Research On The Evaluation Model Of APP Advertising Value In Multi-Screens Background

The Multi-Screen era has proclaimed its coming with the seamless broadcasting of information via various screens, such as computer, tablet, cellphone, television and outdoor LED. At the same time, smart phone has become the major device for people to surf the Internet because of widerspreading equipments connecting the Internet, the improving Internet environment and the enriching application scenes of mobile Internet. More and more brand advertisers have sniffed out the huge opportunity brought by mobile APPs which could fill up all the fragmented time of people daily life. So, mobile APP ads has attracted a lot of sights from advertisers, who would like to take the advantage of mobile APPs to achieve a significant improvement of spreading effect of commercial ads.However, with the impact of the screens of television, computer and outside LED, the spreading value of mobile APP's advertisements is still a mystery, which is especially the case for those advertisers. They are supposed to assess the spreading value of mobile APP under the Multi-Screen background. So, some deeper consideration should be brought with this seemingly technical evolution: what's the feature of the audience's behavior and habits on advertisements? Under this situation, what features will affect the APP advertising value? What's the weight of every influencing factor? How to set up a scientific evaluation model of APP advertising value have not been solved effectively.Based on above discussion, this paper explores the model evaluation of APP advertising value in Multi-Screens background. First, six first-level indicators and 24 second-level indicators, which can affect the APP advertising value, are got according to literature analysis and experts' suggestions and under the guidance of comprehensive, objective and significant principles. And the relative importance of every first and second-level of indicators is obtained through questionnaires. Then the author uses analytic hierarchy process to analyze those indicators systematically and quantitatively and quantifies the importance of different indicators according to nine-point scale, and the weight of every indicator can be concluded. Finally, we establish scoring mechanism for each indicators and propose the linear weighted value calculation function and thus successfully setting up the evaluation model of APP advertising value.