Mountain Top University Library

The advancement in technological operations has brought about a lot of transformation to all aspects of life, including advertising. This development is what has invited advertisers to move their goods and services online and employ social platforms for advertisements. This study was based on the perception on YouTube pop up adverts among youths in Mountain Top University. The aim of the study was to access how the presence of pop up adverts on YouTube is commonly perceived by youths who use the medium. In line with the objectives of this research, the instrument of data collection used was the structures questionnaire, distributed to a sample size of 306 out of the 1,300 students of the school. The data gathered was thereafter analyzed, presented and interpreted using the descriptive data analysis technique; by presenting the data in tables and graphs. The results from the data analysis showed that majority of the youths find YouTube pop up adverts to be distracting, and because of its experiences, they rather prefer their adverts viewing channels to be traditional media. However, advertising in such forms have been able to communicate with its audience based on the fact that many of them pay attention to the ads for reasons of non-skippable option. This project recommend that the choice of pop up viewing should be reformed into a more palatable way that the decision to view it will lie gently on the viewer.