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世界上的第一条影视广告是在美国纽约NBC旗下的“WNBC”电视台播出的宝路华手表广告,历时10秒,花费9美元。时至今日,影视广告无论是创意、拍摄、表现手法、特技、剪辑、制作,当然还有成本,都已不可同日而语。网络的崛起,让影视广告可以毫无顾忌地越来越长,凭借讲故事、拍电影的手法来推广自己的产品.甚至是品牌活动的全程互动直播。也正因此,网易的丁磊甚至要搞生猪养殖,其中一个重要原因,就是能利用现有的网络平台展示生猪养殖的全过程。显然,网络这个有别于电视的传播平台毫不吝啬地打开了视频广告的另一扇窗,让视频广告有了花样翻新、别出心裁的无限可能。3G的横空出世,更让我们对将来的手机视频广告充满遐想。本斯影视专刊,我们一起探讨网络视频广告的现状及发展趋势。
The world’s first film and television advertisement is a Bulova watch advertisement broadcast on NBC’s “WNBC” television station in New York, USA, which took 10 seconds and cost 9 dollars. Today, television commercials no matter whether they are creative, filming, performance techniques, stunts, editing, production, of course, there are costs. The rise of the Internet, so that television advertising can be more and more without any scruples, with storytelling, filming techniques to promote their own products. Or even the entire interactive live brand activities. It is precisely because of this, Netease Ding Lei pig farming or even engage in farming, one of the important reasons is that we can use the existing network platform to display the whole process of pig farming. Obviously, the network is different from the television communication platform did not mean to open another window of the video ads, video ads have been tricks, ingenuity unlimited possibilities. 3G turned out to the sky, leaving us full of reverie in the future of mobile video ads. Bens film special issue, we discuss the status quo and development trend of online video ads.