移动视频广告与消费者态度分析

Mobile Video Advertising and the Consumer Attitude

随着移动技术的迭代更新,移动网络环境不断优化,中国已然进入了移动信息化时代。近年来,越来越多的消费者通过移动端获取产品信息,移动端视频播放量也呈现出爆炸式的增长,这一趋势为广告营销带来了新的机遇。广告主正逐渐加大对移动视频广告的资金投入,移动视频广告在市场中也表现出了积极地发展态势。通过对移动视频广告的解析,进一步分析消费者对移动视频广告的态度,并对移动视频广告的未来市场化发展进行了有益探索。移动广告公司应以消费者为主导去设计视频广告,增加用户粘合度,让视频广告效果实现最大化。

With the updating of mobile technology and the continuous improvement of mobile Internet environment, China has entered theera of mobile information. In recent years, more and more consumers get product information through the mobile terminal, and the amountof mobile video playback has also shown an explosive growth. This trend has brought new opportunities for advertising marketing.Advertisers are gradually increasing investment in mobile video advertising, and mobile video advertising also shows a positive trend in themarket. Through the analysis of mobile video advertising, this paper further analyzes the attitude of consumers to mobile video advertising,and explores the future market development of mobile video advertising. Mobile advertising companies should design video advertisementsbased on consumers, increase user cohesion and maximize video advertising effectiveness.