Communication Characteristics And Medium History Significance Of Network Video Ads

With The rapid development of the Internet, as a means of network marketing, Web video ads have been developed into diversified direction in their performance forms, and get more and more attention from the ads industry and academia. We starts from the analysis of the present status of video ads, then conduct an in-depth analysis on its concept, forms and propagation characteristics, and then combined with the cases of network video ads, which focus the study on the interaction and the properties of video transmission.Arising from the digital and network age, video ads television ads not only retains the intuitive, flexible performance characteristics of the television ads, but also has access to the internet on-demand interactive features, which is a new media form integrated both the two media's advantages. It will develop into a platform with internet, multimedia, communications as a whole, and provide a larger service space. Advertisers can use the advantages of network video ads to disseminate products and services information more precise and more direct to the target consumers.Besides the preface and verdict, this article can be divided into five sections:The first part is an overview towards the status, source, concept and form of the development of video ads, in an effort to know network video ads on the whole.The second part we start from the angle of communication, and focus on the study of communication characteristics; we discuss the communication advantages of network video ads through the comparison between traditional network ads and television ads.The third part we use the knowledge of communications, advertising, film to analyze the core advantages of video ads (interactive and video mode), focuses on the discussion on interaction form of network video ads and features of video.The fourth part we combine the above analysis to conduct a study on business television– one case of network video ads; we discuss their morphology, function, features and interactive forms of the programs, to deepen the understanding of video ads.The fifth part we start from the perspective of the development and changes of ads medium, and inspect the progress and historical significance of the role of the network video ads, analysis its impact on the development of advertising medium.