【摘要】：大視頻時代的來臨給網(wǎng)絡(luò)廣告的發(fā)展既帶來了機(jī)遇,也帶來了相較于從前更多的挑戰(zhàn)。尤其是對于具有雙重屬性的廣告來說,在為廣告主和視頻網(wǎng)站帶來盈利的同時,也應(yīng)將用戶體驗(yàn)納入到考量和發(fā)展的范圍之內(nèi)。本文的寫作目的旨在討論,一則廣告如何在盈利的同時最大限度地給網(wǎng)絡(luò)視頻網(wǎng)站的用戶帶來最佳使用體驗(yàn),與此同時又能兼顧到廣告主與視頻網(wǎng)站的利益。本文在開篇以網(wǎng)絡(luò)視頻網(wǎng)站為出發(fā)點(diǎn),分別從視頻網(wǎng)站的現(xiàn)狀和用戶特點(diǎn)進(jìn)行分析,旨在說明當(dāng)下我國視頻網(wǎng)站所處的境遇。根據(jù)對網(wǎng)絡(luò)視頻廣告發(fā)展方向的探究,對未來網(wǎng)絡(luò)視頻插播廣告的發(fā)展提供了具有可行性的建議,以期讓視頻網(wǎng)站、廣告主以及視頻網(wǎng)站用戶可以和諧共處在網(wǎng)絡(luò)環(huán)境之中,也讓用戶在瀏覽視頻網(wǎng)站時對插播廣告有一種新穎和愉快的體驗(yàn),可以從插播廣告中找到自身的切實(shí)所需。本文采用了定量研究、案例研究和描述性研究方法對網(wǎng)絡(luò)視頻中插播廣告進(jìn)行全面剖析,并得出以下結(jié)論：鑒于網(wǎng)絡(luò)視頻用戶面非常廣,因而可以采取精準(zhǔn)投放的營銷策略,對網(wǎng)站的VIP服務(wù)進(jìn)行個性化定制,讓用戶擁有量身定制的視頻服務(wù)和體驗(yàn),同時在廣告制作和內(nèi)容方面,推薦以原生廣告和互動廣告的形式展現(xiàn),這兩種形式均可以最大限度地消除受眾對廣告的抵觸情緒,以期讓網(wǎng)絡(luò)視頻插播廣告的播放達(dá)到最佳傳播效果。
[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.
【學(xué)位授予單位】：陜西師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：G206-F

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本文編號：2312064