| In recent years, portals, search engines, video sites, social network sites and othertypes of online media increasingly develop, and have become the main access forpeople to information and entertainment, which are gradually replacing traditionalmedia, such as newspapers. The popularity of the online media correspondinglyincreases the value of online advertising. Such internet advertising has attractedincreasing attention from advertisers. Among all kinds of online advertising, videoadvertising gets the most focus.Due to the strong as well as vibrant development, online video advertising hasbecome the important strategy for advertisers to disseminate products. On the otherhand, it also brings decent revenue for websites. In addition, it is developing in a waywhich provides positive help for people. This paper firstly reviews by data the generalsituation of the online video advertising, including its status quo and prospects, and thensummarizes four existing online-ad models: video ad placement in video sites, videodisplay ads in other websites, micro-movie advertising and interactive online videoadvertising with other media. Based on the analysis of ROI and the characteristics ofnetwork communication as well as the survey targeting netizens, the paper illustrates theapplied value of online video advertising in terms of Communication and Advertising.In the last part, the author puts forward some suggestions of dissemination foradvertisers and also proposes the advice for standardizing management of online mediaadvertising. The author thinks that online video advertising may surpass TVcommercials in recent years with its great potential, and becomes the biggest market ofadvertising since it provides significant interactivity, entertainment, diversity as well asa high value of communication and marketing. |
PDF Full Text Request