Globalization had made huge impacts on our
living environment. According to naughton (2006) lifestyles and measurements
for children, nowadays, are significantly different before an acknowledgement
of internet era as they grow in a new media ecosystem. This particular
surrounding had gradually altered and displaced most of the traditional media
function in several areas, such as Journalism, broadcast and marketing. The
current phenomenon is an emergence of online video advertising. One of the
reason because this certain trend accommodates attractive breakthrough using
music, dialogs and motion pictures. YouTube, the most popular video bank, holds
a position as a perfect example for online video advertising. In contrast with
old ‘push’ Media (Naughton) which mere giving information for audiences to
consume, an online advertising system adopts new ‘pull’ media which provides an
interactive manner where consumers aside from the possibility to communicate
with producers, also loaded with another choices to select from. Moreover,
YouTube members are greatly involved in the advertising action with product
reviews and recommendation which is called a user-generated content where
consumers contribute the most.
The evidence is shown in an interesting
statistic that YouTube had proven to increase a purchase intention by 14%
compared to the TV ads(Fisher, 2012) which generate a conversion of 65% most of
corporate’s ad money from traditional television to online video advertisement
(Rick, 2011). As a response to the booming business strategy, YouTube is
recently launching a new channel, Bubble, specified for an advertising medium.
It establish the facts that internet has to be considered in advertisement
approach since it is influential in brand awareness and purchase persuasion.
References
Rick, Christophor 2011, ‘Big Dollar Shifts
to Online Video Ads’ in Majority of
Agencies Plan to Shift Ad Dollars from TV to Online Video Advertising,
viewed 7 April 2012, < http://www.reelseo.com/majority-agencies-plans-shift-ad-dollars-tv-online-video/>.
Fisher, Laura 2010, YouTube Advertising –
Case Studies, Video, viewed 7 April 2012, http://www.simplyzesty.com/video/youtube-advertising-case-studies/.
Naughton, J 2006, Blogging and the emerging
media ecosystem, viewed on 7 April 2012, http://reuteursinstitute.politics.ox.ac.uk/about/discussion/blogging.html.
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