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分析人士指出,对视频网站而言,是否敢于缩短广告时长,是一个在改善用户体验和增加广告营收之间的一道选择题,也是一个长期利益和短期利益之间如何取舍的问题。随着视频网站市场规模和媒体价值的提高,更多电视广告主开始转移阵地,加大对网络视频的广告投入。作为新媒体,视频网站的平台价值越来越受到重视。当用户规模持续递增,商业模式日趋成熟,广告客户不断涌入。但与此同时,由于一些视频网站出于消化广告库存的目的不断延长广告时长,导致用户体验下降。如何在悉心维护用户体验的同时深度开掘视频广告价值的最大化,成为摆在视频网站面前的一道必须面对的课题。
Analysts pointed out that for video sites, the courage to shorten the duration of advertising, is to improve the user experience and increase advertising revenue between a multiple choice, but also a long-term interests and short-term interests of how to choose the problem. With the increase in market size and media value of video websites, more TV advertisers began to shift positions and increased their advertising investment in online video. As a new media, video site value of the site more and more attention. As the user base continues to grow in size and the business model matures, advertisers continue to pour in. However, at the same time, the user experience has been declining due to the prolongation of advertising duration by some video websites for the purpose of inventory digesting. How to maximize the value of video ads while deeply maintaining the user experience has become an issue that must be faced before video websites.