网络视频贴片广告效果影响因素探索  

An Exploring Study on the Effectiveness of Online TV Advertising

作　　者：周文娟[1] 黎斌[2] 

机构地区：[1]广东工业大学艺术设计学院,广东广州510090 [2]暨南大学新闻与传播学院,广东广州510632

出　　处：《社会工作与管理》2015年第3期82-86,92,共5页Social Work and Management

基　　金：广东省哲学社会科学"十二五"规划青年项目"新媒介环境下古法造纸工艺的传承与传播研究"(GD14YYS04);国家社会科学基金艺术学项目"隐晦与新生--中国民间手工纸的艺术应用研究"(14CG133)

摘　　要：网络视频贴片广告是伴随在网络视频播放前中后出现的广告。从消费者认知过程出发,通过对30位用户进行深度访谈,得知品牌认知度、广告位置、广告内容、编排方式与广告态度、品牌态度关系密切,对网络视频贴片广告效果具有影响。应合理控制投放时长、展示频次,内容制作应结合网络媒体特性,多屏联动创造协同效应。A recently developed online television-advertising formats display a banner ad whenever a viewer watches a streaming-video program. This study interviewed 30 users from the perspective of consumers' brand attitude and find out the impact of brand recognition,location and content of advertisement,advertisement attitude and brand attitude on the effectiveness of this type of advertisements. The results demonstrate that the length and frequency of advertising exposure should be controlled; the characteristics of online media should be taken into consideration in the process of producing online TV advertising,so as to form a synergistic effect between online and offline media.

关 键 词：网络视频贴片广告 广告态度 广告效果 

分 类 号：F713.8[经济管理—广告]