Based On The User Experience Of Interactive Network Video Advertising Research

Since the1990s, there is a rapid development in the networktechnology, perfectly in the Internet, so that human society has createda new information space, and which came into the online videoadvertising has created a new manner of communication for theadvertisement. The online video advertising has built a new online videobooth for business online live, which is the use of advanced digitaltechnology and multimedia technology, and integration of video,audio, image, animation and text. There is more vivid expression, moreforms and more carrier volume in the online video advertising, andthere is a maintained development in recent year. There is a new dataabout the Chinese online video market analysis in the third quarter in2011, which show that the income of the Chinese online videoadvertising is1.4841billion RMB, and it has an increase139.0%which iscompared with the same period last year,48.1%compared last year.From to collecting and analyzing the literature about the onlinevideo advertising, I find there is a little research on it, and which isconcentrated in the development scale, advertisement effectivenessand market value, but which is still blank in the perspective of userexperience. The importance of user experience include:1. theexperience economy requires we should attention to user experience;2.the interactive demand is increasing in personalized informationservices;3. the practice of the interactive information services iscarrying out. The user experience of online video advertising is reflectedin the interactive behavior, I choose the user experience as an entrypoint for online video advertising.This papers writing idea is from bringing up the question, analyzingquestion to solving question. Based on analyzing the interactive mannerof the online video adverting, through theoretical analysis in advertising editor’s view and questionnaire in audiences view, I find some shortage:a phenomenon is insufficient interactive and bad user experiencewhich the audience interactive with the online video advertising; badimpression in embedded type, patch, floating advertisement; somedevelopment space in implantable and video advertising; interactiveadvertising be attention and well user experience. The interactiveonline video advertising should be developed toward to humanizationand interesting. On the basis of the diagnosis, the article project aenforceability interactive online video advertisings designing model(ISIO) and accomplish scheme (3w), and rebuilt an advertisementsinteractive manner. In conclusion, the future interactive online videoadvertising will developing toward human-machine interaction tointerpersonal interaction, and defusing the freezing interface, which willmake new users experience between human and advertising, raise thetransmission effectiveness and change the consumer attitude andintention.