Online streaming service sites such as YouTube and Hulu are popular these days. The fact that these websites utilize online video advertising as a revenue model led to a natural curiosity: Is online video advertising effective? Although this report does not give a conclusive answer due to lack of available data, it still covers enough topics to provide a comprehensive idea of what online video advertising is to those who are interested in the subject. As the title of this report states, its original purpose is to deliver an introductory guideline to internet video advertising. / text

The purpose is to examine the role of online video advertising in brand awareness. In order to provide marketers information regarding the impact online video advertising has on its customers, as online video advertising is increasing in relevance in terms of creating brand awareness.

The goals of the thesis are to present YouTube in the Czech Republic, to discuss its entire business model, analyze the main local competitors and mostly to suggest marketing strategy that will strengthen the position of YouTube as an online medium. The current trends in the internet society are introduced as well as the role of social media in order to understand how these factors are related to the position of YouTube in marketing. From general YouTube introduction the situation of this platform in the Czech market is analyzed. Based on this deep analysis, the key factors that should be taken into account in the Czech YouTube marketing strategy will be discussed.

Generation Z has been in a high-pressure environment for a long time, whether studying or working, and everyone is in a fast-paced attitude of life. The online world, especially video software, is very popular among the Generation Z crowd because these video software can provide fast, convenient, and decompressed content. And when browsing videos, one thing that has to be mentioned is the advertisements. The frequent presence of ads has led to the rapid growth of membership on various platforms. However, YouTube is the most popular video sharing platform in the world. This paper investigates the attitude of the Generation Z user group towards online video ad placement on YouTube. Also, this paper studies and analyzes the value perceptions of Generation Z users. Also, this paper investigates whether users are equally influenced by the experience of ads on similar video software platforms and whether they have common influencing factors. This paper focuses on the impact of three ad delivery methods on Generation Z users' experience, including skippable ads, non-skippable ads, and five-second skippable ads. This paper will use qualitative research methods to conduct one-on-one interviews with respondents to study and analyze the results.