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In general, the results from Quantitative and Qualitative research can be com- pared and the main criteria are formulated. According to frequency tables from both researchers, average YouTube user is a male or female 13-34-year-old who is using YouTube for entertainment. Interactive tools help to provide fast two-way communication between a YouTube channel and a user with like/dis- like, comment and share engagement elements. Two limitations of the current study were notified. First, in contrast to what Ducoffe found regarding web advertising in general, in terms of Advertising Value on YouTube, perceived Informativeness have only limited support. Based on researchers, it can be explained by low credibility rate as, for exam- ple, the implementation of TV commercial requires the use of high budget and only large corporation can allow to spend significant amount of money to book air-time. In contrast, a small business can pay for ad-skipping commercial or collaborate with Vloggers providing fake information about features of a prod- uct or service. (Example: casino, sport betting bureau). The users do not trust untested resources and non-famous Vloggers. Second, YouTube advertising is not entertaining enough, means that a lot of users are irritated by watching commercials. Form my experience, while research I have talked with daily YouTube users to find out more in-depth information about their opinion about Advertising on YouTube. After small interviews I found out that a lot of people even do not want to continue watching video if there is non-skippable ad before or in the middle of a video. For future improvement, I would suggest changing the rules of Advertising technologies that Adv can be seen only at the begin- ning of the video. Additionally, I think non-skippable advertisement gives neg- ative effect and decrease the total watching time on YouTube. For companies, my recommendation would be to use only ad-skippable type of adv to get a higher percentage of views as well as increase the watching time of an adver- tising. Overall, the results from Quantitative and Qualitative analysis agree with each other which means proper selection was made to identity key tools for successful video making. 87PDF Image | YouTube as an advertising platform
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