Content area
Full text
Abstract
Purpose: The main aim of this research is to evaluate the effectiveness of online video advertising concentrating on Malaysian consumers' perspective towards advertisements on YouTube.
Design/methodology/approach: Hypothesis testing study in quantitative approach. Sampling technique is used in quantitative approach to quantify the findings which will be tabulated along a continuum in numerical form to identify the relationship between dependent variable and independent variables.
Findings: Engagement (Independent Variable) has the strongest positive significant relationship with the effectiveness (Dependent Variable) of online video advertising particularly on YouTube advertising. Aside from that, the rest of the independent variables which are attitude and advertising content show no significant relationship with the dependent variable.
Research limitations/implications: The constraint of time that participants faced as generation Y in Klang Valley are usually busy as well as the duration of completion for the research restricting the survey to be conducted to a larger sample size and geographical area.
Practical implications: The research indicates that engagement influences the effectiveness of YouTube advertising. Advertisers would need to understand the ways to grab consumer's engagement in this platform as well as looking into the consumers' attitude that could affect the engagement.
Originality/value: A review and conceptual framework pertaining to factors affecting the effectiveness of online video advertising does not have a focus study on Malaysian consumers' perspective towards ads on YouTube. Hence, this research is designed to provide insights on the platform particularly among Generation Y consumers.
Keywords: Marketing, Effectiveness, Consumers' Perspective, Advertising, Youtube
Introduction
1.1 Research Background
In Malaysia, internet penetration has exceeded more than half of the population with 68.5% internet users that spend an average of 5.1 hours a day on the internet (Malaysian Digital Association, 2016). Nowadays, online videos have become the epitome of applications in the internet world. Hence, advertisers are taking the advantage of using video-sharing websites such as YouTube to reach the large online audiences.
1.2 Research Problem
TrueView in-stream advertising allows YouTube users to skip video ads. Both of the in-stream ad formats may produce higher CPMs than other YouTube advertising formats, but non-skippable in-stream advertisement has higher video abandonment rates than skippable TrueView in-stream ads. When users are allowed to choose whether to skip the advertisement or continue viewing the advertisement, a number of...