Advertising Opportunities of the Blogosphere on the YouTube Platform

The largest video hosting service in the world is currently the YouTube platform. Having originated in the USA in 2005 the video hosting service very quickly expanded the scope of its geographical presence due to the ability to use the service in different countries. YouTube's monetization was based on an advertising model from the very beginning. The YouTube Premium service created inside the platform (previously called YouTube Red) allows you to watch content without ads by subscription. But the content model is not developing so rapidly and main financial flows continue to come from advertising. That is why it is worth understanding the possibilities of advertising on YouTube. The research identified integrated advertising on YouTube blogs which were selected according to various criteria: total number of subscribers, broadcast language, regular content publications (at least 1 publication per quarter), genre, ranking position and number of views. Advertisements were found present in all analyzed blogs while the types of advertising varied depending on the genre of the blog. The time a blogger spent on advertising also largely depended on the genre characteristics of the blog. Currently, one of the most popular types of advertising is self-promotion, since it is directly related to third-party bloggers' earnings. In the current research we analyzed advertising in the blogosphere based on monitoring several diverse thematic blogs and identified most common forms of advertising. The attempt to classify advertising opportunities in the video hosting user content seems important to us because it allows us to streamline the terminology and in the future develop a system of interaction between channels and advertisers.

Global Spaces for Local Politics: An Exploratory Analysis of Facebook Ads in Spanish Election Campaigns

Sponsored content on Facebook has become an indispensable tool for implementing political campaign strategies. However, in political communication research, this channel is still unexplored due to its advertising model in which only target audiences are exposed to sponsored content. The launching of the Facebook Ad Library in May 2018 can be considered a turning point in this regard, inasmuch as it now offers users direct access to ads paid for by political parties, among other advertisers. This paper analyzes some aspects of the strategies implemented by six national parties during the campaigns running up to the two general elections held in Spain in 2019, by performing an analysis on a corpus of 14,684 ads downloaded directly from the Facebook Ad Library. It also provides evidence of the different emphasis placed by the parties on sponsored content. For its part, an analysis of ad scheduling shows how the publishing of ads was stepped up as polling day approached, while also revealing the practice of posting political content way in advance of election campaigns.

Effects of Food Adverting Directed Toward Children and Adolescences on Food choice and Purchasing Request

The contemporary increase in commercial advertisements growth has either directly or indirectly targeted children and adolescences. This is to change and influence their behaviour toward commercial products and restrain them from their early ages. This study was conducted to examine and determine the effects of Television commercial advertisements directed at children and adolescents on their food choice and purchasing requests, and determining the parents' opinion on the influences of the Ads on their children. This study was implemented through filling-in questionnaires face-to-face with children and their parents in Sulaymaniyah city, Kurdistan Region of Iraq. The results showed that most of the respondent children spend their spare time on-screen viewing, which makes them easily targeted to the contemporary advertising model. Most of the children (82.7%) were watching TV ads. This has significantly influenced children's behavior toward commercialized products, mainly by food and drink advertising (42.10%). Most of the children agreed that they would feel unhappy, sad and disappointed when their demands are refused by the parents, even though they understand the reason for their Parent's denial. Additionally, the results showed that the parents are concerned about the negative impacts of ads on their children's health and habits; hence they mostly agreed that there should be strict government laws and regulations to control ads in Kurdistan region and Iraq.

THE EFFECTS OF SMARTPHONE ADVERTISING ON CONSUMERS’ PURCHASE INTENTION

In recent years, the use of smartphone has grown steadily. This has changed the way consumer interact with brands. The level of interaction with the brands through the advertising on smartphones is increasing. Thus, it leads to the need to understand which factors are important when consumers watch an advertising on smartphones and how those factors affect customers’ purchase intentions. To achieve this goal, author implemented Ducoffe’s web advertising model and theory of reasoned action to design research model. With a sample of 322 people viewing advertising on smartphones, This study empirically tested the conceptual model using a Structural Equation Model (SEM). The results showed that entertainment, informativeness, credibility, incentives, personalization and irritation are the factors that explain the advertising value, attitude and purchase intention. The study provides experimental data that helps marketers and advertisers to understand how a smartphone advertising should be designed to achieve the highest performance.

Pricing influential nodes in online social networks

Influential nodes with rich connections in online social networks (OSNs) are of great values to initiate marketing campaigns. However, the potential influence spread that can be generated by these influential nodes is hidden behind the structures of OSNs, which are often held by OSN providers and unavailable to advertisers for privacy concerns. A social advertising model known as influencer marketing is to have OSN providers offer and price candidate nodes for advertisers to purchase for seeding marketing campaigns. In this setting, a reasonable price profile for the candidate nodes should effectively reflect the expected influence gain they can bring in a marketing campaign. In this paper, we study the problem of pricing the influential nodes based on their expected influence spread to help advertisers select the initiators of marketing campaigns without the knowledge of OSN structures. We design a function characterizing the divergence between the price and the expected influence of the initiator sets. We formulate the problem to minimize the divergence and derive an optimal price profile. An advanced algorithm is developed to estimate the price profile with accuracy guarantees. Experiments with real OSN datasets show that our pricing algorithm can significantly outperform other baselines.