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That is why it is millennials who represent the special point of interest for marketers. And for the same reason YT became a very lucrative platform where big corporations want to promote their products. For big brands a collaboration with Youtubers is a key to reaching young audience 2.3 Typology I created this typology of 4 PP schemes including examples based on my own observations while watching YouTube videos and also based on a study by Gerhards (2017) about product placement on the famous web-platform. 1. Directly payed videos by advertisers with integrated promotion This type of product placement is very similar to the one used on television or in film industry. Promotion, in this case, is an inseparable part of action on the screen and could not be missed or skipped by the watcher. It could be a bottle of Coca-Cola, which is the main character drinking or an Aston Martin car with James Bond driving it. The same principle is used on YouTube videos. In this case a company can make a deal with a creator and pay him to create a video, where a brand or a product will be promoted. “...the sponsoring company pays the YouTuber a flat fee, a percentage of sales resulting from the video, or a specified amount per number of views on the video (e.g., $1.50 for every 1000 views)” (Wu, 2016). The YouTuber makes this video in his usual style, without any announcement about some advertisement, but the production is controlled by the brand (Gerhards, 2017). On YouTube we can find many examples of this type of promotion, it can be a daily vlog (video about everyday routine), a make-up tutorial, or a video about cooking - in short, any kind of video. Example Michelle Phan is one of the first and most popular YouTube beauty bloggers who signed a deal with cosmetic brand L’Oreal S.A. and began to promote Lancôme products in her videos. She received a proposal to collaborate with the brand after using some of its products in some videos. After proposal, she began to produce one video every month that appeared on her YouTube channel and on official pages of Lancôme. Michelle made different tutorials from 29PDF Image | Youtube a new era of TV
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