Advertisement Analysis Essay

Advertisement Analysis Essay

            Advertisement Analysis Essay

Introduction

An advertisement is a paid and non-personal communication meant for the public about cases, goods and other related services and ideas. The modes of advertisements vary depending on the product and service that is being advertised. For example, direct mail, telephone, radio and internet can be used in this regard. Forming a very crucial part of marketing, the advertisements are forms of public notices designed to amongst other things, to motivate, persuade and most commonly serve as invitations to treat so that potential clients and customers would make an offer on the products under advertisements. The products’ vendors can accept, placing then in a seller buyer relationship by contract after the consideration has been done, and consideration here is the exchange value and in most cases tends to be cash. When an advertisement is aired on radio or television the advertisement is called a commercial, according to the Canadian-US advertisements expert, John E. Kennedy posits that advertisements are just salesmanship in print version. For the purpose of this analysis, this paper serves as a critical analysis of you tube advertisement, methods used, and finally the pros and cons. The product under advertisement is the new Mercedes Maybach s600, a luxury brand of Mercedes.

 

 Thesis statement

Is the use of YouTube advertisement effective in the long run towards advertising high value products and brand in the Internet?

Methods

The methods that will be used to test the thesis statement will involve the random sampling of four to Five you tube videos from different genres of music and finally sample a couple of you tube videos on politics just for the purpose of getting diverse scope of sampling.

The sampling will be conducted on the TrueView InStream ads, the ads in this category are ads that resemble those on TV and play before the commencement of monetised videos, its users have to watch the video for at least five seconds after which they have the option of skipping the ad or completing watching it altogether.

The other category will be the InDisplay and InSsearch ads, which always appear on the right hand side with the suggested and recommended videos, it is important to note that this category of videos can always appear on other sites via the Google Display Network. The InSearch iwill always appear on YouTube and the targeting will be effected by a pay per click (PPC) campaign. This category always consists of a combination of text and thumbnails.

Research

The recent revelation made through a report made by Google was of the suggestion that, in majority, accounting for eighty-percent of the adverts made on You Tube and other video website has an upper advantage over the traditional TV advertisement. It is the best way in driving sales with google attacking the efficiency of the TV ads, as the result they have resorted to calling on advertisers to invest heavily on the YouTube spending for ads. In an analysis conducted by google of 56 studies  which was conducted by various research partners, it is suggested that advertisers ought to allocate as much more than six times of budget allocation on expenditure to the channel advertisements compared to what they are currently doing now (Sweney, Mark). In October 2016, Eileen Naughton, a Google UK and Ireland Executive told advertisers that they ought to spend almost quarter of the TV advertisement budgets on YouTube if they intend to reach out to the 16 to 24 year olds.

Common Mistakes while using YouTube ads

It is an expectation that the numbers in online video streams will double to 1.5 billion users in the year 2016, according to Cisco. The effectiveness of YouTube advertising in growing the business in the past has become very great when a business is trying to generate actual sales and not only branding. There are very many mistakes which have been made with the platforms users, after a keen and careful analysis of the methods which were to be used in testing the thesis statement, it is imperative that a couple of inferences have to be made as regards the mistakes businesses and individual users go through when using YouTube for advertisement.

The first mistake is not taking advantage of the advertising that is done on YouTube. Although it has become very popular, many businesses have chosen to shy away from the YouTube advertisement due to the high barriers that exist in investing huge sums of money and little more time (Siu, Eric.). Analyzing the usage of in-stream ads, it is more than evident that these are the most effective ads that can be used on YouTube, the fact that they run on most videos for a compulsory five minutes is added advantage, for businesses majoring in branding, this might be the most effective mode of advertisement. Third and finally, when one does not have a good video creative, the viewers who mostly want quality streaming video will most likely not concentrate on the videos.

Advantages of Using You Tube advertisements

Audience

The reach of YouTube advertisements cannot be underestimated; there are more than a billion unique visits that have been made to YouTube every month, with the visitors watching over an average of six-billion hours of video. After analyzing and sampling the various marketing channels, YouTube remains to be the platform with the greatest potential of reaching a large percentage of the population.

Target: YouTube has an overall reach currently unrivalled, the reach it has will be nothing if there is no target audience. With the platforms advertising one can employ precision targeting which is hinged on demographics, locations, securities, watching gadgets and even have time of the day to make certain that the message intended has passed and reached the right target audience.

Perhaps the most exceptional advantage of YouTube advertisement is the viral ability tactic that has been guaranteed by the courtesy of the millions of viewers who access the platform to watch the latest videos online. Another advantage that is accrued by YouTube adverts is that there is a very strong support that is offered by Google because the platform is fully owned by the reputable and popular search engine. Its robust market repute also renders it a beneficiary of solid record of accomplishment and reliability.

 

Disadvantages of Using YouTube advertisements

Every business and its tools have a couple of rough edges that every budding and existing entrepreneur ought to be aware of so that they can avoid the potential pitfalls that nay eventually take place. The most significant disadvantage that might face YouTube as a channel of advertisement is that there is a “No Guarantee” policy, which means that expecting outcomes with using the facility is not guaranteed, as there is no coercion on the number of viewers or the viewers supporting your business in return after seeing the ads.

YouTube as a platform does not offer the desired flexibility as regards how one can customize his/her own videos for production. It is a particularly limited and restriction is on the videos that are posted on the platform that limits dynamic nature of the videos as promotion videos (Baker, Amy). With the free to all for purposes of posting, all varieties of dynamic user interactions are allowed, it therefore becomes tiresome for entrepreneurs and marketers to receive very poor and negative reviews on the promotional videos they put out, these reviews cannot be erased and become a feature on the videos for as long as they remain on the channel.

 

Bibliography

Sweney, Mark. “Google Claims Youtube Ads Are More Effective Than TV”. The Guardian, 2017, https://www.theguardian.com/media/2016/apr/20/google-youtube-ads-tv.

Siu, Eric, and Read more. “5 Common Youtube Advertising Mistakes”. Entrepreneur, 2017, https://www.entrepreneur.com/article/244260.

 Baker, Amy. “The Top 10 Benefits Of Youtube Advertising”. 360Degreemarketing.Com.Au, 2017, http://www.360degreemarketing.com.au/Blog/bid/403377/The-Top-10-Benefits-of-YouTube-Advertising.