Eureka! Institutional Repository

This paper examines the effectiveness of the online advertisement though videos, in an effort to discover the reactions of users and their acceptance of it. The explosion of the internet during the latest years had led to changes in several sectors and particularly in the advertisement sector. Businesses can now approach their customers using a range of tools, which in some cases are much more economical and effective in contrast to the conventional media. The increasing use mainly of smartphones, but also tablets, gave the advertised businesses the opportunity of having direct access to their clients at any time and any space. The internet, of course, is not only presented with advantages. Online advertisements often cause irritation to users, obstruct their work and in some cases intrude in their private life. People's opinion about this specific means of advertising is very important and that's why it has been studied both in bibliography and research. In the recent years, the efforts of web services have focused on the acquisition of as more information related to their users as possible. This information is usually related to the content of users’ online searches, the kind of websites they visit, the people they come in touch and the products they buy online. The tracking of the users, in most of the cases, is performed by content or service providers for purely commercial reasons. In reality though, it has been proven that web tracking is used by different carriers for various reasons. A very common practice is the collected data to be sold to third parties, such as insurance companies or e-shops. It is therefore obvious that privacy constitutes the Achilles' heel of today’s web.