YouTube – Empowering online Advertisements by Empowering Viewers with the Right to Choose

0. Mű hivatkozása, szakdolgozat-kompatibilis módon:

 

M. Pashkevich, S. Dorai-raj, M. Kellar, D. Zigmond (2012) : Empowering online Advertisements by Empowering Viewers with the Right to Choose, Journal of Advertising Research DOI: 10.2501/JAR-52-4-451-457 , pp. 451-457

 

1. Milyen kérdésre keresi a választ a cikk, mi a fő kutatási kérdés, milyen hipotézisekkel él? Igazolja vagy sem a kutatás ezeket?

  •  Does making in-stream advertisements skippable indeed reduce nega- tive advertising impacts on users?
  • How much more attractive is YouTube to users due to the transition to skippable advertisements?
  •  How does user engagement with in- stream advertisements differ for these two formats?
  • For advertisers, do their advertisements gain or lose effectiveness when users are permitted to skip them?

 

3. Felállít-e elméleti modellt vagy keretet a szerző? Másold be az ehhez kapcsolódó esetleges ábrát + rövid magyarázat

+ 5. Konklúzió: milyen (menedzseri) következtetéseket fogalmaz meg a cikk

I. kutatás vizsgálata: Multiarm randomized controlled experiment kontorollcsoporttal

Eredmények:

1

In stream van a legnagyobb negatív hatással a watchtime-ra

II. kutatás : kvalitatív research: 2500 kitöltő

Screen Shot 2014-03-01 at 5.41.35 PM

Egyéb vélemények:

a megkérdezettek 39% szerint instream a legidegesítőbb
értékelték ha át lehetett kattintani egy hírdetést

 

 

III. kutatás : 50 000 youtube felhasználóval, felének skippable in stream reklámok, másik felének hagyomásos nem skippelhető reklámok, ugyan az a reklám
Eredmény:

  • completely removing in-stream advertisements resulted in roughly a 3.8-percent gain in watch time
  • Simply making all in-streams skippable, however, provided a 1.2-percent gain
  • turning off all advertisements on the watch page increased the watch time by about 5.5 percent

the skippable in-stream video advertising format was roughly eight times better than the traditional one

giving users the choice to view (or not view) may actually increase this advertising effectiveness by engaging users in the advertising process.

 

4. Egyéb érdekes gondolat a cikkből

YouTube is the most popular online video com- munity in the United States and in the world (comScore, 2012; NielsenWire, 2012; DoubleClick, 2011)

Founded in February 2005 and purchased by Google in November 2006, YouTube in mid-2012 served more than 4 billion views per day world- wide; at that time, 60 hours of video were uploaded to the site every minute.

More than 800 million unique visitors visited YouTube each month (YouTube, 2012)

As of July 2012, fully 70 percent of in-stream advertisements on YouTube were skippable

 

7. 10-15 kulcsszó

user happiness

user satisfaction

trueview in-stream ads

advertising effectiveness

user engagement

 

Youtube  

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