Search

U ovom radu pokušava se predstaviti povezanost između pre-roll video oglasa i samog vremena kojeg korisnici provode na platformi YouTube. Pokušava se saznati postoji li potencijalna opasnost gubitka količine vremena kojeg korisnici provode na platformi, prouzročeno izloženosti oglasima na platformi. Platforma YouTube prvi put se na internetu pojavila 2005. godine, te je od samog početka najuspješnija platforma za objavu videozapisa. Osim što je platforma, ujedno je i društvena mreža koja omogućava komunikaciju s drugim korisnicima, na primjer, putem komentara na videozapisima. Oglasi igraju ulogu na platformi od samih početaka te su se oglasi s godinama mijenjali i prilagođavali novim potrebama i trendovima. U današnje vrijeme se oglasi dijele na Skippable in-stream oglase, Non-skippable in-stream oglase, In-feed video oglase, Bumper oglase, Outstream oglase i Masthead oglase. Empirijski dio rada fokusira se na pre-roll video oglase (što je potkategorija video oglasa) i vremena koje korisnici provode na platformi. Pre-roll video oglasi su oglasi koji se pojavljuju prilikom odabira videozapisa te se isti pokreću direktno prije nego što se odabrani videozapis pokrene. Autor je ovim radom pokušao pronaći poveznicu između ove vrste oglasa i pada količine vremena provođenja na platformi od strane korisnika, te utvrditi postojeće rizike za platformu. This paper attempts to present the connection between pre-roll video ads and the time users spend on the YouTube platform. It tries to find out if there is a potential risk of losing the amount of time users spend on the platform, caused by exposure to ads on the platform. The YouTube platform first appeared on the Internet in 2005, and has been the most successful video publishing platform since its inception. In addition to being a platform, it is also a social network that allows you to communicate with other users, for example, through comments on videos. Ads have played a role on the platform from the very beginning, and ads have changed over the years and adapted to new needs and trends. Nowadays, ads are divided into Skippable in-stream ads, Non-skippable in-stream ads, In-feed video ads, Bumper ads, Outstream ads and Masthead ads. The empirical part of the paper focuses on pre-roll video ads (which is a subcategory of video ads) and the time users spend on the platform. Pre-roll video ads are ads that appear when a video is selected and run immediately before the selected video starts. With this paper, the author tried to find a link between this type of ads and the amount of time spent on the platform by users, and to determine the existing risks for the platform.

[ES] El objetivo principal de Trabajo Fin de Máster es realizar un análisis de los anuncios más vistos en España mediante la plataforma de Youtube, partiendo del año 2015 hasta el año 2021. La finalidad es la visualización de cada uno de los vídeos más populares en cada uno de los meses que comprende cada año de estudio. Su análisis recoge si existe presencia o no de storytelling e investigar las posibles técnicas que desarrollan. La principal hipótesis que se plantea es que la pandemia de COVID-19 ha cambiado el paradigma de los anuncios publicitarios en España. Los valores que se asocian a este cambio son los de la unión, familia, amor. Se ha sustituido la finalidad meramente comercial para intercalarlo con fines éticos y morales. Gracias a la visualización de los anuncios más vistos en España a través de Yotube podemos averiguar si esta primera hipótesis es certera o no, acompañándola de resultados cuantitativos como son las reproducciones orgánicas, las visualizaciones realizadas o la cantidad de likes que han tenido cada uno de ellos.. [EN] The main objective of the TFM is to analyze the most viewed advertisements in Spain through the Youtube platform, starting from 2015 until 2021. The purpose is the visualization of each of the most popular videos in each of the months comprising each year of study. Its analysis collects if there is presence or not of storytelling and investigate the possible techniques they develop. The main hypothesis is that the COVID-19 pandemic has changed the paradigm of advertising in Spain. The values associated with this change are those of union, family, love. The purely commercial purpose has been replaced by ethical and moral purposes. Thanks to the visualization of the most viewed ads in Spain through Yotube we can find out if this first hypothesis is true or not, accompanied by quantitative results such as organic reproductions, views or the number of likes that have had each of them

Social networks play an important role in the life of today's societies and consumers are engaging more online with brands. Brands create and share information and special video ads on social networks, and, in the context of the COVID-19 pandemic, social networks allow brands to communicate with their consumers simply and quickly. Therefore, creativity and narrative structures are important for consumers. Brands are producing video ads that show consumers’ day context in order to obtain greater social media engagement. Considering that, this paper aims to study whether that goal is being achieved. The empirical research, from which we obtained 427 responses and which was tested using structural equations using the AMOS software, allows to conclude that creativity, the structure of the narrative and the consumer's congruence with the brand are determinants of engagement in social media. Further, presents practical and theoretical recommendations. info:eu-repo/semantics/publishedVersion

Green products, clean energy, energy union, green buildings, eco-innovations, environment-related, and similar initiatives and policies have become very popular and widely applied all over the world. A pleasant built environment (parks, flowerbeds, beautiful buildings) and a repulsive environment (noise, polluted surroundings) influence a buyer’s outlook on an advertisement differently. An aesthetic, comfortable, and clean built environment evokes positive emotional states, not only at the time of housing selection and purchase but during the building’s life cycle as well. Potential housing buyers always feel comfortable in certain built environments, and they are inclined to spend more time there. The issues needing answers are how to measure the segmentation/physiological indicators (crowd composition by gender and age groups), as well as the emotional (happy, sad, angry, valence) and physiological (heart rate) states of potential homebuyers realistically, to produce an integrated evaluation of such data and offer buyers rational, green, and energy efficient housing alternatives. To achieve this purpose, the Multisensory, green and energy efficient housing neuromarketing method was developed to generate the necessary conditions. Here, around 200 million multisensory data recordings (emotional and physiological states) were accumulated, and the environmental air pollution (CO, NO2, PM10, volatile organic compounds) and noise pollution were investigated. Specific green and energy efficient building case studies appear in this article to demonstrate the developed method clearly. The obtained research results are in line with those from previous and current studies, which state that the interrelation of environmental responsiveness and age forms an inverse U and that an interest in green and energy efficient housing depends on age., This article belongs to the Section Energy and Environment, This project has received funding from European Regional Development Fund (project No 01.2.2-LMT-K-718-01-0073) under grant agreement with the Research Council of Lithuania (LMTLT).

Videoinnehåll på internet är en populär källa för informationssökning och underhållning idag. YouTube är den största av de videoplattformar som finns tillgängliga och dess gratisversion finansieras genom reklam. Reklamen i sig innebär ett avbrott i tittarupplevelsen. Tidigare forskning har visat att sådan reklam är ett störande moment och kan orsaka irritation hos tittaren. Därtill väljer många idag att installera insticksprogram i sina webbläsare som blockerar reklamen och hindrar den från att visas. Eftersom att reklamen i dessa fall inte når mottagaren så fungerar inte reklamfinansieringen som tänkt. Denna studie syftar till att undersöka vad hos reklamen som uppfattas som störande och/eller irriterande av tittaren samt hur videoreklam kan utformas för undvika detta. För att besvara frågeställningarna genomfördes en experimentell studie där tio studenter deltog. Resultatet visade att de störande aspekterna relaterar till reklamens tid, dess placering i en video och tittarnas personliga intresse av reklamens innehåll. Slutligen föreslås följande designimplikationer för utformandet av videoreklam: i) reklamklipp bör vara kortare än 15 sekunder för att undvika att uppfattas som irriterande; och att längre reklamklipp bör kunna skippas av användaren; ii) placering av reklamklipp mitt i en vald YouTube-video bör undvikas; iii) reklamklipp bör passa till innehållet av den valda huvudvideon och borde, om möjligt, vara av personligt intresse för tittaren; iv) funktioner såsom att få se kvarvarande tid för ett reklamklipp bör kunna anpassas av tittaren själv, genom dennes användarkonto. Videos have become a popular source for information gathering and entertainment. YouTube is the biggest video platform available and its free version is funded by ads. The advertisements create an interruption from the viewer experience and research has shown that the ads are disruptive and can cause irritation among the viewers. Many users choose to use plugins in their browsers which block ads to avoid the distraction. Since ad-blockers hinder the ad from reaching the viewer they also hinder the funding of the video platform. This study aims to research what parts of the ads that the user finds disruptive or irritating, and how ads should be designed in order to avoid being perceived as a source of irritation for Swedish viewers. A suggestion will be made on how to design the video ads so that they are as non-disruptive as possible for the user and therefore allowed to be a part of the viewing experience. To answer the questions at hand an experimental study was conducted with ten students. The results showed that the irritating aspects of ads are related to the running times, its placement in a video and the viewers own interest in the content of the ad. Finally, the following implications are suggested for the design of video ads: i) ads should be shorter than 15 seconds to avoid being perceived as irritating; users should be able to skip longer ads; ii) ads showing in the middle of the video should be avoided; iii) ad content should match the content of the video and, if possible, be relevant to the viewer and their interests; iv) features such as showing the time remaining of the ad should be made customisable by the user, through their user account.

SplashCast’s portable multimedia widget player now supports HotSpot ads as part of its opt-in Social Advertising Solution. Similar to Overlay.tv, SplashCast’s HotSpot ads are interactive hyperlinks that marketers can integrate with objects within new and existing video content. When a viewer clicks on the hyper-linked object, they will then be shown the related advertisement. This ad could be an actual advertisement for the brand directly or useful information about that object, which is in a sense “sponsored” by a particular brand. With a video of red carpet highlights, for example, a clothing manufacturer could provide some statistics about an actress or the red carpet, perhaps, when a user clicks on their integrated hyperlink (which could be the actress’ dress, or the red carpet itself). Whatever the case may be, these direct or indirect ads offer links back to the brands’ sites. This form of in-video advertising isn’t entirely new, but it hasn’t become a regular offering for the majority of online video advertising solutions just yet. We’ve seen a few companies like Overlay and Asterpix present a self-service model for just about anyone to use. The recently funded Splashcast, however, is leveraging this technology specifically for social advertising as a newer way to get the attention of the younger demographics found on sites like MySpace. This is yet another example of how ad networks are utilizing experimental techniques in order to keep up with the changing face of social media and better target viewers, as traditional banner ads and text links don’t quite do the trick anymore. As SplashCast relies heavily on the viral sharing capabilities of is players, this sort of advertising is even more important for its marketing platform. SplashCast ---Related Articles at Mashable! - The Social Networking Blog:SplashCast Adds New RSS to Media PlayerSplashCast Releases White Label Solution for Custom Facebook AppsSplashCast Gets $4M in Series A FundingSplashCast Player Gets UpgradedTwitter from Your SplashCast PlayerSplashcast Gets a New VP and New Business ModelNPR Latest to Add Branded Splashcast Player as Facebook Apps [ABSTRACT FROM PUBLISHER]