Video advertising: Using YouTube analytics for the target audience-Reference-Cited by-同舟云学术

Video advertising: Using YouTube analytics for the target audience

Published:2022-04-17 Issue:1 Volume:13 Page:77-81
ISSN:2043-8869
Container-title:Journal of Information Technology Teaching Cases
language:en
Short-container-title:Journal of Information Technology Teaching Cases

Author:

Manko Barbara A¹^ORCID

Affiliation:

1. Gannon University, Erie, PA, USA

Abstract

Video advertising takes many forms, from display ads, overlay ads, skippable and non-skippable videos, bumper ads, and sponsored cards, as well as the sponsored or branded content of the video itself on YouTube. With competition for user attention, the evolution of videos has turned advertisement into entertainment, and the analytics of how user interacts with videos and ads provides insight into consumer trends.

Publisher

SAGE Publications

Subject

Library and Information Sciences,Education

Link

http://journals.sagepub.com/doi/pdf/10.1177/20438869221087448

Reference20 articles.

1. Exploring the YouTube science communication gender gap: A sentiment analysis

2. Consumer empowerment in interactive advertising and eWOM consequences: The PITRE model

3. Modeling the function of advertising reviews from media ads on the YouTube channel

4. Procella

5. The YouTube Marketing Communication Effect on Cognitive, Affective and Behavioural Attitudes among Generation Z Consumers

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