EFFECTIVENESS OF YOUTUBE AS A DIGITAL MARKETING TOOL

AMONG YOUTH

Submitted to Maharaja’s College, Ernakulum

[Government Autonomous College Affiliated to Mahatma Gandhi University,
Kottayam]
In partial fulfillment of the requirements
For the award of the Degree of Master of Commerce in Finance

PROJECT SUBMITTED BY

MARY BIJITHA GOMAS

16610005

UNDER THE GUIDANCE OF

DR. SAVITHA YESUDAS

ASSISTANT PROFESSOR
 CERTIFICATE

This is to certify that the project work titled “EFFECTIVENESS OF YOUTUBE AS A

DIGITAL MARKETING TOOL AMONG YOUTH ”submitted to Maharaja’s
College, Ernakulum [Government Autonomous College Affiliated to Mahatma Gandhi
University, Kottayam] in partial fulfillment of the requirements for the award of the
Degree of Master of commerce in Finance is a record of original work done by MARY
BIJITHA GOMAS(Register Number:16610005) under my supervision and guidance and
that this project work has not formed the basis for the award of any Degree / Diploma /
Fellowship or similar title of any University.

Signature of the Supervising Teacher :

Name and Designation of the : SAVITHA YESUDAS
Supervising Teacher : ASSISTANT PROFESSOR

Signature of the Head of the Department:

(Seal)

Submitted for the Examination held on _________________________

External Examiner
 DECLARATION

I hereby declare that the project work entitled “EFFECTIVENESS OF YOUTUBE AS

DIGITAL MARKETING TOOL AMONG YOUTH” Submitted by me for the partial
fulfillment of the requirement of the award of Master of Commerce is a record of my own
research work under the guidance of Dr.Savitha Yesudas, Assistant Professor,
Department of Commerce Maharajas College, and Ernakulum. I certify that the project is
my own work and has not been submitted earlier for the award of any degree or diploma
to any Institute or University.

ERNAKULAM MARY BIJITHA GOMAS

MARCH 2018
 ACKNOWLEDGEMENT
I sincerely extent my gratitude to all who helped me in completing my project
successfully. First of all, I thank God Almighty who showered upon me his infinite grace
to initiate and complete this work successfully.
I gratefully acknowledge my indebtness to my project guide Ms Savitha yesudas,
Assistant professor, Department of Commerce, Maharajas College Ernakulum, for his
meticulous guidance and constant encouragement throughout my project.
I am also thankful to Dr. Noushad P.M., Head of Department of commerce for giving me
an opportunity to do this project and helping and motivating me to complete the project.
I would also like to extent my gratitude to my parents who provided me with enough
facilities to do research on the topic for hours at an end. They have unfailingly supported
my efforts at completion of the project.
I again extent my whole hearted gratitude and inspiration installed in me by my family
members, friends, relatives and those who directly and indirectly helped me during the
course of work.

MARY BIJITHA GOMAS

 TABLE OF CONTENTS
Chapter No Page No
CHAPTER NAME

INTRODUCTION
1

REVIEW OF LITERATURE
2
3
THEORITICAL FRAMEWORK

4
ANALYSIS AND INTERPRETATION

5
FINDINGS,SUGGESTIONS AND CONCLUSION

BIBLIOGRAPHY

ANNEXURE
 LIST OF TABLES
Table No Title Page No

4.1 Profile of the sample

4.2 YouTube usage
4.3 Facebook usage
4.4 Twitter usage
4.5 LinkedIn usage
4.6 Google plus usage
4.7 Usage of social media
4.8 Attractive and innovative tool
4.9 Waste of time
4.10 Informative media
4.11 Interrupts the ultimate intension
4.12 Use of skip option
4.13 No option for skipping
4.14 Easily identification of product/service
4.15 Buffering time is high
4.16 Preference of YouTube advertisements
4.17 Factors making advertisements memorable
4.18 Factors making advertisements understand
4.19 Factors advertisements helped to understand better
4.20 Opinion of YouTube advertisements
4.21 Reaction to YouTube advertisements
 CHAPTER-1
INTRODUCTION
 CHAPTER -1

INTRODUCTION

Marketing trends have evolved drastically over the few decades and now we are reached
the era of digital marketing. This style of marketing has received great recognition due to
the hearty acceptance of technologies and great immersion of every individual into the
cyber world. Internet and e-commerce has found a distinct place in man’s life now.
Among the digital marketing tools YouTube is most prominent now. YouTube is a
natural home for audio-visual advertising as videos, including ads, can be seen and heard
in full. In April 2015, Google, Double-click and YouTube data was used in a study to
better understand video ad viewability on YouTube and across the web. It found that in
the UK the average viewability of online video ads, not including YouTube, was 58%.
The viewability of YouTube was in a different league - 91% viewability across devices
and 94% viewability on mobile devices. YouTube is leading the way with ads that
viewers choose to watch and ad formats that deliver full audio-visual experiences.
YouTube is an American video-sharing website headquartered in San Bruno,
California The service was created by three former PayPal employees — Chad Hurley,
Steve Chen, and Jawed Karim — in February 2005. Google bought the site in
November 2006 for US$1.65 billion; YouTube now operates as one of
Google's subsidiaries. YouTube has massive traffic and viewers, with over 1,325,000,000
people using YouTube. There are currently 300 hours of video uploaded to YouTube
every minute of every day – 5 hours of video content every second! This only validates
the fact that video marketing is the latest trend. For online and offline Business owners
and internet marketers, YouTube Marketing is an essential strategy to take advantage of
the web’s massive shift toward video. YouTube has become the third-most-visited
website on the Internet. Every day, millions of users log onto YouTube to produce or
consume content at an astonishing rate. Millions of professional and amateur videos are
produced and uploaded to YouTube, promoting any topic one can image. YouTube is a
popular platform advertisements are done in a way to suit the target audience. The type of
language used in the commercials and the ideas used to promote the product reflect the
audience's style and taste. Also, the ads on this platform are usually in sync with the
content of the video requested this is another advantage YouTube brings for advertisers.
Certain ads are presented with certain videos since the content is relevant. Promotional
opportunities such as sponsoring a video is also possible on YouTube, "for example, a
user who searches for a YouTube video on dog training may be presented with a
sponsored video from a dog toy company in results along with other videos. YouTube
also enable publishers to earn money through its YouTube Partner Program. Companies
can pay YouTube for a special "channel" which promotes the company’s products or
services. Having YouTube videos is a powerful tool for business and communication, but
oftentimes having a YouTube video or channel isn’t enough to get your message the
visibility it needs .so YouTube marketing is an amazingly powerful strategy and it will
help every marketer to grow

SIGNIFICANCE OF THE STUDY

People are moving towards digital economy. Reviewing the advertisement, sharing pages
and news in social web sites most of the firms are prioritizing the use of these networks.
The varieties of tools on social media especially the YouTube, which provides an
opportunity for the companies to engage with consumers through multi-way
communication on social media channels and allow consumers to communicate with
representatives of the brand and with each other. This research is thus important in the
sense that the effectiveness of YouTube as a digital marketing tool among youth was not
so far measured. so in this digital era hope this study will useful for both customers and
marketers in finding new ways of utilizing it.

OBJECTIVES:

1. To understand the influence of YouTube marketing amongst youth.

2. To analyze the effectiveness and problems of YouTube marketing compared to
other digital marketing tool

3. To know the attitude of youth about YouTube marketing

. STATEMENT OF PROBLEM

Digital marketing as an emerging trend many individual have different opinion about it.
According to NBC YouTube is the largest video-sharing website on the Internet.
YouTube also doubles as the largest video search engines in the world. If a business has a
product to market, adding an informative and entertaining video to YouTube can quickly
get the merchandise in front of hundreds of millions of potential customers. If the
company has a service to offer, it can use YouTube as a place to speak about the service.
This technique of digital marketing is popularly known as YouTube marketing. Hence
marketers started using this platform to provide information about their products, services
and ideas and consumers has become tech-savvy and smart phones made them easy
access to internet, YouTube marketing becomes more prominent now. This study
attempts to find out the impact of YouTube marketing among youth, Attitude of youth
about YouTube marketing and to analyze the effectiveness and problems of YouTube
marketing compared to other digital marketing tools.

SCOPE OF THE STUDY

The population of the study was confined to the YouTube users of youth in Ernakulum
District and the sample size is 120.The period of the study pertained to the year 2017-18 \

METHODOLOGY

Both primary and secondary data are collected for this study

1. Primary data: Primary data are collected through questionnaires from youth of
Ernakulum district.

2. Secondary data: Secondary data are collected from magazines, journals, articles,
internet etc
RESEARCH DESIGN

Population of the study: The population of study consists of the youth of Ernakulum
district Sampling size: A sample size of 120 representing the population is selected for
the study Sampling technique: The sample representing the population is selected on the
basis of a convenient sampling

LIMITATION

There are certainly some limitations to consider when interpreting these results. Since
the sample size was fairly small the results cannot be generalized to the entire population
under study. And this study is limited to only youth of Ernakulum district so we can’t
generalize the effectiveness of YouTube advertisements since other category age people
are also using YouTube
 CHAPTER 2

LITERATURE REVIEW
 LITERATURE REVIEW

1. (dembla, 2018) suggests that One of the most significant places where
consumers/end users spend time on internet is YouTube. Hence the obvious
choice as marketers is placing video ads on YouTube. In January 2017, Google
has announced changes to Ad Words wherein marketers can place ads on
YouTube. Marketers can now target ads at people who recently searched for a
certain product or service to watch video and target their video ads. If the
content of a video ad is closely related to a search the audience has been
searching for, they might more likely watch the entire ad or click through the ad
and land on the website. Benefits of YouTube Video Ads is that one has
complete control over the cost, can place ads as per target i.e. target the right
audience, unlike television, decide the budget and pays only if the audience
engage with the ad i.e. if the ad is viewed for 30 seconds or more. YouTube
Video Ads come with YouTube Analytics tool which helps understand who is
watching your ads and how are they interacting with the ads.

2. (Singh, 2018) suggests that Despite having so many Video marketing platforms
including Facebook & Twitter, YouTube is still the only platform where users
come with the only one intent i.e. watching videos. YouTube is also one of the
best platforms for long-term video engagement. Leveraging YouTube’s
potential of offering evergreen content can help to target and influence more
prospects down the funnel quite effectively. YouTube Marketing Tools will
help the process and will aid to grow YouTube video rankings.

3. (krasniak, 2017) points out that experienced social media marketers still
consider YouTube as a viable advertising option. However, marketers need to
keep a keen eye on what’s transpiring with Facebook’s video advertising
offerings. Although YouTube has Google behind it, Facebook is a giant unto
itself and is known for quickly and completely taking over the social marketing
landscape.
4. (Raymond, Smith & Hair, 2017) Shows that Digital technologies have improved
the aesthetics of content creation, enabling brands to develop deeper levels of
engagement with consumers through social channels. Every day hundreds of
millions of hours of video are consumed on YouTube and the number of high
performing channels has been increasing by 50% per year. Instagram’s monthly
active users have grown from 300 million in December 2014 to 600 million in
December 2016 Within the social media sphere, commercial and individual
users connect through multiple platforms and devices to share ideas and
information without the constraint of time and space The digitization of visual
culture provides users with so much content that it may even result in
information overload. This research focuses on the fashion sector and social
media platforms that cater specifically to visual imagery and video content. The
logic is twofold: the fashion industry is inherently visual and research on a study
of eighty-three fashion brands indicates a shift from traditional advertising to
video products, especially on social media.
We examine elements of French luxury goods company, Christian Dior’s Secret
Garden omni-channel marketing campaign. As a collection of short films shown
on YouTube and in other media, the campaign had four annual installments
beginning in 2012. The Secret Garden series explores the brand’s past and
present within the context of the 21st century Palace of Versailles. Our focus is
on Secret Garden IV, launched in May 2015, featuring singer/songwriter
Rihanna as the protagonist. Dior’s portrayal of Versailles throughout the Secret
Garden series reflects undertones of its monarchial heritage and its high fashion
prestige. In Secret Garden IV, there is a juxtaposition to this theme when
Rihanna’s subculture persona and celebrity status presents a misalignment
between luxury ideals and Rihanna’s position in popular culture. Table 1
provides an overview of the history of the campaign
5. (Rodriguez, 2017) suggests that multiplicity of cues is needed for an
advertisement to be more effective. Individuals tend to engage with the
communication Channels that provide more cues. Communication has not
changed over the years, people are still selecting the channels that they feel
better satisfy their needs; therefore, it is crucial for companies to not only
identify those needs but also to comprehend what cues the advertisement should
provide in order for it to be effective. In a social media site such as YouTube,
where the most important cues are presented, individuals tend to better
comprehend the message, and therefore, not feel the need to comment or give
feedback. Understanding these factors is helpful for companies to determine
where their advertisement investments will be most profitable, and where the
message will be better received and understood

6. (Moorman, 2016) points that many companies fail because they let technology
drive their digital strategies. To succeed, digital marketing capabilities must
utilize customer insight, deliver strong customer value, and develop positive
customer relationships that create value for the company. Digital is like any
other part of marketing strategy. it should be driven by goals and objectives.
Mimicking competitors and using the newest released digital tool just because it
is new do not count as marketing objectives. Instead put it in marketing or
another key customer facing group. Digital is a dynamic marketing function and
not an IT function. Linking digital to key revenue-producing activities within
the firm will also ensure that digital is connected to how the company captures
value for its bottom line.
7. (Ryan, 2018) suggests that the world of digital media is changing at a
phenomenal pace. Its constantly evolving technologies, and the way people are
using them, are transforming not just how we access our information, but how
we interact and communicate with one another on a global scale. It’s also
changing the way we choose and buy our products and services. People are
embracing digital technology to communicate in ways that would have been
 inconceivable just a few short years ago. Digital technologies are no longer the
preserve of tech-savvy early adopters, and today ordinary people are integrating
them seamlessly into their everyday lives. From SMS updates on their favorite
sports teams, to a free video call with relatives on the other side of the globe, to
collaborative online gaming and much, much more: ordinary people – your
customers – are starting to use digital media without giving it a second thought.
The global online population was around 1.3 billion at the end of 2007.
Projections suggest that figure will hit 1.8 billion by 2010. In the developed
world internet access is becoming practically ubiquitous, and the widespread
availability of always-on broadband connections means that people are now
going online daily to do everything from checking their bank statement, to
shopping for their groceries, to playing games. What makes this digital
revolution so exciting is that it’s happening right now. We’re living through it,
and we have a unique opportunity to jump in and be part of this historical
transition.
8. (Faisal, 2016) suggests that digital Marketing, a hub of online activities that
connect people to people more effectively than any traditional and past activity
can dream of, has offered to the marketing world new and exciting avenues of
growth and apprehension. With activities encapsulating almost each and every
detail of marketing, the online marketing has gained a lot of appreciation from
both the consumer community and the producer community. The general and
basic idea that open by the businesses to easily communicate to their end
consumers and avail innovative ideas of associating with their prospective
buyers. This innovation not only connects people to people on grounds of
furnishing and sharing information and ideas but also makes known to the
producer the shifts in consumer attitude. It empowers and vest extensive powers
in the hands of consumers to publicize their needs and requirements for a
particular product. Also, it helps the consumers in refining their choices by
enabling consumers to gather on online platforms and discuss their decisions.
To put it in simple language, digital marketing has accommodated and enriched
 the buyers and sellers both with crucial weapons to both assimilate and
disseminate information, ideas, ventures and endeavors to drive business.
9. (Kearney, 2018) points that the Top 100 Global Brands Key Lessons for
Success on YouTube,” which showed how these companies have been using
YouTube. They found that nearly all of the Top 100 Global Brands have built a
strong presence on YouTube making it a critical element of a digital marketer’s
strategy. However, these same brands fail to effectively market the video
content they produce. YouTube is massive and has emerged as a highly
influential digital marketplace where brands and their audience—customers,
prospects, partners, advocates, critics, and competitors—all engage. Since its
launch, the Top 100 Global Brands have published a total of 258,000 videos
across 1,378 YouTube channels, attracting over 9.5 billion total views.
10. ("What is digital marketing?” 2018) Digital media is so pervasive that
consumers have access to information any time and any place they want it.
Gone are the days when the messages people got about your products or
services came from you and consisted of only what you wanted them to know.
Digital media is an ever-growing source of entertainment, news, shopping and
social interaction, and consumers are now exposed not just to what your
company says about your brand, but what the media, friends, relatives, peers,
etc., are saying as well. And they are more likely to believe them than you.
People want brands they can trust, companies that know them, communications
that are personalized and relevant, and offers tailored to their needs and
preferences.
11. (Natarajan, Balakrishnan, Balasubramanian & Manickavasagam,
2014)Advertisements in YouTube can be showcased according to the preference
of the consumers using emerging analytic tools. Google analytics, for example,
is one of the most famous tools used by social media sites in recent years.
Advertisers can enhance their advertising performance using these tools to
know the belief preference among the users. For falsity and value corruption,
there is high significant mean difference between LinkedIn and YouTube,
whereas materialism is significantly different between Facebook and YouTube.
 These findings will offer insight to advertisers to pitch their products
respectively.
12. (Yasmin, Tasneem & Fatema, 2015)Digital channel in marketing has become
essential part of strategy of many companies. Nowadays, even for small
business owner there is a very cheap and efficient way to market his/her
products or services. Digital marketing has no boundaries. Company can use
any devices such as smartphones, tablets, laptops, televisions, game consoles,
digital billboards, and media such as social media, SEO (search engine
optimization), videos, content, e-mail and lot more to promote company itself
and its products and services. Digital marketing may succeed more if it
considers user needs as a top priority. Just like “Rome was not built in a day,”
so, digital marketing results won’t also come without attempt, without trial (and
error). The watchwords “test, learn and evolve” should be at the heart of all
digital marketing initiatives. Companies should create innovative customer
experiences and specific strategies for media to identify the best path for driving
up digital marketing performance
13. ("What is Digital Marketing? | mobileStorm", 2018)suggests that Digital
marketing is a term that has been around for quite awhile but hasn’t been very
well defined, encompassing things like banner advertising, search engine
optimization (SEO) and pay per click.some people may respond to a call to
action from an advertisement in one of these mediums but there is no way to
know the exact number of people who saw or heard it. Such data is long after
the initial ad impression is made. Yes, convergence has made television at bit
more interactive, with devices such as TiVo able to record viewer statistics like
those for Web sites, but there is still a long way to go.
14. (Pradiptarini, 2018) suggests that the use of social media sites as part of a
company’s marketing strategy has increased significantly in the past couple
years. Regardless its popularity, there is still very limited information to answer
some of the key issues concerning the effectiveness of social media marketing,
ways to measure its return on investment, and its target market. Twitter
activities and sales performances of five companies from the Fortune 500
 companies and its competitors were analyzed to identify the correlation between
the company involvement on the social media sites and its financial outcomes
(ROI). In addition, a survey of 1,000 University of Wisconsin-La Crosse’s
students was conducted to determine whether generation Y is the main audience
of the social media marketing, and to find the relation between the respondents’
involvement in social media marketing and changes in their buying decisions.
The study finds that social media marketing effectiveness is highly influenced
by its messages/contents quality, the company

15. (Fedorov, 2014) points that growth of internet and social media usage is
changing the perception of information and consequently the attitude towards
education. Likewise, the changing media field steps over old mass marketing
techniques and create opportunities to engage the community with all sorts of
educational messages. The extent of social media participation varies greatly
among students of all age groups. Further study of advertising and promotional
efforts hosted by the same educational institutions in other Social media is
suggested. This would help to acquire the broader picture of Organizations'
promotional efforts and give a better understanding of trends among target
audiences and community participants
 CHAPTER – 3
THEORETICAL PERSPECTIVES
 CHAPTER-3
THEORITICAL FRAMEWORK

DIGITAL MARKETING

The promotion of products or brands via one or more forms of electronic media is known
as digital marketing. For example, advertising mediums that might be used as part of the
digital marketing strategy of a business could include promotional efforts made via the
Internet, social media, mobile phones and electronic billboards, as well as via digital and
television and radio channels. Digital marketing is one type of marketing being widely
used to promote products or services and to reach consumers using digital channels.
Digital marketing extends beyond internet marketing including channels that do not
require the use of Internet. It includes mobile phones (both SMS and MMS), social media
marketing, display advertising, search engine marketing and many other forms of digital
media. Through digital media, consumers can access information any time and any place
where they want. With the presence of digital media, consumers do not just rely on what
the company says about their brand but also they can follow what the media, friends,
associations, peers, etc., are saying as well. Digital marketing is a broad term that refers
to various promotional techniques deployed to reach customers via digital technologies.
Digital marketing embodies an extensive selection of service, product and brand
marketing tactics which mainly use Internet as a core promotional medium.

1. Features of digital marketing

2. Digital marketing includes online advertising, email marketing, social media, text
messaging, affiliate marketing, search engine optimization, pay per click
3. Facilitate Interaction with the audience
4. Results are to a great extent easy to measure
5. Advertising campaigns are planned over short period of time
6. Reasonably cheap and rapid way to promote the product or services
7. Success of digital marketing strategies can be celebrated if the firm can reach
some specific number of local audience
8. Campaigns can be easily changed with ease and innovations can be introduced
within any campaign
9. Wider reach to the customer because of the use of various customers technology
10. 24/7 year-round exposure is possible
11. Ability to go viral
12. Two ways conversation is possible
13. Response or feedback can occur anytime

ELEMENTS OF DIGITAL MARKETING

1. Online ads
Online advertising is a very important part of digital marketing. It is also
called internet advertising through which company can deliver the message
about the products or services. Internet-based advertising provides the content
and ads that best matches to consumer interests.
2. E-mail marketing
When message about the products or services is sent through email to the
existing or potential consumer, it is defined as email marketing. Direct digital
marketing is used to send ads, to build brand and customer loyalty, to build
customer trust and to make brand awareness. Company can promote its
products and services by using this element of digital marketing easily. It is
relatively low cost comparing to advertising or other forms of media exposure.
Company can bring complete attention of the customer by creating attractive
mix of graphics, text and links on the products and services.
3. Text messaging
It is a way to send information about the products and services from cellular
and smart phone devices. By using phone devices, company can send
information in the form of text (SMS), pictures, video or audio (MMS).
Marketing through cellphone SMS (Short Message Service) became
 increasingly popular in the early 2000s in Europe and some parts of Asia. One
can send order confirmations, shipping alerts using text message.
4. Affiliate marketing
Affiliate marketing is a type of performance-based marketing. In this type of
marketing, a company rewards affiliates for each visitor or customer they
bring by marketing efforts they create on behalf of company. Industry has four
core players: the merchant (also known as “retailer” or “brand”), the network,
the publisher (also known as “the affiliate”) and the customer. The market has
grown in such complexity resulting in the emergence of a secondary tier of
players including affiliate management agencies, super-affiliates and
specialized third party vendors.
5. Search engine optimization
Search engine optimization (SEO) is the process of affecting the visibility of a
website or a web page in a search engine’s “natural” or un-paid (“organic”)
search results. In general, the earlier (or higher ranked on the search results
page), and more frequently a website appears in the search result list, the more
visitors it will receive from the search engine users. SEO may target different
kinds of search including image search, local search, video search, academic
search, news search and industry-specific vertical search engines
6. Pay per click
Pay-per-click marketing is a way of using search engine advertising to
generate clicks to your website rather than “earning” those clicks organically.
Pay per click is good for searchers and advertisers. It is the best way for
company’s ads since it brings low cost and greater engagement with the
products and services
7. Social media
Today, social media marketing is one of the most important digital marketing
channels. It is a computer-based tool that allows people to create, exchange
ideas, information and pictures about the company’s product or services.
According to Nielsen, internet users continue to spend more time with social
media sites than any other type. Social media marketing networks include
YouTube, Facebook, Twitter, LinkedIn and Google+. Through YouTube can
create platforms for advertisements between videos which have a high
viewership and Facebook, company can promote events concerning product
and services, run promotions that comply with the Facebook guidelines and
explore new opportunities. Through Twitter, company can increase the
awareness and visibility of their brand. It is the best tool for the promotion of
company’s products and services. In LinkedIn, professionals write their
profile and share information with others. Company can develop their profile
in LinkedIn so that the professionals can view and can get more information
about the company’s product and services. Google+ is also social media
network that is more effective than other social media like Facebook, Twitter.
It is not only simple social media network but also it is an authorship tool that
links web-content directly with its owner.
YOUTUBE
YouTube was founded by Chad Hurley, Steve Chen, and Jawed Karim, when
they worked for PayPal. Prior to working for PayPal, Hurley studied design at
the Indiana University of Pennsylvania. Chen and Karim studied computer
science together at the University of Illinois at Urbana–
Champaign. YouTube's initial headquarters was above a pizzeria and Japanese
restaurant in San Mateo, California. The domain name "YouTube.com" was
activated on February 14, 2005 with video upload options being integrated on
April 23, 2005. The first YouTube video, titled me at the zoo, was uploaded
on April 23, 2005, and shows co-founder Jawed Karim at the San Diego Zoo.
YouTube began as an angel-funded enterprise working from a makeshift
office in a garage. In November 2005, venture firm Sequoia Capital invested
an initial $3.5 million, and Roe of Botha (a partner of the firm and former
CFO of PayPal) joined the YouTube board of directors. In April 2006,
Sequoia and Artis Capital Management invested an additional $8 million in
the company, which had experienced significant growth in its first few
months. During the summer of 2006, YouTube was one of the fastest growing
sites on the World Wide Web hosting more than 65,000 new video uploads.
 The site delivered an average of 100 million video views per day in July. It
was ranked the fifth-most-popular website on Alexa, far out-pacing even
MySpace's rate of growth. The website averaged nearly 20 million visitors per
month according to Nielsen/Net Ratings, with around 44% female and 56%
male visitors. The 12- to 17-year-old age group was dominant. YouTube's pre-
eminence in the online market was substantial. According to the website
Hitwise.com, YouTube commanded up to 64% of the UK online video
market. YouTube entered into a marketing and advertising partnership
with NBC in June 2006.

YOUTUBE ADVERTISEMENTS

YouTube is another popular avenue; advertisements are done in a way to suit the
target audience. The type of language used in the commercials and the ideas used
to promote the product reflect the audience's style and taste. Also, the ads on this
platform are usually in sync with the content of the video requested this is another
advantage YouTube brings for advertisers. Certain ads are presented with certain
videos since the content is relevant. Promotional opportunities such as sponsoring
a video is also possible on YouTube, "for example, a user who searches for a
YouTube video on dog training may be presented with a sponsored video from a
dog toy company in results along with other videos. YouTube also enable
publishers to earn money through its YouTube Partner Program. Companies can
pay YouTube for a special "channel" which promotes the company’s products or
services.
True View ads are the standard video ad type on YouTube. YouTube video ads
advertisers are required to pay only when a viewer watches the ad Payment is
made only if ad is watched for at least 30 seconds or more or until the end of the
ad video or if the viewer takes an action, such as clicking on a call-to-action.
Shippable True View ads should be 12-60 seconds in length. Non-shippable True
View ads should be 15-30 seconds in length. There are two types of True View
 ads vise Video Discovery Ads and In-Stream Ads. Video Discovery YouTube
Ads show on the YouTube homepage, search results pages, and as associated
videos on YouTube video watch pages.In-stream ads appear when someone
watches YouTube Video. These YouTube video ads can appear before or in
between or after the main YouTube video.

ADDITIONAL YOUTUBE VIDEO ADVERTISING TOOLS AND FEATURES

YouTube has a number of tools, extensions, and targeting options that can easily go
unnoticed, but are absolutely worth checking out. YouTube advertising provides:

YouTube Analytics Data – YouTube provides a wealth of analytic data, letting

advertiser’s collection information on metrics such as the number of views a video gets,
user engagement, and at which points viewers stop watching the video.

Remarketing – You can conduct YouTube advertising remarketing ads to users who
have already watched your previous videos on YouTube or on the Google Display
Network.

Channels – YouTube Channels are free to create, and function as your business’s own
station, not unlike a Facebook page. You can customize your channel to express your
business’s personality, and make it easy for viewers to subscribe to your future videos.

Advanced Targeting Options – YouTube advertising offers some great demographic

targeting options including niche interest targeting and age targeting. Watch out, single,
male, small dog owners under the age of 35.

Mobile Ads – When you’ve gotten the hang of YouTube advertising videos, you
can tablets. The YouTube for mobile app makes it easy for users to watch YouTube
videos on the go - and your mobile YouTube ads!

Homepage Ads – Advertisers can purchase prime ad space on YouTube’s homepage,

ensuring plenty of eyeballs and attention.
DIFFERENT TYPES OF YOUTUBE ADS FORMAT

Display ads – These show to the right of the feature video and above the video
suggestions list.

Overlay ads – These are semi-transparent ads that appear on the lower 20% portion of
your video.

Skippable video ads – These video ads can be inserted before, during, or after the main
video and allow viewers to skip ads after 5 seconds if they wish too.

Non-skippable video ads – These ads can appear before, during, or after the main video
and must be watched during the actual video being viewed.

Long, non- skippable video ads – These ads can appear before, during, or after the main
video and may be up to 30 seconds long. These must be watched during the actual video
being viewed.

Bumper ads – These are 6 second long non-skippable video ads which must be watched
before actual video can be viewed.

Sponsored cards – Sponsored cards show content that may be related to the video being
watched, such as products shown in the video.

WAYS TO USE YOUTUBE ADS

Brand Awareness: YouTube videos let to create unique brand experiences and express
the business’s personality. Consider producing a fun explainer video for product or
service. Creating videos is a fun and practical way to develop your brand’s identity.

Product Launch: Videos are a great way to introduce a new product or build excitement
about an upcoming release.

Audience Engagement: YouTube can be a great venue for connecting and interacting
with customers. A great example is Old Spice’s video response campaign in which they
had Isaiah Mustafa, aka “the man your man could smell like” release a number of videos
on YouTube answering questions and comments put forth by fans on Twitter and
Facebook. The campaign was incredibly successful, with Old Spice’s Twitter
following increasing by 2700%

Customer Help: YouTube is a great place to offer how-to video solutions for common
customer problems. Your videos can serve as a more engaging FAQ, or help customers
gain a more advanced understanding of the features your product offers. Try hosting
Q&A sessions, or town hall meetings to increase conversion with customers.
 CHAPTER -4

ANALYSIS AND INTERPRETATION

 CHAPTER -4

ANALYSIS AND INTERPRETATION

Table 4.1
Profile of the sample

Variable Categories Frequency Percentage

Gender Male 67 55.8
Female 53 44.2
Total 120 100
Age 15 to 20 years 24 20
21 to 25 years 78 65
26 to 30 years 8 6.7
31 to 35 years 10 8.3
Total 120 100
Education High school 1 8
Higher secondary 8 6.7
Any diploma or equivalent 13 10.8
Bachelors degree 63 52.5
Masters Degree 35 29.2
Total 120 100
Occupation Student 83 69.2
Self- employed 10 8.3
Private employed 23 19.2
Government employed 4 3.3
Total 120 100
Region Urban 49 40.8
Semi- urban 47 39.2
Rural 24 20
Total 120 100
(Source: Survey Data)
Inference

From the table it is clear that 55.8% of people are male.65% of the respondents are
belongs to the age 21-25 years.52.5% of people have educational qualification of
bachelors degree.69.2% of respondent are students. And 40.8% of respondents are from
urban area

Table 4.2

YouTube usage

Frequency percentage
Rarely 16 13.3
Frequently 37 30.8
Very frequently 67 55.8
Total 120 100
(Source: Survey Data)
Inference:
From the analysis of data regarding YouTube usage on the basis of percentage it is shown
that 55.8% of people are very frequently using youtube which is higher in percentage and
30.8% are frequently using and 13.3% are very rarely using YouTube.

Table 4.3

Facebook usage

Frequency Percentage
Never 5 4.2
Rarely 14 11.7
Frequently 40 33.3
Very Frequently 61 50.8
Total 120 100
(Source: Survey Data)
Inference
The table regarding Facebook usage shown that 50.8 and 33.3% people are using
facebook very frequently and frequently respectively .And 11.7% belongs rarely usage
category.4.2% people are never used facebook.

Table 4.4

Twitter usage

Frequency Percentage
Never 50 41.7
Rarely 48 40.0
Frequently 14 11.7
Very Frequently 8 6.7
Total 120 100
(Source: Survey Data)
From the analysis of data regarding Twitter usage, the twitter usage is very rare which
41.7%. And 40% people are rarely using twitter and only 6.7% people are using twitter
very frequently and 11.7% are using twitter frequently.

Table 4.5

LinkedIn usage

Frequency Percentage
Never 56 46.7
Rarely 43 35.8
Frequently 13 10.8
Very Frequently 8 6.7
Total 120 100
(Source: Survey Data)
From the analysis it is shown that LinkedIn usage is very rare among youth. 46.7%
people are never used LinkedIn .And only 6.7% are using LinkedIn very frequently and
only 10.8% are frequently used.

Table 4.6

Google plus usage

Frequency Percentage
Never 32 26.7
Rarely 32 26.7
Frequently 26 21.7
Very Frequently 30 25.0
Total 120 100
(Source: Survey Data)
The table regarding Google plus usage it is clear that only 25% people are very
frequently using Google plus, and 53.4% people are rarely or never used Google
plus.21.7% people are frequently using Google plus

Table 4.7

Usage of social media

Categories N Mean score Z P value

YouTube 120 3.42 -7.942 <0.001**
Facebook 120 3.31 -7.394 <0.001**
Twitter 120 1.83 -6.847 <0.001**
LinkedIn 120 1.78 -7.029 <0.001**
Google plus 120 2.45 -.639 .523
[Source: Survey Data]**Significant @ 1% level of significance

Inference
From the analysis of data based on mean score we found that the usage of social media’s
YouTube and facebook were very frequently used since its mean score is more than 2.5.
Among facebook and YouTube, YouTube is mostly used since to mean score is 3.42.
And usage Google plus is also frequent since it has mean score of 2.45. Whereas the
usage of twitter and linked in was very rare, since its mean score is less than 2.5 . All
social Medias except for Google plus is highly significant since p value is less than 0.05.

Table 4.8
Attractive and innovative tool

Frequency Percentage
YouTube 53 44.2
Facebook 60 50
LinkedIn 2 1.7
Google plus 5 4.2
#P = <0.001**
[Source: Survey Data]
# Chi Square test
**Significant @ 1% level of significance

Inference:

In the table regarding most attractive and innovative digital marketing tool it is clear that
facebook is the most attractive and innovative tool since it has the highest percentage of
50.And youtube is on second position with 44.2%.And the least attractive and innovative
digital marketing tool as compared to other is LinkedIn which has least percentage of
1.7%.
 Table 4.9

Waste of time

Frequency Percentage
Youtube 59 49.2
Facebook 30 25.0
Twitter 10 8.3
LinkedIn 8 6.7
GooglePlus 13 10.8
#P = <0.001**
[Source: Survey Data]
# Chi Square test
**Significant @ 1% level of significance
Inference:
From the analysis regarding the digital media tool which audience consider as a waste of
time is youtube which has highest percentage of 4.2%.And the facebook is on second
position with 25%.And the linkedIn has least percentage in this because in the study we
found that the usage of linkedIn is very less.

Table 4.10
Informative media
Frequency Percentage
Youtube 27 22.5
Facebook 71 59.2
Twitter 4 3.3
LinkedIn 4 3.3
GooglePlus 14 11.7
#P = <0.001**
[Source: Survey Data]
# Chi Square test
**Significant @ 1% level of significance
Inference
From the table regarding the most informative digital media tool its is clear that facebook
is considered as the most informative media .And here also youtube is on second position
with 22.5%.And the least informative media is Twitter and LinkedIn with 3.3%

Table 4.11
Interrupts the ultimate intension
Frequency Percentage
Youtube 58 48.3
Facebook 42 35.0
Twitter 6 5.0
LinkedIn 5 4.2
GooglePlus 9 7.5
#P = <0.001**
[Source: Survey Data]
# Chi Square test
**Significant @ 1% level of significance
Inference
In the table regarding the tool in which the advertisements interrupts the ultimate
intension of using the media .Youtube is considered as the most interrupted one with
48.3%.Facebook also had high percentage with second position.And the least is LinkedIn
with 4.2%

Table 4.12
Use of skip option
 Frequency Percentage
Youtube 93 77.5
Facebook 14 11.7
Twitter 3 2.5
LinkedIn 3 2.5
GooglePlus 7 5.8
#P = <0.001**
[Source: Survey Data]
# Chi Square test
**Significant @ 1% level of significance

Inference
From the analysis of data regarding the tool in which skip option is frequently used
YouTube has an highest percentage which is 77.5% .That is most people use skip option
in youtube.And in all other tools except for YouTube the usage is very low. In Facebook
it is 11.5%. and in Google plus it is 5% and for twitter and LinkedIn it is 2.5%

Table 4.13
No option for skipping
Frequency Percentage
Youtube 45 37.5
Facebook 49 40.8
Twitter 9 7.5
LinkedIn 7 5.8
GooglePlus 10 8.3
#P = <0.001**
[Source: Survey Data]
# Chi Square test
**Significant @ 1% level of significance
Inference From the data regarding the digital marketing tool which does not have option
for skipping or skipping takes too much time facebook is most preferred.And youtube is
on second position with 37.5% since some advertisements on youtube cant skip or which
can skip only after few minutes.

Table 4.14
Easily identification of product/service
Frequency Percentage
Youtube 47 39.2
Facebook 58 48.3
Twitter 3 2.5
LinkedIn 3 2.5
GooglePlus 9 7.5
#P = <0.001**
[Source: Survey Data]
# Chi Square test
**Significant @ 1% level of significance
Inference
This table is regarding the digital marketing tool which helps in easily identification of
product / service showcasing the advertisement highest percentage is for facebook with
48.3%.And youtube is on second position with 39.2%.And the tools which fail in easily
identification of product or service is twitter and linkedIn with 3% on both
Table 4.15
Buffering time is high
Frequency Percentage
Youtube 89 74.2
Facebook 23 19.2
Twitter 2 1.7
LinkedIn 2 1.7
GooglePlus 4 3.3
#P = <0.001**
[Source: Survey Data]
# Chi Square test**Significant @ 1% level of significance
Inference
From the data regarding buffering time in social media youtube is highest time taking
advertisement for buffering with an highest percentage of 74.2.And facebook on the
second position with 19.2% .The highest percentage of 74.2 in youtube says that the main
problem faced by youtube advertisements are the buffering problem

Table 4.16

Preference of YouTube advertisements

N Mean Z P value
Noticeability of 120 3..36 -9.037 <0.001**
advertisements
Likability of advertisements 120 2.17 -2.282 .022
Usage only for watching 120 1.84 -5.751 <0.001**
advertisements
Use of skip option 120 3.42 -7.942 <0.001**
[Source: Survey Data]

Inference:
This table shows preference of people towards YouTube advertisements. In case of
noticeability of advertisements people are frequently notice advertisements on YouTube
since its mean score is 3.36 which is higher than middle value of 2.25.In case of likability
of YouTube advertisements people like advertisements on YouTube but they are not
really keen to watch advertisements since its mean score is 2.17 which is less than
2.5.And only less people using YouTube only for watching advertisements. Many people
use skip option while using YouTube .The usability skip option in YouTube has a mean
score of 3.42 which is higher than 2.5. Its shows that the skip option is frequently used in
YouTube. P value is less than <0.001** so it is highly significant

Table 4.17
 Factors making advertisements memorable

N Mean Z P value
Music 120 4.33 -9.439 <0.001**
Scenery 120 4.25 -10.100 <0.001**
Narration 120 4.12 -9.596 <0.001**
Tone of voice 120 3.78 -7.620 <0.001**
Actors physical appearance 120 3.82 -7.244 <0.001**
Facial expression 120 3.72 -7.178 <0.001**
[Source: Survey Data]
Inference:
This table shows the factors which makes advertisements more memorable. And the
study reveals that music and scenery in advertisements are more memorable since its
mean score is 4.33 and 4.25 respectively. Narration of advertisements also makes
advertisements more memorable since it has mean score of 4.12. The p value is <0.001**
so the data is highly significant.

Table 4.18

Factors making advertisements understand

N Mean Z P value
Music 120 4.07 -8.561 <0.001**
Scenery 120 4.22 -9.552 <0.001**
Narration 120 4.21 -9.394 <0.001**
Tone of voice 120 3.73 -6.874 <0.001**
Actors physical appearance 120 3.82 -7.128 <0.001**
Facial expression 120 3.77 -7.092 <0.001**
[Source: Survey Data]
Inference:
The table showing factors making advertisements understandable reveals that music
scenery and narration are the factors which help to understand advertisements better since
its mean score is higher than 3 . And the lowest mean score is for facial expression. This
shows that facial expression gives least importance to understand advertisements better. P
value for all factors is <0.001** so it is highly significant

Table 4.19
Factors advertisements helped to understand better

N Mean Z P
Brand 120 4.43 -10.300 <0.001**
Message 120 4.19 -9.512 <0.001**
Procedure for purchase 120 3.94 -8.692 <0.001**
Awareness about new 120 4.20 -9.500 <0.001**
product
[Source: Survey Data]

Inference:
This table shows that advertisement mostly helped to understand the brand showcasing
the advertisement since it has mean score of 4.43 and also it helps to get awareness about
new product in the market and also helps to understand the message these all have mean
which is higher than. And the data is highly significant since the p value is <0.001**
 Table 4.20

Opinion of YouTube advertisements

N Mean Z P value
Always skip advertisements 120 4.40 -9.719 <0.001**
Only watch when interested in 120 3.95 -7.541 <0.001**
product
Only watch when familiar 120 3.32 -3.865 <0.001**
with the brand
Spend time to know about 120 2.82 -.730 .466
new product
Always ignore advertisements 120 3.67 -5.870 <0.001**
on YouTube
[Source: Survey Data]
Inference:
This table shows peoples opinion about YouTube advertisements. people always used to
skip advertisements since it has mean value of 4.40 which is higher than 3.And they only
watch advertisements when they are interested in the product or they are familiar with the
brand. And people do not spend any time to know about new product in the market since
it has least mean of 2.82 which is less than 3.All the opinions are highly significant since
its p value is <0.001** except in case of spending time to know about new product in the
market
Table 4.21

Reaction to YouTube advertisements

N Mean Z P value
Ignore the advertisements 120 4.04 -8.088 <0.001**
Research about the product or 120 3.07 -1.060 .289
service
Consider the product or 120 3.30 -2.982 0.003
service
Purchase the product or 120 3.00 -.566 .571
service
Get annoyed for 120 3.76 -6.092 <0.001**
(Source: Survey Data)
Inference:

The data regarding reaction of people towards YouTube advertisements shows that the
majority of people ignore the advertisements as it has highest mean score of 4.04. And
second highest mean is for get annoyed for having video interrupted. So this shows a
negative attitude of people towards advertisements on YouTube. And the least rank is for
decision to purchase the product by seeing advertisements on YouTube. All the reaction
is highly significant except in the case of purchase decision.
 CHAPTER -5

FINDINGS, CONCLUSIONS AND SUGGESTIONS

 FINDINGS, CONCLUSIONS AND SUGGESTIONS

FINDINGS

The findings drawn from the study are as follows:

1. From the table 4.1 it is clear that 55.8% of people are male.65% of the
respondents are belongs to the age 21-25 years.52.5% of people have educational
qualification of bachelors degree.69.2% of respondent are students. And 40.8% of
respondents are from urban area
2. From the analysis of table 4.2 regarding YouTube usage on the basis of
percentage it is shown that 55.8% of people are very frequently using YouTube
which is higher in percentage and 30.8% are frequently using and 13.3% are very
rarely using YouTube.
3. The table 4.3 regarding Facebook usage shown that 50.8 and 33.3% people are
using facebook very frequently and frequently respectively .And 11.7% belongs
rarely usage category.4.2% people are never used facebook.
4. From the analysis of table 4.4 regarding Twitter usage, the twitter usage is very
rare which 41.7%. And 40% people are rarely using twitter and only 6.7% people
are using twitter very frequently and 11.7% are using twitter frequently.
5. From the analysis of table 4.5 it is shown that LinkedIn usage is very rare among
youth. 46.7% people are never used LinkedIn .And only 6.7% are using LinkedIn
very frequently and only 10.8% are frequently used.
6. The table 4.6 regarding Google plus usage it is clear that only 25% people are
very frequently using Google plus, and 53.4% people are rarely or never used
Google plus.21.7% people are frequently using Google plus
7. From the analysis of table 4.7 based on mean score we found that the usage of
social media’s YouTube and facebook were very frequently used since its mean
 score is more than 2.5. Among facebook and YouTube, YouTube is mostly used
since to mean score is 3.42.
8. In the table 4.8 regarding most attractive and innovative digital marketing tool it
is clear that facebook is the most attractive and innovative tool since it has the
highest percentage of 50.And YouTube is on second position with 44.2%.And the
least attractive and innovative digital marketing tool as compared to other is
LinkedIn which has least percentage of 1.7%.
9. From the analysis of table 4.9 regarding the digital media tool which audience
consider as a waste of time is YouTube which has highest percentage of
4.2%.And the facebook is on second position with 25%.And the LinkedIn has
least percentage in this because in the study we found that the usage of LinkedIn
is very less.
10. From the table 4.10 regarding the most informative digital media tool it is clear
that facebook is considered as the most informative media .And here also
YouTube is on second position with 22.5%.And the least informative media is
Twitter and LinkedIn with 3.3%
11. In the table 4.11 regarding the tool in which the advertisements interrupts the
ultimate intension of using the media .YouTube is considered as the most
interrupted one with 48.3%.Facebook also had high percentage with second
position. And the least is LinkedIn with 4.2%
12. From the analysis of table 4.12 regarding the tool in which skip option is
frequently used YouTube has an highest percentage which is 77.5% .That is most
people use skip option in youtube.And in all other tools except for YouTube the
usage is very low. In Facebook it is 11.5%. and in Google plus it is 5% and for
twitter and LinkedIn it is 2.5%
13. From the table 4.13 regarding the digital marketing tool which does not have
option for skipping or skipping takes too much time facebook is most preferred.
And YouTube is on second position with 37.5% since some advertisements on
YouTube can’t skip or which can skip only after few minutes.
14. This table 4.14 is regarding the digital marketing tool which helps in easily
identification of product / service showcasing the advertisement highest
 percentage is for facebook with 48.3%.And YouTube is on second position with
39.2%.And the tools which fail in easily identification of product or service is
twitter and LinkedIn with 3% on both
15. From the table 4.15 regarding buffering time in social media YouTube is highest
time taking advertisement for buffering with an highest percentage of 74.2.And
facebook on the second position with 19.2% .The highest percentage of 74.2 in
YouTube says that the main problem faced by YouTube advertisements are the
buffering problem

16. Thr table 4.16 shows preference of people towards YouTube advertisements. In
case of noticeability of advertisements people are frequently notice
advertisements on YouTube since its mean score is 3.36 which is higher than
middle value of 2.25.In case of likability of YouTube advertisements people like
advertisements on YouTube but they are not really keen to watch advertisements
since its mean score is 2.17 which is less than 2.5.And only less people using
YouTube only for watching advertisements. Many people use skip option while
using YouTube .The usability skip option in YouTube has a mean score of 3.42
which is higher than 2.5. Its shows that the skip option is frequently used in
YouTube. P value is less than <0.001** so it is highly significant
17. The table 4.17 shows the factors which makes advertisements more memorable.
And the study reveals that music and scenery in advertisements are more
memorable since its mean score is 4.33 and 4.25 respectively. Narration of
advertisements also makes advertisements more memorable since it has mean
score of 4.12. The p value is <0.001** so the data is highly significant.
18. The table 4.18 showing factors making advertisements understandable reveals that
music scenery and narration are the factors which help to understand
advertisements better since its mean score is higher than 3 . And the lowest mean
score is for facial expression. This shows that facial expression gives least
importance to understand advertisements better. P value for all factors is
<0.001** so it is highly significant
 19. The table 4.19 shows that advertisement mostly helped to understand the brand
showcasing the advertisement since it has mean score of 4.43 and also it helps to
get awareness about new product in the market and also helps to understand the
message these all have mean which is higher than. And the data is highly
significant since the p value is <0.001**
20. The table 4.20 shows peoples opinion about YouTube advertisements. people
always used to skip advertisements since it has mean value of 4.40 which is
higher than 3.And they only watch advertisements when they are interested in the
product or they are familiar with the brand. And people do not spend any time to
know about new product in the market since it has least mean of 2.82 which is
less than 3.All the opinions are highly significant since its p value is <0.001**
except in case of spending time to know about new product in the market
21. The table 4.21 regarding reaction of people towards YouTube advertisements
shows that the majority of people ignore the advertisements as it has highest mean
score of 4.04. And second highest mean is for get annoyed for having video
interrupted. So this shows a negative attitude of people towards advertisements on
YouTube. And the least rank is for decision to purchase the product by seeing
advertisements on YouTube. All the reaction is highly significant except in the
case of purchase decision.

CONCLUSION

From the analysis of data on usage of social media based on mean score we found that
the usage of social media’s YouTube and facebook were very frequently used since its
mean score is more than 2.5. Among facebook and YouTube, YouTube is mostly used
since to mean score is 3.42. And usage Google plus is also frequent since it has mean
score of 2.45. Whereas the usage of twitter and linked in was very rare, since its mean
score is less than 2.5. All social Medias except for Google plus are highly significant
since p value is less than 0.05. When comparing the different features of digital like
YouTube, facebook, twitter, LinkedIn and Google plus we can find that in case of
attractiveness and informative facebook shows an higher percentage that is 50% for
attractiveness and 59.2% for informative. In both the cases YouTube shows only second
position. And the least attractive and informative advertisement media is twitter. And the
study shows that 59% of people views advertisements on YouTube as a waste of time.
46.3% of people saying that YouTube advertisement interrupt the ultimate intention of
using social media. And also skip option is mostly used in case of YouTube
advertisements as compared to other digital marketing tools which is 77.5%. And 40.8%
people say that no option for skipping makes difficulty in case of facebook
advertisement. And in that case YouTube is in second position with 37.5%.That may be
because of 5 second compulsory advertisements on YouTube. In case of easy
identification of product or services also facebook shows higher percentage of 48.3. And
YouTube is a second position with 39.2%. The major drawback of YouTube revealed
from YouTube advertisement is high buffering time. 74.2% of people say that buffering
on YouTube advertisement takes very much time which is 1.84. Many people use skip
option while using YouTube. The usability of YouTube has mean score of 3.42 which is
higher than 2.5. Its shows that the skip option is widely used in YouTube. The table on
opinion of people towards YouTube advertisements shows that in case of noticeability of
advertisements people are frequently notice advertisements on YouTube since its mean
score is 3.36 which is higher than middle value of 2.25.In case of likability of YouTube
advertisements people like advertisements on YouTube but they are not really keen to
watch advertisements since its mean score is 2.17 which is less than 2.5.And only less
people using YouTube only for watching advertisements. Many people use skip option
while using YouTube .The usability skip option in YouTube has a mean score of 3.42
which is higher than 2.5. Its shows that the skip option is frequently used in YouTube. P
value is less than <0.001** so it is highly significant. From the analysis of data regarding
factors make advertisements understandable and memorable reveals that music scenery
and narration are the factors which help to understand advertisements better since its
mean score is higher than 3 . And the lowest mean score is for facial expression. This
shows that facial expression gives least importance to understand advertisements better. P
value for all factors is <0.001** so it is highly significant. Advertisement mostly helped
to understand the brand showcasing the advertisement since it has mean score of 4.43 and
also it helps to get awareness about new product in the market and also helps to
understand the message. . people always used to skip advertisements since it has mean
value of 4.40 which is higher than 3.And they only watch advertisements when they are
interested in the product or they are familiar with the brand. And people do not spend any
time to know about new product in the market since it has least mean of 2.82 which is
less than 3
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March 2018, from http://mobilestorm.com/mobile-marketing/what-is-digital-marketing/

15. Fedorov, P. (2014). Video Promotion And Advertising: Youtube Channels And Their
Role In Promotion Of Education.
ANNEXURE
EFFECTIVENESS OF YOUTUBE AS A DIGITAL MARKETING TOOL AMONG
YOUTH

1. GENDER

FEMALE MALE OTHERS

2. AGE
15-20 YRS 21-25 YRS 26- 30 YRS
30-35 YRS

3. EDUCATIONAL QUALIFICATION

HIGH SCHOOL HIGHER SECONDRY

ANY DIPLOM/EQUALENT BACHELORS DEGREE

MASTERS DEGREE DOCTRATE DEGREE

4. OCCUPATION

STUDENT SELF-EMLOPYE PRIVATE EMPLOYEE

EMPLOYED FOR WAGES GOVERNMENT EMPLOYEE

5. WHAT IS YOUR CURRENT GEOGRAPHIC LOCATION?

URBAN SEMI URBAN RURAL

6. DO YOU USE SOCIAL MEDIA?

YES NO
7. WHAT ALL ARE THE INTENSION OF USING SOCIAL MEDIA?

SOCIAL NETWORKING WATCH MOVIES/ VIDEOS

SHARE MEDIA WATCH ADVERTISEMENTS

8. HAVE YOU EVER WATCHED DIGITAL MEDIA ADVERTISEMENTS?

YES NO

9. . WHICH ALL ARE THE DIGITAL MARKETING TOOLS USED BY YOU

YOUTUBE FACEBOOK TWITTER

LINKEDIN GOOGLE +

10. HOW OFTEN U USE THESE APPLICATIONS

APPLICATIONS VERY FREQUENTLY RARELY NOT AT

FREQUENTLY ALL
YOUTUBE USAGE
FACEBOOK USAGE
TWITTER
LINKEDIN
GOOGLE+

11. FOR WHICH TOOL, THE FOLLOWING FEATURES SUITS MORE

 YOUTU FACEBO TWITT LINKE GOOGL
BE OK ER DIN E+
ADVERTISEMENTS ON THIS
MEDIA IS VERY ATTRACTIVE
AND INNOVATIVE
WATCHING ADS ON THIS
SOCIAL MEDIA IS WASTE OF
TIME
ADVERTISEMENTS IN THIS
MEDIA IS VERY INFORMATIVE
IT INTERRUPTS THE ULTIMATE
INTENTION OF USING THE
SOCIAL MEDIA
SKIP OPTION IS FREQUENTLY
USED IN THIS MEDIA
NO OPTION FOR SKIPPING OR
SKIPPING ADVERTISEMENTS
TAKE TIME
IT IS EASY TO IDENTIFY THE
PRODUCT/SERVICE
SHOWCASING THE
ADVERTISEMENTS
BUFFEREING TAKES SO MUCH
TIME

12. ANSWER YOUR OPINION ACCORDING TO YOUR PREFERNCE

VERY FREQUEN RARE NOT AT
FREQUENT TLY LY ALL
LY
HAVE YOU EVER NOTICED
ADVERTISEMENTS ON YOUTUBE
DO YOU LIKE WATCHING VIDEO
ADVERTISEMENTS IN YOUTUBE?
HAVE YOU EVER USED YOUTUBE
ONLY FOR WATCHING
ADVERTISEMENTS?
ARE YOU EVER USED SKIP OPTION
WHILE SHOWING YOUTUBE
ADVERTISEMENTS?

13. FOLLOWING FACTORS MAKE ADVERTISEMENTS MORE MEMORABLE

MUSIC SA A N D SD
SCENARY
NARRATION
TONE OF VOICE
ACTORS PHYSICAL APPEARANCE
FACIAL EXPRESSION

14. FOLLOWING FACTORS HELP ME TO UNDERSTAND ADVERTISEMENTS

BETTER

MUSIC SA A N D SD
SCENARY
NARRATION
TONE OF VOICE
ACTORS PHYSICAL APPEARANCE
FACIAL EXPRESSION
15. THE ADVERTISEMENTS HELP ME TO UNDERSTAND
BRAND SA A N D SD
MESSAGE
THE THINGS I HAVE TO DO TO
PURCHASE THE PRODUCT
GET AWARENESS ABOUT NEW
PRODUCT IN THE MARKET

16. PLEASE MARK YOUR OPINION ON THE FOLLOWING STATEMENT WITH

RESPECT TO YOUTUBE ADVERTISEMENTS
SA A N D SD
I ALWAYS SKIP ADVERTISEMENTS AFTER FEW
SECONDS
I ONLY WATCH ADVERTISEMENTS WHEN IAM
INTERESTED IN PRODUCT
I ONLY WATCH ADVERTISEMENTS WHEN IAM
FAMILIER WITH THE BRAND
I SPEND TIME IN YOUTUBE TO KNOW ABOUT NEW
BRANDS AND PRODUCT IN THE MARKET
I ALWAYS IGNORE ADVERTISEMENTS ON YOUTUBE

17. AFTER WATCHING ADVERTISEMENTS ON YOUTUBE HOW DO YOU

REACT TO IT

IGNORE THE ADVERTISEMENT SA A N D SD

RESEARCH ABOUT THE
PRODUCT/SERVICE
CONSIDER THE PRODUCT/SERVICE
PURCHASE THE PRODUCT/SERVICE
GET ANNOYED FOR HAVING VIDEO
INTERRUPTED