Efektivní minimální frekvence videoreklamy na platformě YouTube v mediálním plánování

The main goal of this research paper is to describe the relationship between advertising frequency and its impact on the mental availability of the brand and identify the effective minimum frequency for video advertising on YouTube, which has the highest added value of brand mental availability and thus optimizes added reach? The secondary goal of this work is to expand the findings with practical recommendations for planning reach and frequency for video advertising on YouTube based on the identification of factors that may affect the effective minimum frequency. Literature review identified the theoretical directions and the conflicts of another previous research in this field. The practical part contains the results of the analysis of the Brand Lift study of a real YouTube campaign, the analysis of the 20 YouTube campaigns from different product categories, their impact on brand search and expert interviews validating the research results. The thesis concluded that there is a direct relationship between the frequency of YouTube advertising and its impact on the growth of brand mental availability, this relationship is non-linear and has a shape of an "S" curve. The research paper determined the effective minimum average monthly frequency of 2.5 for video advertising on the YouTube platform, which brings the highest added value of the effect on the growth of brand mental availability and thus optimizes the expansion of reach. At the end of the work, practical recommendations for frequency and reach planning for YouTube advertising campaigns are presented.