Створення та просування відеоконтенту для розміщення рекламних матеріалів

Abstract

Online advertising is an important part of business today. One format of online advertising is video advertising, which is becoming increasingly popular due to the availability of high-speed Internet and the development of video viewing platforms such as YouTube, social networks, online streaming services, websites and blogs, ad networks and platforms.. Process the organization of video advertising requires the creation of both the advertising material itself and the video material to which the advertisement can be attached. After all, depending on the content of the main video to which video advertising is added, its popularity and availability, video advertising can be delivered to one or another target audience. A significant number of video clips suitable for advertising are created by vloggers, which is facilitated by modern monetization opportunities for such videos. But there are more and more professionally made video materials created specifically as resources for placing video advertisements. The purpose of the article is to investigate and describe the organization of effective creation of video content intended for placement by joining it with video advertisements. In the course of the study, the peculiarities of joining advertising material to the main video, in particular - on YouTube, were considered. Modern approaches to choosing the subject of a YouTube channel intended for use for advertising purposes are characterized, and practical recommendations for creating and promoting such a channel are provided. Here are practical recommendations for posting, setting up and promoting videos on the YouTube platform. Features of the main schemes of using YouTube channels for placing advertising materials are considered, such as: creating a channel for placing own advertising materials; direct advertising, when the advertiser chooses channels for paid advertising placement; using the channel for placing Google Adsense contextual advertising. The features of creating and using short videos in the YouTube Shorts format for the purpose of placing advertising materials have been analyzed. A promising direction of further research is the analysis of the effectiveness of video advertising for various categories of goods and services of existing and deferred demand.