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3 METHODOLOGY 3.1 Research approach The purpose of this study was to understand how to create successful adver- tising video on YouTube with using selected advertising characteristics. Ac- cording to Ducoffe F. (1996) research of advertising value model, Entertain- ment and Informativeness aspects of advertising were chosen for implication from traditional media channel TV to YouTube. Other characteristics as Inter- activity and Engagement were taken due to the usage of adressable media technologies and fast connection with viewers. There is no previous research of implementation advertising value model into YouTube because of the nov- elty of the platform and the methodologies of its use for commercial purposes. However, advertising value model was used for other platforms of advertising: 54PDF Image | YouTube as an advertising platform
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