FACTORS AFFECTING YOUTUBE ADVERTISING VIDEOS

Abstract

Now day’s social has become very important for companies in different sectors to communicate with their target audiences. And to create a good image in the audience's mind. With the new digital platforms, social media marketing becomes more and more important and the effectiveness of those platforms today is an important incentive to the marketer to determine which platform is the best to make determined. This study searches the effectiveness of YouTube advertisements. The study focused on the impact of education and occupation on YouTube advertising videos, and how those variables play a critical role on the effectiveness of advertising videos. A survey questionnaire is implemented on 400 people located in Istanbul to search how they connect and react to the YouTube platforms, what makes the advertising video memorable, and factors that provide a clear understanding of the video message. The study found three important points. These are: there is a significant relation between the occupation and education engaging the advertising video, there is a significant relation between education and occupation with making the advertising video memorable, and there is a significant relation between education and communicating the advertising message clearly to YouTube viewer. In addition, there is no relation between occupation and communicating the advertising message clearly to YouTube viewer. As a result, all of these findings are crucial for the advertiser to be able to target the best audiences clearly, and also to protect companies from wasting money and targeting the wrong audiences.