| With the development of online video industry, the Chinese online video advertising medias are gradually concerned by advertisers, advertising audiences, content providers, venture capitalists and other circles.Within just five-year-development, relationship between online video advertising medias and other aspects of the ecological chain,which was simple and loose then, in gradually becomes polygonal and complex relationship.Within these polygonal and complex relationships, venture capital providers, content providers and technology providers are basic element to restrict online video advertising media;The attitude of advertisers toward online video ads vary from unclear to clear, from spectators to main role,but due some uncertain reasons of the advertising effect and the development of online video advertising media, they are still doubtable. Advertising audiences become active in the video advertising media activities, and are recognised because of their value of creation and dissemination, but they can not get proper benefits; Representation of the advertising and creative expression are different for the different forms of online video ads. For example, the video sharing medias are open, and the characters of it are "collective wisdom of creative content, the actors and the production of civilian technology, digital entertainment, the classic interpretation of the text, word of mouth interaction". Other video advertising's performance is not satisfactory.Resolution of polygonal conflicts of online video advertising media is the media itself. It needs to strengthen its internal and external eco-innovation ecosystem relationship marketing. Its own eco-system innovation includes two levels: firstly, create platform content, which includes mainly specialized in the channel and innovation of program content of the horizontal and vertical level; Secondly, innovate advertising services, which is mainly manifested in the " video that is advertising, advertising that the video "as a new advertising concept and in "relying on technology, creativity and formming the perfect combination "as innovative advertising body. Internet video advertising media external ecological relationship marketing includes: attracting brand from brand, integrating media platforms and advertising information, and carrying out virtual reality marketing in the basis of the incentive of advertising audience participation. |
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