• Rajeev Aman
• Riddhima Srivastava
• Dr. J Daniel Imbaraj

YouTube have emerged as a major marketing channel and previous research cannot be rationally applied to a new marketing school of thought, as a result the goal of this study was to figure out how to develop effective video advertising on the YouTube platform using different components of a video advertisement. The literature review have showed that four components of video advertisement ‘entertainment’, ‘informativeness’, ‘engagement’ and ‘interactivity’ are important. We have used quantitative research method for the investigation. Using the Literature review the authors developed four important hypotheses. 113 people took part in an online survey that was used to obtain quantitative data. The data collected about the reactions and impact of different components of a video advertisement on viewers shows that ‘Engagement’ and ‘Entertainment’ have significant relationship with the effectiveness of video advertisement whereas ‘Informativeness’ and ‘Interactivity’ does not have a positive relationship with effectiveness of a video advertisement.

Key to capture customer’s attention: You Tube as an advertising platform

"Key to capture customer’s attention: You Tube as an advertising platform ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.8, Issue 9, page no.e551-e563, September-2021, Available :http://www.jetir.org/papers/JETIR2109466.pdf

"Key to capture customer’s attention: You Tube as an advertising platform ", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.8, Issue 9, page no. ppe551-e563, September-2021, Available at : http://www.jetir.org/papers/JETIR2109466.pdf