The Research On The Psychological Effect Of The Network Video Frequency Patch Advertising Audience

Online video advertising placement is still the supplement of the traditional television advertising, advertising and TV together constitute complementary put combination, exciting content, compelling video is very easy to get the favor of the user network, video(especially long video, such as being hit TV drama) patch ads just use the buffer waiting time, compared with the traditional TV movie ad placement and can not cause the audience antipathy. Moreover, because of the more diverse forms of online video advertising, entertainment, interactive, online video patch advertising as a new form of advertising is increasingly being accepted and recognized by the user.Based on this, Firstly, through the concept of network video ads patch analysis,with the help of AIDMA theory, advertising effect of six step said, in order for online video advertising placement audience psychological effect of provide theoretical support and practical study. Use the questionnaire to obtain the data required for the study, and through statistical software SPSS, using a variety of methods of statistical analysis, the relationship between the advertising effect of systematic research and analysis, six hypotheses: verification of network video advertisement audience’s cognitive response against their behavioral intention has a positive impact, network video advertisement the audience’s cognitive response to the emotional reaction has a positive impact, online video advertising placement the audience’s emotional response to the behavior intention has a positive effect, different demographic variables of the network video advertisement audience in their cognitive responses have significant differences, different demographic variables of the network video advertisement audience in their emotional reactions are significant differences, different demographic variables of the network video advertisement audience in the behavior intention have significant differences.. This paper points out a direction for the study of the psychological effect of Internet video patch advertisement, and puts forward a comprehensive reference for the research field of network video advertisement.