利用视频网站推送无偿献血广告的可行性研究

The feasibility study of online video promotion of blood donation

目的通过《视频网站推送广告观看情况问卷》和网络使用情况相关报告的结果对利用视频网站推送无偿献血广告的可行性进行分析和探讨,为无偿献血宣传工作提供新思路、新方式。方法我们在公共场所对街头人群随机发放200份《视频网站推送广告观看情况问卷》进行调查,对调查结果做统计分析,并结合《短视频用户研究报告》和相关网站的发布的监测数据进行综合分析。结果有效问卷回收率为100%,通过调查问卷的结果可知,每天都观看网络视频的人群均在18—39岁这个年龄层中产生,占调查人群比例的50%(100/200);会观看播放视频前贴片广告的人数占调查人群比例的45%(90/200);如果推送广告是无偿献血宣传广告或宣传献血知识愿意观看的人数占调查人群比例的85%(170/200);推送的广告时间建议在15 s—30 s的人数占调查人群比例的80%(160/200)。结论通过《短视频用户研究报告》的结果可知,观看网络视频占全部网民比例的82%,人群年龄分布主要集中在20—29岁,占所有网络视频用户的59%。广州地区的无偿献血者中,18—35岁人群占该地区总献血人数的76%,与观看网络视频的主要人群年龄层重叠,而且愿意观看无偿献血相关广告的人群占大多数,因此通过视频网站推送无偿献血广告是有效而直接的宣传方法,可以吸引更多的年轻志愿者加入到无偿献血的行列当中。

Objective To analyze and discuss the feasibility for advertising voluntary blood donation on video websites according to the results of "questionnaire survey" and reports concerning internet use, to provide new ideas and methods for promoting volunteer blood donation. Methods We issued 200 "questionnaires concerning the watching of launched advertisements on video websites" to random individuals. Besides, the feasibility for making advertisements about blood transfusion on video websites was comprehensively analyzed based on the Survey Report on Users of Short Videos and monitored data released by related websites. Results 50%(100/200) respondents watched online videos every day, 45%(90/200) respondents watched the advertisements posted before playing videos, 85%(170/200) respondents were willing to watch advertisements that publicized volunteer blood transfusion or knowledge related to blood transfusion, and 85%(160/200) respondents thought that an advertisement was suggested to last 15 s-30 s. Conclusion According to the Survey Report on Users of Short Videos, 82% netizens watched online videos, and they were mostly 20-29 years old, who accounted for 59% users of online videos. Among the voluntary blood donors, the 18-30 year olds accounted for 75% of the population, causing overlaps with the online users. Therefore, it is effective and direct for advertising blood transfusion on video websites, in order to attract more young volunteers to donate blood.