Many user generated content (UGC) websites, a major media entity in this digital era, have recently become an effective marketing communication tool for advertisers. In particular, popular websites such as YouTube.com make commercials readily available for online users. This exploratory content analysis investigates the diverse features of the commercials popularly watched by YouTube users (i.e., the commercials with more than 10,000 views). The results show that several common features exist among the most viewed commercials on YouTube. This study discusses the implications regarding the advertising and marketing endeavors by companies that use UGC websites and provides some recommendations towards further research. Additionally, a brief discussion dealing with the need for more comprehensive regulations regarding the content of the commercials on YouTube is also provided.

Many user generated content (UGC) websites, a major media entity in this digital era, have recently become an effective marketing communication tool for advertisers. In particular, popular websites such as YouTube.com make commercials readily available for online users. This exploratory content analysis investigates the diverse features of the commercials popularly watched by YouTube users (i.e., the commercials with more than 10,000 views). The results show that several common features exist among the most viewed commercials on YouTube. This study discusses the implications regarding the advertising and marketing endeavors by companies that use UGC websites and provides some recommendations towards further research. Additionally, a brief discussion dealing with the need for more comprehensive regulations regarding the content of the commercials on YouTube is also provided.