YouTube bumper video advertisements enhancing brand awareness among consumers and design proposal

Every day, developing technology makes media and communication more important for brands. With the speed of the digital world, the opportunities for most brands to promote their products or services and offer them to everyone are increasing. For this reason, it is observed that this causes brands and people from every sector on social media into great competition. This medium, which is preferred by both consumers and brands, offers many advantages such as fast interaction, free use, and mutual communication. Compared to traditional advertising channels, social media is in more demand and stands out as the most popular advertising tool. YouTube is becoming the internet's television today and is also the most preferred among social media channels. Providing the opportunity for users to create their own channels and share their videos with the whole world leads to an increase in the number of users daily. While brands can reach their target audience faster, they also appeal to wider audiences. Bumper video ads are an ad format used with YouTube's infrastructure. In this format, which is limited to a maximum of 6 seconds, the idea of the brand campaign should be conveyed to consumers in a clear and understandable way. In this channel, which has a unique filtering option, the desired target audience can be easily reached. With the right idea, strategy, and design, bumper ads have a strong effect on brand awareness. The first part of the thesis, which has a design-oriented narrative, explains the concept of the brand and the consumer relationship. It is crucial to clarify the concepts in order to examine the process from the very beginning. The second part then explains advertising channels. After clearly distinguishing between traditional and digital advertising, social media is elaborated upon. The most actively used platforms and design areas in advertising are discussed with details of YouTube, the main subject of the thesis. By drawing attention to the main topic, YouTube, ad spaces, the reasons for the priority use of bumper video ads are explained. Finally, a design example for bumper ads, which is the defended subject of the thesis, is presented, along with its benefits.