The Research On The Communication Of Multiple Screen Interactive Of Video Advertising

With the rapid development of digital technology,people's interaction and lifestyle undergone changes profoundly in that Television,computer,Pad,cellphone and other terminals occupy people's life.Audience own unprecedented initiative and voice when receiving information and making feedback along with the increasing of interaction among person,terminals and Internet.Screens performing different roles such as Television screen,computer television and cellphone television tend to make cooperation,and seamless connection among different screens become new communication hot spot.Competition and convergence between new and old media become objective media fact which results in interact among different screens naturally.The emergence of various intelligent terminals makes video advertising a new communication carrier.When multiple screens interact with consumers,this will be the breakthrough of brand communication.The multiple screens interactive communication of video advertising has experienced the initial period,the starting period and the development period,from the mobile phone hotline or the short message interaction to the multiple screen linkage,the multiple screen interactive mode of video advertising has developed maturely.,and the more diversified ways to realize it.Multiple screen interaction of video advertising can interact with each other through mobile screen and TV screen,computer screen and other screens.Often,many screens are used in many ways.The main elements of the multiple screen communication of video advertising are the main body,advertising audience,advertising content,multiple screen terminal and feedback.From the advertiser to the advertiser itself or the advertising agency to edit the advertisement content and reach the audience through the multiple screen terminals,in the idealized state,the audience receiving the first stage information can share and interact with the other part of the audience through multiple terminals.This is the process of multiple screen interactive transmission of video advertising.In the process,terminals,audiences themselves and viewing environment are the factors that affect the effective operation of multiple screen interactive communication in video advertising.Video advertising multiple screen interactive communication is developing rapidly and has broad prospects,but it is still a new field for advertisers.At present,in the process of communication,there is a narrow scope of application,increasingly obvious differences in the audience and the limited dissemination of content,to create a complete ecosystem and industrial chain,to meet the user's personalized content needs,innovative multiple screen interactive communication mode and process is a breakthrough direction.The progress of technology in the future will make the video advertising multiple screen interactive dissemination give unprecedented charm.