Research On Advertising Products Innovation Of Video Site:from The Perspective Of Platforms

With the development of the internet,the oligopoly market of video websites consisting of iqiyi,Youku-Tudou,Tencent Video etc.was gradually formed after the competition and cooperation in the area.The video websites accelerated their paces of expansion on the self-made content,in order to seize the initiative in the negotiation of video copyrights,solve the lack of the quality content and change the profit model.However,the expansion resulted in the further deficit of video websites,which must be compensated by other profit channels.Therefore the advertising business still played a significant role for video websites.In this article the analysis will be started from the current problems of the advertising in video websites as well as the policy and technology backgrounds about the internet development.After that,measures for the innovation of advertising products will be raised from the perspective of the video websites.The following are several main issues for the management and development of advertising in video websites:high degree of the similarity of the advertising types in major video websites,advertisers from middle-end or low-end brands;vulgar and boring content marketing advertising coming with the self-made content;unhumanized advertising pushing services,too long duration of the pre-video advertising and low interaction leading to the dissatisfaction of users.According the current issues and the macro-background of advertising development,which means the implementation of the "Internet+" strategy and the profound development of the big data and precise advertising,innovation strategies of advertising products are raised in the article from three aspects:the advertising type,the advertising content and the advertising pushing.As for the advertising types,it should be innovated in video websites,for example interactive advertising,mobile terminal advertising and VR advertising.In respect of the advertising content,The video websites should obtain the initiative status in the advertising business by means of the product placement and content marketing advertising with the increasing quality and taste.At the same time,the big data technology should be utilized for acquiring the portrait of users and realizing the precise advertising.The humanized skip-advertising can be introduced as well in order to improve the user experience and satisfy the users better.Through the above three strategies,video websites can increase the quality of their advertisingproducts,as well as their profits from advertising.