Exploring the Media Advertising Landscape: How to Improve YouTube Video
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– This is a master thesis assignment. 50% of thesis. is theoretical, 50% is a statistical analysis. I have a very basic draft of the methodology and the model, but I mainly need help with statistical part!
In the following plan chapters 1. Introduction and 2.1 / 2.2. are ready. I am working on chapter 2.3 now. What I need is a survey and statistical part based on the survey. So I do need someone with academic experience who is able to compose survey, collect answers and run statistical analysis.
Plan
1.Introduction
1.1. General importance of the topic & subject definition
1.2. Research questions and objectives
1.3. Importance and modern value of the research
2. Literature review
2.1. Video advertising as an advertising medium
2.1.1. Characteristics of a successful VA
2.1.2. The impact of social media and the concept of virality on VA
2.2. Youtube as an Ecosystem for video advertising
2.2.1. User Experience of YouTube as an advanced tool for advertising purposes
2.2.1.1. UX Concept of Engagement as a factor of video advertising efficiency
2.2.1.2. UX Concept of Obtrusiveness as a factor of video advertising efficiency
2.2.1.2. The influence of Video Ads on User Experience
2.3. How YouTube advertising efficiency can be measured: approaches to measurement
2.3.1.The concept of Advertising value and its use in YouTube ads efficiency measurement
2.3.1.1. Entertainment as an essential video ad characteristic
2.3.1.2. Informativeness as an essential video ad characteristic
2.3.1.3. Ad-length and ad-position as an essential video ad characteristic
3. Methodology
3.1. Approach to research
3.2. Questionnaire development
3.3. Data collection
4. Findings
Finding 1
Finding 2
Finding 3
Finding 4
5. Limitations and Further Developments
6. Summary and Conclusion
