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Creative Video Advertising as a Modern Promotion Tool in the Russian Market

Student: Goncharenko Aleksandra

Supervisor: Ekaterina Repina

Faculty: Faculty of Creative Industries

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2020

This paper brings new knowledge about video advertising and its varieties on the YouTube platform, namely about creative video advertising and its application as a tool for promoting goods and services on the Russian market. The work also contributes to do the updating of the existing knowledge about media consumption on the Russian YouTube platform, as this information is actively changing due to the increase in the number of Internet users and the users on YouTube platform. The paper examines the main concepts of the digital marketing environment, considers the specifics of the Russian YouTube platform, and outlines the trajectory of its development, as well as studies advertising video content on the YouTube platform and analyzes the features of its consumption by users of the platform. The paper mentions different kinds of video advertising on YouTube, their features and characteristics described in the form of a comparative table for a visual presentation. Also, the paper describes the channels that produce and integrate creative video advertising. Then the paper applied to the research method – a case study, which includes analyzing three advertising campaigns of major brands, which included the production and launch of creative video ads on the YouTube platform. In conclusion, the paper shows the research of the features of creative video advertising on the YouTube platform, and its ability to hold the attention of the audience. The research conducted in the form of an online survey. The research found that creative video ads on the YouTube platform attract and retain users ' attention, and are perceived by users more positively than unskippable video ads on the YouTube platform.

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