| In the Big Data Era,the rapid development of digital communication technologies has had an enormous influence on all walks of society.Against this backdrop,the audience of domestic video websites has increased continuously,and the online video industry has developed exponentially.More and more audience chooses to watch online videos,which also attracts more and more advertising agencies to pivot on online videos in their advertising marketing.With the development of the advertising industry,the precision advertising of online videos has continued to mature,and precision marketing has become the focal point of the advertising industry.The data traces left by the audience in their search,browsing and other behaviors have enormous marketing value.The mining and analysis of these relevant data bear great importance for the optimization of the precision marketing of online video advertisements.Big data technology has laid a solid foundation for online video advertisements to find the target audience and achieve precision marketing.It not only meets the needs of the target audience,but also of advertisers.The application of big data technology can tally with audience's preference and accurately target video advertisements to those who want them.This will reduce marketing resource waste,and mitigate disturbance on non-target audience.Besides,the advertisements are accurately sent to the target audience in accordance with the requirements of the advertisers.This will reduce advertising expenditure,and largely improve the effectiveness of online video advertisements.However,in light of the current situation,the advertising industry is confronted with some problems.There is still a long way to go before achieving the precision marketing of online video advertisements.Firstly,effective integration of data can't be achieved due to the differences in data sources and terminal usage.Browser cookie has problems of itsown.For instance,it cannot deduplicate audience data,making it difficult for advertisers to have a macro grasp when choosing video media.Secondly,what is hidden behind the data is each individual.In order to protect their privacy,the audience will not use their true identity on the internet and they may eliminate cookies on a regular or irregular basis.At the same time,the speculations resulted from data mining and analysis cannot guarantee an accurate and comprehensive understanding of the audience's preference.Therefore,it is necessary for advertising agencies to conduct in-depth research on the intrinsic needs of the audience.Thirdly,the key to advertising marketing lies in the content.Only high-quality content appeals to the audience.Therefore,advertisements must tally with video contents.However,the present video contents are rather heterogeneous.Online video advertisements still have a long way to go before they can achieve precision marketing made possible by accurate judgment and in-depth research.Shunfeng Communications is a participant in the advertising industry amid many advertising agencies.It has explored and obtained a set of relatively mature precision marketing models.I will capitalize on my knowledge base and take Shunfeng Communications as an example case to expound on the optimization of online video advertisements from the perspective of advertising agencies.Firstly,advertising agencies must get first-hand data and information from the advertisers,and have a more comprehensive understanding of advertisers' needs.Advertising agencies need to conduct comprehensive research on third-party monitoring data and data from video media platforms.They can employ big data algorithms to achieve precision marketing of video advertisements.Secondly,audience is the key to the precision marketing.Advertising agencies must dig deep into the needs and preference of the audience.They need to be wary of the unfavorable effects of relying only on data.They need to set up an audience-targeted database to regulate relevant data and hence more accurately grasp the needs of the audience.Thirdly,they need to establish aneffective research mechanism for video advertising content.They must earnestly analyze the trendy content and decide whether they should follow the trend or not.They must make an objective and scientific judgment and selection of content resources,and provide advertisers with the optimal content and solutions. |
