Research On The Value Of Live Streaming Advertising In China

From text to picture to video to live streaming, the Internet is constantly changing the way people understand the world and receive information. People with common interests are getting together. The ads that are rooted in the live platform are more accurate and targeted, and their value is becoming more and more prominent. The research on the live streaming is mainly focused on itself and the live streaming marketing, but the adverting value is almost blank. Many companies are also not aware of the value of live streaming advertising to brand marketing. Therefore, it is necessary to study the value of live streaming advertising.Based on the research of communication and marketing, this paper summarized the basis and concrete embodiment of adverting value and analyzed the obstacle and realization of it.The paper is divided into the following five parts:The Introduction summarized and sort out the relevant documents and clarified the research meanings and methods.The First chapter summarized the live streaming advertising, including the clear definition of the paper's main topic and the advertising features. The live streaming advertising that this article studied is an advertising form that the advertisers fully combined it with consumer demand, product attributes and the characteristics in a certain planning and creativity and the advertising information and contents had much more blurred boundaries.The Second chapter analyzed the basis of the realization of the live streaming advertising combined with the relevant theory from the perspective of technology,audience and practice and explored the development of live technology, the interaction among the audience and the advertising's creative and delivery strategy for the live streaming adverting to achieve its value.The Third chapter summarized the embodiment of the live streaming advertising with the Maybelline promotion case from the transmitter, advertising audience and advertising platform combined with the process of advertising communication.The Fourth chapter analyzed the obstacles that the live streaming adverting may encounter and proposed that the live streaming advertising's value can be further realized through the industry self-discipline, cross-platform cooperation and the innovation of advertisement form during the further achievement based on the first three chapters.