当前我国网络视频插播广告营销策略研究

发布时间：2018-11-05 12:21

【摘要】：大视频时代的来临给网络广告的发展既带来了机遇,也带来了相较于从前更多的挑战。尤其是对于具有双重属性的广告来说,在为广告主和视频网站带来盈利的同时,也应将用户体验纳入到考量和发展的范围之内。本文的写作目的旨在讨论,一则广告如何在盈利的同时最大限度地给网络视频网站的用户带来最佳使用体验,与此同时又能兼顾到广告主与视频网站的利益。本文在开篇以网络视频网站为出发点,分别从视频网站的现状和用户特点进行分析,旨在说明当下我国视频网站所处的境遇。根据对网络视频广告发展方向的探究,对未来网络视频插播广告的发展提供了具有可行性的建议,以期让视频网站、广告主以及视频网站用户可以和谐共处在网络环境之中,也让用户在浏览视频网站时对插播广告有一种新颖和愉快的体验,可以从插播广告中找到自身的切实所需。本文采用了定量研究、案例研究和描述性研究方法对网络视频中插播广告进行全面剖析,并得出以下结论：鉴于网络视频用户面非常广,因而可以采取精准投放的营销策略,对网站的VIP服务进行个性化定制,让用户拥有量身定制的视频服务和体验,同时在广告制作和内容方面,推荐以原生广告和互动广告的形式展现,这两种形式均可以最大限度地消除受众对广告的抵触情绪,以期让网络视频插播广告的播放达到最佳传播效果。
[Abstract]:The advent of the video age has brought both opportunities and challenges to the development of online advertising. Especially for ads with dual attributes, the user experience should be taken into account and developed while bringing profit to advertisers and video websites. The purpose of this paper is to discuss how an advertisement can bring the best experience to the users of the web video website while making a profit, and at the same time, it can give consideration to the interests of the advertisers and the video website. In the beginning of this paper, we analyze the status quo and user characteristics of video websites in order to explain the current situation of video websites in our country. According to the exploration of the development direction of the network video advertisement, this paper provides some feasible suggestions for the future development of the network video advertisement, in order to make the video website, the advertisers and the users of the video website coexist harmoniously in the network environment. It also allows users to have a novel and enjoyable experience in browsing video sites, where they can find their own practical needs. In this paper, quantitative research, case study and descriptive research method are used to analyze the advertisement in the network video, and the following conclusions are drawn: in view of the wide range of users of the network video, we can adopt the marketing strategy of accurate delivery. Personalize the VIP service of the website, let the user have the customized video service and experience, at the same time, in the aspect of advertising production and content, it is recommended to display in the form of native advertisement and interactive advertisement. These two forms can eliminate the audience's resistance to the advertisement to the maximum extent, in order to make the network video intercast advertisement play to achieve the best communication effect.
【学位授予单位】：陕西师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206-F

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