Transformation of the Role of Video Advertising in Modern online Communication

Student: Egorova Ekaterina

Educational Programme: Journalism (Bachelor)

Year of Graduation: 2020

The research is devoted to the study of the last changes in the industry of video advertising. The role of video advertising in the media market is constantly growing. Nowadays, this format of advertising can be found not only on television and on video content-oriented resources such as youtube, but also in social networks, mobile applications and other variety of sites. The video is transformed and gives new senses to consumer. In that way the author considers that the video advertising becomes key tool in communication between the consumer and the product. Furthermore, the research analyzes the development of video content and the influence of social trends on video advertising. This research also contains some results and predictions that could be useful for the industry of marketing and advertising.

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