网络视频广告效果提升研究.docx

PAGE VI 网络视频广告效果提升研究 摘要：在线广告具有交付准确率高的特点。可以通过注册会员等收集用户的基本个人信息。同时，可以执行用户访问生成的cookie的收集和分析。获取用户观看时段，观看时间，观看内容等的信息对于评估广告的有效性非常有价值，通过匹配用户特征和用户行为。在线视频广告是利用先进的数字技术将传统视频广告整合到网络中，并构建可用于在线直播的在线视频展台。本文通过分析在线视频广告的现状，优势和存在的问题，提出了一种应对策略。在线视频广告的特征决定了视频广告的内容不应太长，通常不超过15秒。因此，互联网营销专家建议，最好根据互联网或其他数字媒体的特点定制视频，以创建单独的视频广告。而不是直接使用30秒的电视广告进行视频广告。因为在互联网上，很少有人会等待30-60秒的视频广告，缩短广告时间，提高广告效果;利用互联网技术提高广告的准确性;使用更能反映广告效果的指标;区分服务视频类别并尝试使用长视频;关注移动视频广告等。 关键词： 网络视频广告；效果提升  Research on the improvement of online video advertising Abstract: Online advertising has the characteristics of high accuracy of delivery. Through the registration of members and other forms, the users personal basic information can be collected. At the same time, the cookie generated by the users access can be collected and analyzed, and the users viewing time, viewing time, and viewing content are obtained, which are valuable for evaluating the advertising effect. The ratio of user characteristics and user behavior. Online video advertising is the use of advanced digital technology to integrate traditional video advertising into the network, and build an online video booth that can be used for online live broadcasts. This paper proposes a certain coping strategy by analyzing the status quo, advantages and existing problems of online video advertising. The characteristics of online video advertisements determine that the content of video advertisements should not be too long. It is usually not more than 15 seconds. Therefore, Internet marketing experts suggest that it is better to tailor the video or other digital media to create a separate video advertisement instead of directly. Use a 30-second TV ad for video ad playback. Because on the Internet, few people will wait for 30-60 seconds of video ads, reduce advertising time and improve the effectiveness of advertising; use Internet technology to improve the accuracy of advertising; use indicators that better reflect the effectiveness of advertising; Video categories, try to use