视频广告程序化创意中运动场景与商品类型匹配关系研究

Research on the Matching Relationship between Sports Scenes and Product Types in the Programmatic Creativity of Video Advertising

移动互联网的快速发展和大数据算法技术的不断迭代,为视频广告程序化创意自动生成提供了更精准的场景匹配营销策略。通过对《IAI中国广告作品与数字营销年鉴》电子书和YouTube网站为期4年的视频广告进行内容分析,本文试图考察视频广告中运动场景与商品类型的适配度。结果发现,运动场景与商品类型具有显著关系,例如,反映生存需求的运动场景视频广告,适用食品饮料、医药保健、交通运输、日用品和其他类商品;反映生活需求的运动场景视频广告,适用食品饮料、医药保健、交通运输、日用品和其他类商品;反映传承需求的运动场景视频广告,适用数码产品、电子游戏、服务产品和家具电器类商品;等等。数字时代,程序化创意以消费者为核心,通过数据算法实现了场景与商品的深度匹配,并在新媒体环境下提升了营销效果。

The rapid development of the mobile Internet and the continuous iteration of big data algorithm technology have provided a more accurate situation matching marketing strategy for the automatic generation of programmatic creative ideas for video advertisements.Through the content analysis of the"IAI Advertising Works and Digital Marketing Yearbook"e-book and four-year video advertisements on YouTube,this paper attempts to examine the suitability of sports scenes and product types in video advertisements.The results found that sports scenes have a significant relationship with product types.For example,sports scene video advertisements reflecting survival needs are suitable for food and drinks,medicine and health care,transportation,daily necessities and other commodities;sports scene video advertisements reflecting life needs are suitable for food and drinks,medicine and health care,transportation,daily necessities and other commodities;sports scene video advertisements reflecting heritage needs,suitable for digital products,video games,service products and furniture and electrical products;etc.In the digital age,programmatic creativity takes consumers as the core,realizes the deep matching of scenes and commodities through data algorithms,and improves the marketing effect in the new media environment.