The Effect of YouTube Pre-roll Advertising on VTR (View Through Rate) and CTR (Click Through Rate)

Abstract

The purpose of this study was to investigate the effect of online video advertising on the growth of the mobile video advertising market. To examine the effectiveness of video advertising on YouTube, we studied the VTR (view through rate) and CTR (click through rate) by considering advertiser industry (product and service), screen type (PC, Mobile and PC + Mobile), advertising format (TV commercial format and Non-TV commercial format), and advertising length. In this study, we analyzed the results of 1,915 YouTube advertising campaigns conducted in Korea in 2016. The results showed that there was a significant difference between CTR and VTR in accordance with advertiser industry, screen type and advertising format. First, the results showed that the CTR was higher in the service industry than in the product industry, but the VTR was higher in the product industry than in the service industry. Second, the CTR was the highest in PC with mobile campaigns, while the VTR was the highest in PC only campaigns. Third, the results of the study showed that the CTR was higher in non-TVC than in TVC, while the VTR was higher in TVC than in non-TVC. The present research contributes to the growing base of knowledge regarding the effects of YouTube pre-roll advertising on the VTR and CTR. © 2018, Indian Journal of Public Health Research and Development. All rights reserved.