meira sagaz

The Internet is seen as a platform that facilitates communication, interaction and the sharing of content between users. Today, companies see cyberspace as an opportunity to make money through advertising campaigns. This is the case with the use of pre-roll adverts, which are usually shown before YouTube videos. They are an alternative for brands to communicate, attract consumers and differentiate themselves from their competitors. The main aim of this study was to analyse internet users’ perceptions of pre-roll advertisements in YouTube videos. To this end, multi-methodological research was carried out, based on the principles of Grounded Theory (GT). We analysed specific topics on the YouTube Help Forum and the opinions of internet users through a questionnaire shared on a social network. The results show that there is significant criticism and rejection of adverts by YouTube users. However, the same cannot be observed on the part of content creators and advertisers. It is hoped that further research will be carried out, given the lack of research on the subject.