Media campaigns on YouTube Technical and marketing effectiveness mechanisms

Abstract

This paper aims to clarify the foundations of preparing and implementing media campaigns on YouTube, and the impact of the introduction of promotional digital video technologies on some stages of this communication activity and on the interaction of the masses with it. It also aspires to demonstrate how to make the best use of YouTube's technical features, its marketing offerings and the networking it allows to achieve the desired campaign impact at the right time.

This study revealed the differences between classic media campaigns and digital campaigns, as required by the technical characteristics of YouTube and the characteristics of its audience, while extracting the most important mechanisms that would increase the effectiveness of this type of campaigns.