Understanding Video-Ad Consumption on YouTube: A Measurement Study on   User Behavior, Popularity, and Content Properties
  Faced with the challenge of attracting user attention and revenue, social media websites have turned to video advertisements (video-ads). While in traditional media the video-ad market is mostly based on an interaction between content providers and marketers, the use of video-ads in social media has enabled a more complex interaction, that also includes content creator and viewer preferences. To better understand this novel setting, we present the first data-driven analysis of video-ad exhibitions on YouTube. 
Mariana Arantes, Flavio Figueiredo, Jussara M. Almeida
cs.SI