YouTube is one of the most prominent video streaming platforms and one of the largest social media platforms that enables companies to communicate their marketing messages to a wide audience. As a highly frequented virtual place where users can upload, share, comment and subscribe to video content, YouTube has an immense reach and significantly influences consumer behaviour and purchasing decisions.
The advertising media that can be used on YouTube are diverse. In addition to traditional video ads (in various lengths and formats), companies can also use display ads, overlay ads or bumper ads (short, non-skippable video ads).
Influencer marketing is also widespread on YouTube, where brands work with well-known YouTubers to promote their products or services.