| abstract |
| Background Content market including Youtube is being exploded, thus online video advertising such as viral and in-stream advertising is being produced actively. Online video advertising has the characteristics of the internet advertising as well as video advertising. Therefore it should be approached by the different method compared to TV advertising. Therefore, the research about its creative is needed, different to legacy advertising.
Methods In this paper, the characteristics of creative will be examined and recent Youtube advertising will be analyzed. the purpose of this paper is to understand the trend of online video advertising and use the result in the field of advertising.
Result in the result of analysis, the form of online video advertising on Youtube is mainly the form of video content. It can be divided into two types, first one is the viral video advertising which targets the effect of viral marketing and second one is in-stream advertising which is played before playing the main video content. On the side of creative, successful advertising used humorous contents and images in order to get the audiences` attention.
Conclusion In the case of Youtube online video advertising, effective creative strategy is needed to minimize the avoiding advertising and persuade consumers through emotional and fun message. |
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| Key Words |
| 유튜브, 광고, 크리에이티브, Youtube, Advertising, Creative |
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