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Example As example, I chose a video from a young blogger that studies in New York and has a life style blog about her life in U.S. In video named “Five products that changed my life” https://www.youtube.com/watch?v=YL5-NAZ6Tfg, she talks about beauty products that helped her and one of them is a face brush LUNA mini 2. She offers to try this product and left a 25% promocode in the description box for those who would like to buy this brush. 4. Advertisement integrated in video The last one, at first sight looks like a classic advertisement, that we used to see on TV or on YouTube (pre-roll ads). In the middle of a video, user gets announced about a short commercial break. And in the next several minutes he is watching some advertisement. Usually such type of promotion use channels that are making some interviews, different shows, talk shows, in short, channels that are producing videos reminiscent of TV content. But what makes this type of advertisement similar to product placement is how it works. In contrast to the classic ads, where YouTube is making a deal with advertisers and deciding on which video and when to place each ad (so, creators cannot impact what ads would be played against their videos and are forced to share profit from every ad with YouTube), creators are contacted directly by brands bypassing Google and do not share revenue with the web- platform. Analogously to videos with product placement, brands chose such channels, which auditory could be interested in their product. Maybe this type of promotion is fairer to users, because they know that they are watching advertisement, so they are not manipulated. The disadvantage is the same as with classic ads – that they are easily bypassed. But these videos have one big benefit: personality and influence of a YouTuber, because these ads are usually created and acted by YouTubers, so they are trying to make ads in their own, recognizable style, that makes these ads interesting and watchable for auditory, in contrast to classic ads. Example As example, I would like to show a channel of one popular Russian journalist, in the past moderator and author of a successful TV show. Following existing trend, when TV stars leave television to launch shows on independent internet platforms, he also opened a channel on YouTube. It is his personal blog, where he makes some kind of weekly digest about all the interesting events that happened in the last week. Now (04/2018) he has 332.366 followers 32PDF Image | Youtube a new era of TV
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