IMPACT OF NON-SKIPPABLE POP-UP YOUTUBE ADVERTISING ON PURCHASE INTENTIONS OF CONSUMERS AS PERCEIVED BY MILLENNIALS IN TAYABAS CITY

This study aims to analyze the impact of non-skippable pop-up advertisements in Youtube among millennials in Tayabas City. Specifically, it would identify their perceptions on pop up advertisements in youtube, the role of pop-up Youtube advertising towards, level of effectiveness of non-skippable pop-up YouTube ads as an emerging marketing tool, and its impact on purchase intentions in terms of awareness, persuasion and behavior. Descriptive survey method has used to analyze the prevalent conditions on the impact of pop-up Youtube advertising on millennials' purchase intentions. The researcher has used the random number generator to randomly pick one hundred respondents. To collect data for the study, the questionnaire was in Google Forms format and it was sent via Facebook Messenger. The interpretation of data that gathered in the study begin to the collection of all the data from the respondents, the formula for getting the general weighted mean has used as a statistical treatment and after tallying the finding, the researchers begins to processed all of the gathered data. Results revealed that in millennials generation, most of them are into social media or even watching favorite videos in Youtube for past time pop-up advertising is not new to them. it proves that Youtube pop-up ads engage audiences to buy products from the ads. So, the level of exposure and familiarity of millennials on the level of effectiveness of pop-up Youtube advertisements as an emerging marketing tool in terms of theme/content, technical aspects, and persuasion as it shows that it allows them to be informed about new things and products, provides a list of facts and data about specific trades, easily captures their attention and triggers their emotions. The impact of Youtube pop-up advertising content on millennials purchases intentions in terms of brand awareness and purchase decision as it affects their buying decision, because it stimulate curiousity about the product, and helps to discover things that are vital in their everydayt life.