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that are created for a third party and/or where that third party's brand, message, or product is integrated directly into the content” (Google, 2016). Moreover, YT has some advantages in product placement over TV. “One of the big differences between product placements in television programs and those in YouTube videos, however, is the number of people a given YouTube video can reach. According to YouTube's CEO Susan Wojcicki, YouTube now reaches more 18- to 49-year-olds than any television network, and the platform's audience is larger than the audience of the top 10 prime time network television shows combined” (Mediakix, 2016) The most important reason why big corporations began to use more and more PP instead of classic, short ads is the same, as we mentioned before, when we were talking about TV advertising. “According to the CBC/Radio Canada, only 30% of the $67 billion spent on North American T.V. advertising actually gets viewed” (Mediakix, 2016). The same situation is with classic pre- and mid- roll YouTube advertising, its biggest disadvantage for the users is that ads are (often at least partially) skippable. For example: “60% of millennials prefer online videos because they feature ads that are easily ignored” (Mediakix, 2015). So here, marketers of big brands face a huge problem: that money spent on advertising can be thrown to the wind. That is why PP now is one of the most popular, preferable and, the most important, an effective way of promotion. Now I would like to talk in more detail about how product placement works, about its types, show some examples and, of course, describe its advantages and demonstrate why this way of advertising is so effective. This type of cooperation between creators and brands is beneficial for the both parties. For creators, it represents one of the sources of revenue. As we mentioned before, YouTube allows creators to put some short skippable ads against their videos, but disadvantages of this method are relatively small rate of revenue from each ad, the wide usage of ad blockers by viewers and necessity to share their revenue with the website. Furthermore, PP represents for Youtubers an indispensable source of revenue. An empirical study on YouTube creators in Germany done by Gerhards Claudia in 2015 reveals very interesting data about PP. One of the questions of the survey was “whether they think that paid-for placements are a necessary and indispensable source of finance for YouTube creators. More than half (33 of the 57 creators: 57%) agreed with this statement. Especially, YouTube creators who had between 20,000 and 26PDF Image | Youtube a new era of TV
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