"The Tiny Time" Of Video Advertisings In Multi-screen Time

With the development of the Internet,video advertisings meet new challenges in the multi-screen time.In the background of mass information and multiple medias,audiences have access to various of choices,thus advertising stratedies are of vital importance.This dissertation is about video ads in the context of multi-screen time.Through a case study of Xiaoshiguang Noodle Restaurant this article intends to explore advertising strategy by seeing whole from segments.This dissertation can be divided into five parts:Part1 is Introduction.First it concludes the backgrounds and significances of the research,and then summarizes the literatures home and abroad.At last it outlines research methods and innovations.Part 2 is a summary of the development of video ads.The video ads have a precision process from wide to tiny.It has three steps:The Big Time of video ads in the TV age;The Middle Time of video ads in the Web1.0 age;The Tiny Time of video ads in the multi-screen age.Part3 and Part4 are based on a case study of Xiaoshiguang Noodles Restaurant to analyze the Small Strategy of video ads:the form of Micro Movie;the content of Small Stories;the modeling of Common Persons;the construction of small community.And then the dissertation attempts to explore its effects through analizing datas and comments from YouTube with theories like "use and gratification"and "Word Frequency".Part5 sums up problems faced by video ads,brings ameliorative plans,and looks ahead to the bright future of video ads.