study on viewer’s behaviour towards skippable you tube advertisement

Abstract

Social media have become an important platform for companies to connect with their target audience and make an impression. With the rise of digital platforms, effectiveness of advertisements has become an important area of study for marketers to determine the most efficient and appropriate medium of communication to place their advertisements. At first, advertising techniques were created for traditional media and explained by fundamental marketing theories. Due to the rapid growth of technologies, chronic advertising channels are switching broadcast direction to the Internet. Nowadays, significant advertising flow is held by social media, where YouTube keeps one of the highest positions.YouTube is the top website preferred for searching video content and watching videos on various topic. YouTube.com is penetrated heavily in our day to day lives. Despite of the age group, profession, religion or country we all are heavy consumers of YouTube content. Which made YouTube.com one of the best platforms to advertise different products and services.YouTube have various advertising formats and placements, one of the most highly used advertisements placement is Ins-stream videos ads. Instream video advertisements are the ads played at the initial part of the video.