网络视频广告的发展与趋势研究.docx

网络视频广告的发展与趋势研究摘要随着观看网络视频成为网民日常用时最长的行为，网络视频广告作为一种新兴的广告形式有着广阔的发展空间。它凭借着内容丰富、形式多样、投放精准、互动性强等特点吸引众多广告主的关注。但由于网络视频广告市场尚未完全成熟，同时也存在着许多问题有待解决。论文从传播的角度对网络视频广告的界定入手，结合自己的实习经历，发现近几年网络视频和网络视频广告发展迅速，市场格局发生了很大的变化，而这些变化又十分贴近生活，与每一位网民息息相关，所以本论文对网络视频广告做一次定性研究。结合网络视频广告相关论述，论文对网络视频广告的定义、广告形式、传播特点等进行了较为全面的分析，同时探讨了国内外网络视频广告的发展与现状，找寻目前发展所存在的问题，并预测其未来发展趋势。本文对网络视频广告进行了大体概述，一方面加深自己对这一种新型广告形式的了解，另一方面通过对其问题和发展趋势的探讨，提出一些个人意见，希望对相关研究有所补充。关键词： 网络视频广告广告形式发展现状未来趋势AbstractWith netizens spending much time on watching the network video,network video advertising has a broad space for development as a new form of advertising.It attracts the attention of many advertisers by virtue of the rich contents、diverse forms、precise delivery and interactive features.However, because the online video advertising market is not yet fully mature, there are still many problems to be solved.Paper starts from the definition of network video advertising, combining my own internship experience and finding that network video and network video advertising has developed rapidly in recent years and great changes have taken place in the market pattern. These changes are very close to our life and closely related to each netizen, so this paper do a qualitative research on it. Combined with related discourse of network video advertising , the thesis does an comprehensive analysis of the definition , forms, dissemination characteristics and so on of network video advertising , and discusses the development and current situation both at home and abroad, explores the existing problems in the development, and predicts the future development trend.This thesis gives a general summary of network video advertising. On the one hand, I hope to deepen my understanding of it; on the other hand ,put forward some personal opinions based on studying to renew the relative fields.Key Words：network video advertising advertising form present situation future trend目录第1章绪论…………………………………………………………………... 11.1 研究意义…………………………………………………… 11.2 研究目的………………………