The Research Of Accurate Delivery And Optimization Strategy Of Network Video Advertisement

Since 2012, with the progress of network technology, the rapid development of the domestic video website industry, more and more users choose to watch a video. The increasing number of users and gather, to bring a number of brand advertisers greater advertising space and better communications platform, has also become an advertising agency marketing focus. However, the Internet and digital communication technologies impact on society as a whole, so that network video ads run more difficult, network video advertisement precise delivery of today’s video marketing trend.Based on the above background, from the advertising agency’s point of view, look at the status of network video advertisement and accurate delivery problems. Big Data era of information technology matures, network video ad accurate delivery possible. Internet users search, browse, buy, watch and other acts of great marketing value, through the data mining and analysis, identification and segmentation of the population, control demand and consumption intentions of users for advertisers to provide more with targeted advertising. At present, the main form of network video advertisement has to deliver precise time, area, content-based targeting techniques and precise delivery of video media products, such as Sohu video "Insight TA", "The Perfect Storm", as well as iQIYI "search best reflected ".With the upport of large data systems, the targeted advertising push. In two categories accurate delivery, the data and the contents of these two factors is the focus of this study, data and content from two dimensions to explore network video advertisement precise delivery bottleneck in the development and optimization strategies.It is precisely because of their target consumers precise positioning, accurate forecasting of demand, as well as serving the process control, network video ad accurate delivery to meet customer demand and two-way advertisers. On one hand, user-centric, for the user’s mental match up, the video advertising to the real needs of people, optimize the user experience, reduce bother to non-target populations. On the other hand directly match the needs of advertisers, to reach the target audience efficiently, reduce waste of advertising costs, enhance advertising campaign. But in the current situation, network video advertisement from the real accurate delivery is still a long distance, mainly in the user data and video content in two areas. First, the various video media data from different sources, different data terminal is also difficult to integrate, the browser cookie information recorded and can not be achieved to heavy users, advertisers in the video media options and how to optimize the delivery difficult macro grasp. Second, the data behind the more important is the human factor out of their own privacy protection, users often choose not to appear as real in the network, or remove cookie. And speculated that the network based on user behavior data only superficial understanding of user preferences, data alone can not accurately grasp the real motive behind the behavior, it is still difficult to fully exploit the internal demand and satisfaction. Third, for the direction of the precise way of delivery, advertising is content carriers, content aggregation its audience, but at present it is difficult to select video content cumbersome, while the lack of in-depth study of the video content, network video advertisement precise delivery caused some difficulties.Currently the entire advertising industry are actively exploring the optimization of network video advertisement precise delivery, the entire advertising ecosystem functioning, the perspective is the perspective of an advertiser’s advertising agency. Visionstar, as the depth of the video industry participants, among the many online video ad accurate delivery Cooperation, groping summed up a more mature content and precise delivery system platforms research systems, and implement the data+ content of double drive mode. Through the practice of accumulation and thinking advertising agency Visionstar, in order to "Visionstar Huitou" accurate advertising platform and "CSCRS multi-screen content evaluation system", "CICTE platform choice model" as an example for case analysis, and found highlights, summarized based advertising agency perspective of network video advertisement optimization strategy. First, the advertising agency to play a commanding role, first-party advertisers access data to fully understand the advertisers, while integrating video media analysis, third-party monitoring data to achieve the effective integration party data, using intelligent algorithms and computing experience to maximize the accuracy of video advertising. Second, the advertising agency for a user-oriented, multi-user real needs of mining, in building a complete user database system, it must also regulate the use of user data, and abandon the "data-only" theory, in-depth survey of user needs. Third, the advertising agency to create content mechanism, rational follow hot content, establish procedures and standardization of the content of research system, weigh objectively the content of resources to help advertisers choose the most appropriate content for advertising.