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user an extra opportunity to be closer with brands, effect on video content and for companies reach reactions. To derive the formula for success, the study carried out a combination of qualitative and quantitative approach to the cho- sen methods of a quantitative online method and a qualitative data collection. The research question: What makes YouTube advertising successful? And sub-question - Which elements are key in creating a video for promoting a product or ser- vice? 1.3 Importance of the research Firstly, this research can help to raise the effectiveness of YouTube advertis- ing with a better understanding of a central idea, consumption desires or how to interpret the products or services being launched in this social media plat- form. Secondly, this study can contribute to existing research, but with a new perspective not explored before, and can fill the research gap on the topic and the theory. Thirdly, this research can orient with an implementation of theory into real YouTube advertising campaign. 9PDF Image | YouTube as an advertising platform
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