Title

Videotisements: An emerging advertising medium targeting children

Document Type

Conference Proceeding

Publisher

GAMMA

Place of Publication

Tokyo, Japan

School

School of Business and Law

RAS ID

27975

Comments

Originally published as: Lambert, C., & Lee, A. (2018). Videotisements: An emerging advertising medium targeting children. In proceedings of 2018 Global Marketing Conference: Bridging Asia and the World: Searching for Academic Excellence and Best Practice in Marketing and Management. Tokyo, Japan: GAMMA. Original paper available here

Abstract

Advertorials promote products by appealing-to and entertaining audiences. These ads increasingly target children aged 5 and younger, a segment of growing importance due to their influence on family buying decisions (McNeal, 1999). A new type of advertorial can be described as video advertisements (videotisements) and currently appear in online channels like YouTube that receive little regulation. They feature products like the Minecraft game or Barbie doll as the main story-line element, with many being viewed tens of millions of times. Videotisement hosts may produce thousands of episodes that feature the same game/doll, forming miniseries encouraging children to return and watch. Videotisements differ from “online influencers”, they exclusively promote one product over a long period (years) and use storylines to demonstrate product use.

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