User Engagement and Interaction with YouTube Pre-roll Advertisements

Advertising culture and techniques around the globe have come across remarkable changes in the era of New Media. The streaming media including YouTube had revolutionized the viewing experience of the audiences. The enterprises have realized the impact and powerfulness YouTube advertising facilitated by its wide access to billions of people all around the world. Among them, pre-roll advertisements are most used by advertisers to reach their target audience. Internet has grown in recognition as an advanced advertising platform because it allows 24 hours’ interactivity between the advertiser and the consumer. This particular study is to find out how the young YouTube users are engage and interact with the pre-roll advertisements benefiting from this dynamic nature of online media. A survey was conducted among the 150 youth (18-35) respondents from Kozhikode district and statistical techniques are used to determine engagement, action, and statistical significance with the variables

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