發(fā)布時(shí)間：2018-03-25 00:05

  本文選題：HTML5　切入點(diǎn)：網(wǎng)絡(luò)視頻　出處：《沈陽(yáng)理工大學(xué)》2013年碩士論文

【摘要】：目前,產(chǎn)品信息的獲取主要來(lái)自于產(chǎn)品廣告。其中報(bào)紙、廣播、電視、和網(wǎng)絡(luò)是傳遞廣告信息的媒體。網(wǎng)絡(luò)視頻廣告是一種新興的廣告形式,它結(jié)合了傳統(tǒng)的網(wǎng)絡(luò)廣告和電視廣告的雙重優(yōu)勢(shì),具有獨(dú)特的商業(yè)價(jià)值。隨著p2p技術(shù)的不斷成熟,以及寬帶的日益普及,網(wǎng)絡(luò)視頻廣告異軍突起,并且成為一種重要的主流廣告形式。 眾所周知,過(guò)多的廣告插播會(huì)引起很多觀看電視節(jié)目、流媒體的觀眾反感,但是,同時(shí)也會(huì)發(fā)現(xiàn)觀眾對(duì)商品信息是有很大需求的,一方面對(duì)視頻播放中強(qiáng)行廣告插播的方式非常反感,一方面又渴求主動(dòng)獲取商品信息。比如當(dāng)某節(jié)目熱播時(shí),經(jīng)常發(fā)現(xiàn)在各大論壇有無(wú)數(shù)觀眾探討劇中主人公的吃穿用度,什么品牌,如何購(gòu)買(mǎi)等,這種問(wèn)題比比皆是,這也體現(xiàn)了現(xiàn)在年輕人消費(fèi)主力軍的消費(fèi)趨勢(shì)。這種潛移默化的影響力正是贊助商夢(mèng)寐以求的。這也說(shuō)明應(yīng)該在廣告的模式上探求更為觀眾接受和喜歡的新形式。 本平臺(tái)基于HTML5技術(shù),實(shí)現(xiàn)圖片、文字、音頻基本媒體元素組成的廣告信息在網(wǎng)絡(luò)視頻中的植入,植入的廣告信息與網(wǎng)絡(luò)視頻相分離,網(wǎng)絡(luò)視頻的播放效果不會(huì)受到影響,并且達(dá)到廣告信息互動(dòng)顯示的效果,這樣用戶可以根據(jù)喜好主動(dòng)、即時(shí)的獲取商品的相關(guān)信息,提高互動(dòng)性和用戶體驗(yàn)效果,處理好廣告與用戶之間的受動(dòng)關(guān)系。通過(guò)互動(dòng)廣告信息植入平臺(tái)植入的互動(dòng)廣告信息,在網(wǎng)絡(luò)視頻播放時(shí)會(huì)避免由于過(guò)多的廣告信息植入引起用戶的反感,而又會(huì)滿足用戶想要獲取廣告信息的需求。用戶可以自主選擇繼續(xù)觀看與否,并可以通過(guò)鏈接直接進(jìn)入購(gòu)買(mǎi)環(huán)節(jié),真正打通了視頻網(wǎng)站和電子商務(wù)兩大互聯(lián)網(wǎng)基礎(chǔ)平臺(tái),實(shí)現(xiàn)了從流量到銷售的精準(zhǔn)轉(zhuǎn)化。同時(shí),拓展了視頻網(wǎng)站以廣告為主的盈利模式,可以直接參與電子商務(wù)分成。相信隨著網(wǎng)絡(luò)廣告的迅猛發(fā)展,本平臺(tái)市場(chǎng)發(fā)展空間巨大。
[Abstract]:At present, the acquisition of product information mainly comes from product advertising. Newspapers, radio, television, and the Internet are the media that transmit advertising information. Network video advertising is a new form of advertising. It combines the dual advantages of traditional online advertising and television advertising, and has unique commercial value. With the continuous maturity of P2P technology and the growing popularity of broadband, network video advertising has suddenly emerged. And become an important mainstream advertising form. As we all know, too many advertisements will cause many viewers to watch TV programs and stream media, but at the same time, they will also find that the audience has a great demand for commodity information. On the one hand, they are very disgusted by the way that advertisements are forced to be inserted in the video broadcast, on the other hand, they are eager to take the initiative to obtain commodity information. For example, when a program is popular, it is often found that there are countless viewers in various forums discussing the food and clothing consumption of the protagonist. Such questions abound as what brands, how to buy, etc. This is also a sign of the current trend of young people's spending forces. This subtle influence is what sponsors dream of. It also suggests that a new form of advertising should be explored that is more acceptable and desirable to the audience. This platform is based on HTML5 technology to realize the placement of advertising information composed of basic media elements of picture, text and audio in the network video. The embedded advertising information is separated from the network video, and the effect of playing the network video will not be affected. And achieve the effect of interactive display of advertising information, so that users can take the initiative according to their preferences, immediately obtain the relevant information of products, improve the interactive and user experience effect, Through interactive advertising information implantation platform embedded interactive advertising information, in the network video playback will avoid because too much advertising information implantation caused users to resent, Users can choose whether they can continue to watch or not, and can directly enter the purchase link through the link, and really open the two basic Internet platforms: video website and e-commerce. At the same time, it expands the profit model of video website based on advertising, and can participate in e-commerce directly. I believe that with the rapid development of online advertising, this platform has a huge market development space.
【學(xué)位授予單位】：沈陽(yáng)理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F713.8;TP311.52

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本文編號(hào)：1660635