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在刚刚过去的2012年,视频网站的用户规模和浏览时长跃居互联网各应用第一,庞大的用户规模支撑着视频广告收入持续高速增长。视频网站已经成为品牌广告主不可缺失的主流传播平台,网络视频也在品牌传播当中扮演着越来越重要的角色。随着重要性的日益提升,视频广告的规范化和标准化也成为行业亟待推进的工作,处在产业链不同位置的领先广告主、代理公司、第三方监测公司、媒体也已为此展开了行动。从广告主角度,随着视频营销在其品牌传播当中的地位不断提升,视频广告的效果也成为其关注的焦点,包括百胜、欧莱雅、宝洁等多家一线品牌纷纷表示对此高度重视。
In the past 2012, the number of users and the browsing time of video websites leapfrogged the number one application in the Internet. The large user base supported the continuous growth of video advertising revenue. Video websites have become an indispensable mainstream communication platform for brand advertisers, and online video plays an increasingly important role in brand communication. With the increasing importance, the standardization and standardization of video advertising has also become an urgent need for the industry to advance its work. Leading advertisers, agencies, third-party monitoring companies and media outlets in different positions in the industry chain have also started to do so. From the perspective of advertisers, with the continuous promotion of video marketing in the brand communication, the effect of video advertising has also become the focus of attention. A number of front-line brands such as Yum !, L’Oreal and Procter & Gamble have all attached great importance to this.