Abstract
The prevalence of AI in marketing and promotion has taken the role of the personal relations personnel of an ad promotion organization. This chapter attempts to study the cognitive manipulation done by YouTube advertisements with the presence of artificial intelligence. This is where artificial intelligence, which keeps track of the preferences of the user, intervenes, reads the mind of the viewer, and tries to convert the viewer into a potential customer. With the emergence of the pandemic and the enhanced usage of gadgets and the internet, YouTube advertisements are rulers of the minds of the budding generation. This has explained that with the increase in educational qualification, the likelihood to gain information from YouTube advertisements increases. Further, the study reveals that attention towards advertisement and the resulting desire to purchase the product leads to conversion of viewer into consumer. The study has led to the development of a model that highlights the presence of AI in YT ads.
TopIntroduction
Globalisation's speed has resulted in rapid economic advances, with significant ramifications for information and technology. People become aware of the range of goods and services accessible in the market in a fraction of a second after receiving information. Marketers in today's world must understand the buying habits of young people when creating commercials in order to get the intended effect. Advertisements are critical in instilling a positive picture of a product in the minds of young consumers. Advertisements must be appealing to consumers and convey useful information, particularly to the younger generation. Advertisements have had the greatest impact on YouTube when compared to print media, radio, and, more recently, television. Advertisements do not have a direct impact on the purchasing decisions of young customers, but they do serve to raise awareness. Some elements, such as culture, family, and brand image, have a major impact on consumer buying behaviour. Advertisers expend a significant amount of money in order to affect the thoughts of young consumers when they advertise their goods.
This blog series on YouTube advertising is meant to provide an introduction to the technical side of YouTube advertising, highlight best practises, and provide marketers with all the tools they need to launch and run a YouTube advertising campaign.
The study was carried out with the following goals in mind:
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Observing YouTube commercials to determine the demographic profile of the upcoming generation.
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To investigate the time spent by the budding generation on the internet during the pandemic period and their attraction towards YouTube pop-up ads
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To assess the role of artificial intelligence in YouTube advertisements, attracting the younger generation.
TopBackground
Marketers can utilise numerous ad formats created for YouTube depending on their advertising goals. These are the ad formats that are available.:
- 1.
In-stream advertisements that can be skipped
- 2.
In-stream advertisements that can't be skipped
- 3.
Advertisements on bumpers
- 4.
Ads for video discovery
- 5.
Advertisements in the masthead
- 6.
Display advertising that are responsive
Youtube Working
Although there are many distinct types of YouTube commercials, they can be divided into two groups: skippable advertisements and non-skippable advertisements.
Adverts that cannot be skipped: These are 15-20 second advertisements that play before the videos. This type of YouTube ad is more effective for engagement because it cannot be avoided, but it is disliked by the viewers because it appears forced. These advertisements are sold at a cost per thousand impressions (CPM) to advertisers. Although bumper advertisements are essentially non-skippable, they are just six seconds long. These advertisements are sold at a cost per thousand impressions (CPM) to advertisers. These ads can be used on their own or in combination with larger non-skippable adverts.
Advertisement that you can skip: True View commercials are sometimes known as skippable ads. These are normally skippable after 5 seconds. In-stream or through Discovery Ads, this form of YouTube advertisement can be seen in one of two ways. Advertisers must only pay for commercials that have been watched for 30 seconds or longer (for videos lesser than 30 sec).
On YouTube, users can find discovery advertisements in the search results, on the homepage, in related videos, and as video overlays. These films can be as long as you want them to be.
Aside from the types of YouTube Ads described above, there are a few other ways to advertise on YouTube:
Advertisements that appear above the suggested YouTube videos on the YouTube page are known as display advertisements. A text or banner display ad that plays at the bottom of the video being played is the most popular type of YouTube overlay advertisement.
Key Terms in this Chapter
Lifestyle Changes: These are adjustments in behaviour that promote beneficial life changes. Consider how people's lifestyles have changed as a result of the current pandemic.
YouTube Popups: Pop-up ads, or pop-ups, are a sort of online advertising that appears when you visit a website. A pop-up is a visual user interface (GUI) display area, generally a small window, that emerges suddenly in the foreground of the visual interface (“pops up”).
Pandemic Situation: It’s a word coined by the World Health Organization to describe a situation in which a new illness has spread globally.
Viewership: Viewers of a television programme or a motion film.
Persuasion: It is an attempt to sway a person's thoughts, feelings, intentions, motivations, and actions.
Budding Generation: The word for the young generation of adults, which includes students pursuing higher education and recently hired graduates.
Cognition: The sum of the states and processes involved in knowing, which include perception and judgement. Cognition encompasses both conscious and unconscious processes that lead to knowledge acquisition, such as perceiving, recognising, conceiving, and reasoning.
YouTube Advertisements: Digital advertising appear on YouTube before or during the playback of a video.