A Reasearch Report On The Development Of Creative Insert Advertising

Nowadays,with the development of technology and Internet,the form of advertisement is changing with each passing day.This paper mainly studies the advertising type of "insert in creativity",because of its development has shown a strong trend,a large number of video platforms,such as Iqiyi,Youku and Tencent and so on.So it is a good way to study.The feature "creative inserts" is that the scene is recorded and the character is the protagonist in 60 seconds.the content belongs to script to make the second creation.Thanks to this,the "creative insert" become a brand-brand rush to buy and pursue the means of marketing.But at present,the advertising form of "creative inserts" still have shortcomings,mainly in the difficulty of finding the insertion point,;the constant lack of creative points;the excessive time of information;and the difficulty in coordinating the video platform,brand and producer in the production process.This study began to connect the previous research results.And selected four "creative insert" cases as the research object,and then explored the factors of "creative insert" pricing.This paper use the data of questionnaire investigation to analyzes the characteristics of the audience of the advertising in the "creative insert" to study the motivation of the audience to watch the "creative insert" to estimates the willingness of the brand to buy the brand in the "creative insert".And the paper help advertisers to provide a strategic reference.