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1.13 Previous applications of Advertising value model Similar researches of Google and 3rd party 2013-2016 were made. They con- tain a meta-analysis of 56 case studies across eight countries, mainly focus group of U.K., France, and Germany shows that advertising on YouTube de- livered a higher Return on Investment (ROI) than TV in nearly 80% of cases. “The research was carried out with a range of partners including Brand- Science, MarketingScan and MarketShare”,-YouTube (2017) and used a va- riety of methodologies and meta-analysis to understand the correlation be- tween media exposure and offline sales. The purpose of meta-analysis was to combine findings from separate but largely similar studies (in terms of sub- jects, hypotheses, phenomena, etc.) for combining, comparing, selecting or seeking out common elements, relevant results, cumulative properties. The table 2. Showed the previous application of Advertising Value model research- ers starting from Ducoffe (1996) Banner ads to study of Facebook ads made by Van - Tien Den et al. 2014. The chosen methods for my studies were quantitative online method and qualitative data. The quantitative online method was based on sharing online questionnaire with clickable video advertising. Participants were chosen by a group of ran- dom people from 13 -above to understand the general effect of adv on YouTube, as well as the connection of attitude to advertising on YouTube for different age group, regions, their occupational status and generations in total. The qualitative data study was based on feedback from advertising video (comments, shares, likes / dislikes) created for this research. Total views on the video were also considered as important data for understanding the suc- cess of the audience and their preference for content. Combination of feed- back, views and online question data provides a level of engagement on YouTube as one of the hypothesis of this research. 55PDF Image | YouTube as an advertising platform
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