Advertising Content of Video Bloggers: Determining the Optimal Parameters

Abstract

Video hosting has received rapid development at the present time. This has led to its use for advertising and marketing purposes. The article presents the results of the author's empirical research. The purpose of the study was to determine the optimal parameters of advertising in video blogs. Through a survey of video blog users the authors identified a number of parameters: the degree of user confidence in the opinion of bloggers and in the goods advertised by them; the correlation between the status of a blogger and the degree of user confidence in advertising posted on his video blog; the most attractive products or services for advertising in video blogs; the most attractive video blog advertising format; the optimal duration of the commercial in the video blog; the attitude of video blog visitors to pop-up ads; the optimal location of advertising in the video blog; and change of the purchasing behavior of users under the influence of advertising in a video blog. The results obtained made it possible to present a list of parameters for the effective use of advertising in video blogs. An attempt to determine these characteristics is important as it allows us to answer many questions related to the use of advertising in video hosting. The authors gave recommendations for future studies of advertising in video blogs.