Research On H5 Advertising Innovation Strategy Based On User Experience

Based on HTML5 technology,H5 advertising has strong interactive,detectable,cross-platform and other communication advantages.It stands out from the dynamic advertising and becomes a popular form of advertising for major advertising and brand companies.In China,in 2016,the development of H5 advertising began to enter the stage of rational development,but netease H5 at this time to break out of the siege,frequently output screen level H5,its H5 production experience and law is worth discussing.Combined with content analysis method and case study method,based on user experience,this study makes a detailed quantitative analysis of netease H5 from three levels,namely,instinct level,behavior level,and reflection level,in terms of expression form,content form,picture design style,narrative mode,background music,interaction form,and user demand.Combined with specific cases and compared with other H5 advertisements,it is concluded that netease is good at making graphic and text display H5,can fully grasp the curiosity of users,and optimize the product portfolio to meet the needs of different users and other strategies.At the same time,some existing problems of netease H5 were also found,and optimization Suggestions were put forward for these problems.It is hoped that this study can open a new perspective for the academic research on H5 advertising and provide a reference for the future development of H5 advertising industry.