps to understand the features, catch useful information and check out the reaction on try on , for example , clothes from online shops . Watching product reviews is a new version of shopping today you dont have to leave your room. During a product review, content creators, usually YouTubers who have qualified their channel as unpacking, feature a newly released product. Towards the end of the video, they can put it to the test and share their insights with their viewers. (Buy Views Review, 2016).

2. How-to Videos

Video with the main idea of showing how -to use or implement the product. For example, it can be starting on how to clean coffee machine to applying face mask . More and more people are using YouTube to answer some on how do you do it moments. According to Google, searches for how-to videos grow 70% each year. (2017).

3. Vlogs

Video blogs or vlogs give us a sneak peek at what goes on and how live our favorite YouTubers.Vlogs usually include snippets of their day and put them all together in one video episode. It also can include a review on products, collaboration with Brenda and other Vloggers, events, trips etc. Vlogs usually last anywhere from 7 minutes up to 40 minutes depending on whether its a daily or weekly vlog. The general time for video is 10 min as with that video format it is possible to put more additional skippable advertisement. YouTube .com gives an example of Joey Dynamo is a known gaming-turned-lifestyle YouTubers who makes daily and weekly vlogs. His vlogs receive thousands of views per episode, commonly reached mark is over 2.8 million views making him one of the most-watched Guys on YouTube. (YouTube, 2017).

4. Gaming Videos

YouTube statistics shows that almost 95% of gamers turn to online videos for educational and entertainment purposes. With such a wide gaming community, its no wonder gaming videos are one of the most highly searched and viewed types of content on YouTube. (YouTube 2017)

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As an example of gaming industry on YouTube, DiePie is a YouTuber that needs no introduction at gaming world; just see how he manages to ring in 33 million views just by playing the mobile game Flappy Bird. (Google Statistics, 2017).

Types of advertising on you tube

Youtube provides learning, entertainment and employment to is viewers. You tubers can make a lot of money by posting different videos, on youtube we can see different types of advertisement from laptops to latest mobile phone and are sponsored. Ads are matched to specific audiences according to there taste and preferences.

Non skippable videos Ads

Skippables Ads.

1. Non skippable videos Ads:

Non-skippable video ads can be inserted before, during, or after the main video and must be watched before the video selected can be viewed. When just starting to build your audience, you may want to consider skipping this option and making your video easily accessible. (YouTube, 2019)

2. Skippables Ads:

Skippable ads can be inserted before, during or after the main video. After a few seconds, users can click on the skip ad button to start watching your video. (YouTube, 2019)

Motivation of the project

The internet has quickly grown to be the fastest growing medium in history. More and more businesses are using different social media sites as marketing tools since that is where the consumers are talking, sharing and creating content. (Strauss & Frost 2012, 192, 345.)

The importance of social media and its influence on customers is increasing rapidly. Brands are using various techniques to attract customers on to there sites and YouTube has become a new medium for the attraction of customers.YouTubers are sponsored by the bands to make people aware and influence there target audience.YouTube is now a new trend which is used to advertise new product and it is providing equal opportunities to every one.

Marketing Mix

Marketing mix is the blend of all the marketing efforts revolving around the four ingredients which are product, price, promotion and place and these all are revolve round potential consumer satisfaction.

According to Martin P. Davis effective advertising becomes easier to achieve since attention focuses on the essential elements which under lying all successful campaigns. (1997,1).

A successful advertising will ensure about the services it provides regarding the product and also helps in creating brand image. Advertising should be able to intimate customers about the product and its goal.

Deciding your advertising objectives makes advertising successful

• Right products - which people would buy if they knew about them.
• Right people - to whom your product is of interest.
• Right media - which reach these people effectively.
• Right message - which conveys your products benefits.
• Right timing - when potential customers are likely to buy.
• Right budget - so you do not spend too much or too little.
• Right distribution- with your goods available for purchase. (Martin P. Davis. 1997, 23)

The Concept of Internet Advertising

Internet advertising is a form of promotion that uses the Internet and World Wide Web for

the expressed purpose of delivering marketing messages to attract customers. Examples of online advertising include contextual ads on search engine results pages, banner ads, Rich Media Ads, Social network advertising, online classified advertising, advertising networks and e-mail marketing, including e-mail spam. Online video directories for brands are a good example of interactive advertising. These directories complement television advertising and allow the viewer to view the commercials of a number of brands. If the advertiser has opted for a response feature, the viewer may then choose to visit the brands website, or interact with the advertiser through other touch points such as email, chat or phone. Response to brand communication is instantaneous, and conversion to business is very high. This is because in contrast to conventional forms of interruptive advertising, the viewer has actually chosen to see the commercial.

Consumer can gather information about products and services, communicate with other consumers and firms for related products and services, and sometimes complete transactions. As the Internet session is a self selected environment of the consumer, the promotion message will be more effective. Internet advertising is also capable of providing an experiential environment to the consumer through virtual reality interfaces thus allowing the consumer to experience some of the features of products before making the purchase decision. Consumer can provide feedback content about the product, to the firm and to other consumers. A positive feedback becomes a good promotion for the marketer. A marketer can even exploit a negative feedback by solving the consumers problem and showing the commitment of the organization to satisfying consumer needs. Consumer can also add collective content to the medium through discussion forums like the virtual communities (Ducoffe, 1996). In India, online advertising has gained increased popularity with more people spending time online.