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The role of TV in the future of entertainment is shifting. Despite the fact that TV is still a successful way to deliver mass reach, media space needs to adapt to a new rule of marketing. The media mix is not fully optimized due to the novelty of platforms. As Google EMEA President Matt Brittin said on stage at AdWeek Europe, 2016: “This is an ‘and’ game, not an ‘or’ game but audiences are watching more video than ever before, and any screen will do.” – (Google, 2016). 2.8 Advertising Value: How to create successful YouTube advertising “There is no single formula for a perfect video ad, but here are a few recom- mendations pulled from our experience with some successful creators to help you deliver maximum impact.”- YouTube, 2017 1.9 Advertising value model ; Ducoffe ,1996. Standardized regression weights 32PDF Image | YouTube as an advertising platform
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