一、网络视频广告的研究背景(一)网络视频广告发展的市场环境调查显示,目前国内的网民数量达3亿左右,并且规模是呈现快速增长。据中国互联网信息中心发布的研究报告显示:“截止到2009年底,网络视频用户规模达到2.4亿,其中4000万用户只在网上看视频,成为网络视频独占用户。其中66.8%的网络视频用户表示收看电视的时间在减少。”~([1])而互联网的商务、购物、娱乐、查询等各种应用的不断完善吸引更多人参与网络,并且接触网络的时间也越来越长,对网络的依赖程度更高。 I. Background of Online Video Advertising Research (I) A survey on the market environment for the development of online video advertising shows that there are currently about 300 million Internet users in China and the scale is showing rapid growth. According to a research report released by China Internet Network Information Center, “as of the end of 2009, the number of online video users reached 240 million, of which 40 million users only watched videos online and became the exclusive users of online video, of which 66.8% of online video users said The time to watch TV is declining. ”~ ([1]) The continuous improvement of various applications such as business, shopping, entertainment and inquiries on the Internet has attracted more and more people to participate in the Internet and the time it takes to access the Internet has been growing. More dependent on the network.