D. Progress of Advertising in the Philippines
The Philippines made considerable progress both in quantity and kinds of advertising media. According to (Administration, 2018) most of the leading advertising agencies in the country are affiliated with international agencies. Advertising in the Philippines has evolved beyond traditional tri-media outfits (print, TV and radio). Local advertisers now also use electronic billboards, web advertising, mass transit or public transport advertising, special events and product launches, direct marketing, social media promotion, and other tools to promote their products. The use of other social networks such as YouTube, Facebook etc. have also gained momentum in reaching niche markets for consumer brands, especially among young people.
E. Background of YouTube
YouTube is an American video-sharing website headquartered in San Bruno, California. Three former PayPal employees—Chad Hurley, Steve Chen, and Jawed Karim—created the service in February 2005. Google bought the site in November 2006 for US$1.65 billion; YouTube now operates as one of Google’s subsidiaries. (Singh, 2017). YouTube is a content community that was founded in 2005 which allows users to post, view, comment, rate, share, report, subscribe to other users and link to videos on the site. It is the third most visited website in worldwide, with recording over one billion monthly visitors who watch more than six billion hours of video monthly, and are highly engaged in liking, sharing, and commenting on videos on YouTube as well as upload 100 h of new video every minute in this website (Bradshaw, 2008).