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网络视频广告的兴起和调研方法的演化完善,为实现电视与网络视频的横向比较提供了基础,并能有效指导视频媒介的投放策略。伴随着网络视频行业的高速发展,如何完善网络视频广告效果测评体系已经成为促进行业进一步发展所必需解决的问题。
The rise of online video ads and the evolution of research methods have provided the basis for the horizontal comparison between television and online video and effectively guided the video media delivery strategy. With the rapid development of online video industry, how to improve the evaluation system of online video advertising effectiveness has become a problem that must be solved to promote the further development of the industry.