Media Research and Media Research Paper "Understanding User Engagement With Social Video Ads

1. Media Research

2. Meaning MR
Media Research Methods: Understanding Metric and Interpretive
Approaches" by W. James Potter.
Media research refers to the systematic study and analysis of various aspects
related to media, including its content, audience reception, effects, trends, and
impact on society. It involves gathering data, conducting surveys, analyzing
media content, and interpreting findings to understand media dynamics
better.

3. Understanding User Engagement with Social
Video Ads: A Comparative Analysis of Platforms

4. Introduction:
Social media has become a dominant platform for video advertising.
However, with a vast array of platforms and content, understanding how
users engage with social video ads remains a challenge. This research
paper aims to explore and compare user engagement with social video ads
across different platforms.

5. Research Objectives:
● Identify key metrics for measuring user engagement with social video ads
(e.g., view completion rate, click-through rate, shares).
● Analyze and compare user engagement metrics for video ads on leading
social media platforms (e.g., Facebook, YouTube, Instagram).
● Investigate factors influencing user engagement with social video ads (e.g.,
ad format, content type, platform specific features).
● Develop recommendations for optimizing social video ad campaigns

6. Methodology & Approach:
This research will employ a mixed-methods approach:
● Quantitative Analysis: We will collect secondary data on user engagement
metrics for social video ads from industry reports, advertising platform
analytics tools, and social media listening platforms. This data will be
statistically analyzed to compare engagement across platforms.
● Qualitative Analysis: We will conduct focus groups and online surveys to
gather user insights on preferences for social video ad formats, content types,
and platform experiences.

7. Budget
The budget will cover costs
associated with:
● Subscription fees to social
media listening platforms and
advertising analytics tools -
6000rs
● Incentives for survey
participants.- 3000rs
● Software for data analysis. -
1000rs
● Total - 10000
● Researchers with expertise in
social media marketing and
user behavior analysis.
● Project management tools for
data organization and
collaboration.
Resources

8. Timeline and Milestones:
● Month 1-2: Develop research instruments (surveys and interview guides).
● Month 3-4: Collect quantitative data through social media listening tools and
advertising analytics reports.
● Month 5: Conduct focus groups and online surveys.
● Month 6-7: Analyze quantitative and qualitative data.
● Month 8: Develop recommendations and finalize the research report.

9. Expected Outcomes and Delivery:
This research will deliver:
● A comprehensive report outlining user engagement patterns with
social video ads across platforms.
● Identification of key factors influencing user engagement.
● Data-driven recommendations for optimizing social video ad
campaigns for improved user engagement.

10. Conclusion
By understanding user engagement with social video ads across platforms, this
research will provide valuable insights for marketers to create more effective and
engaging video ad campaigns. This will ultimately lead to improved brand
awareness, customer acquisition, and campaign performance on social media.