Research On Content Production And Marketing Strategy Of Mobile Video Advertising

With the continuous development of mobile internet technology,People are becoming more and more dependent on mobile smart devices.Enterprises may lose a considerable potential market if they don't focus on the mobile field right in the beginning.Enterprises need to advertise in the mobile field for branding activities.And to ask which form of mobile advertising is the most effective communication between the brand and the user,the answer is undoubtedly video advertising.This is because that video advertising has a big advantage over other mobile advertising in the way of presentation.It can show the audience a vivid video screen anytime and anywhere,which will show businesses owner's brand concept to the greatest degree.This paper begins with the development background of three aspects: mobile Internet environment,mobile Internet technology and mobile video industry,and gives a detailed overview of the development process of mobile video advertising.And then we analyze the mobile video ads on its category and characteristics to understand the current status of its development.After teasing out all of the concepts,we deeply discussed the content production and marketing strategy of mobile advertising.About content production,we analyze mainly from the content of the source,characteristics,creative expression type and the driving force of development.We found that mobile advertising always put the customer's need in the first place.In the process of advertising production,advertisers always develop content according to the needs of the audience.With the pushing of this principle,the quality of mobile video advertising has been improved.These kinds of advertisement always have innovative contents and surprising presentation forms,which will bring much surprise and keep target people's high curiosity and let them watch the whole advertisement carefully.In the term of marketing strategy,we found that mobile advertising has a dual nature of “mobile” and “advertising”.Therefore,we can take advantage of this dual nature to conduct advertising and marketing activities.Based on this,mobile video advertising can not only learn the advantages of the original form of advertising,but also can use the characteristics of mobile video advertising media to open up new marketing tools,mining a new promotion model.As a new product,mobile video advertising has been innovating in the course of its development.But there are various development issues that need to be further resolved because of its current growth stage.At the same time,for the future direction of the development of mobile video advertising,I rely on the development of mobile Internet environment to carry on a deep thinking about this issue.In general,the article explores the content production and marketing strategy of mobile video advertising,which provides a systematic and reasonable reference for the relevant research fields of mobile video advertising.