Strengthening Persuasive Messages in YouTube Ads: Voiceover, Instructive Sentences and Brand Placement

The research aims to find a strategy for how YouTube ads remain effective and watched and create persuasion to consumers in the midst of changing viewing behavior. The unit of analysis is advertising text in the form of documents and qualitative content analysis by Hsieh and Shannon. The study results show that the unique strategy of highlighting several advertising formulas, the prominence of voiceover, instructive sentences, and brand messages at the beginning of the broadcast can strengthen the persuasion of children's product ads on YouTube. The research implies that ad creators can create ads that can be persuasive to support marketing success. However, YouTube has video content with a busy audience, overloaded information, and active behavior. So, ads often need to be more readable because viewers skip the content by skipping and giving direct feedback. Future research should expand the scope to Instagram and TikTok, focusing on persuasion formulas and types of advertising messages.