| The original patch advertising is a new advertising form which emerging at present,based on the network video platform mainly,is an original small theater-style video ad that is rooted in the plot of the play.by original web series as object.The original patch advertising is characterized by their novel forms,high degree of fit with the plot,and strong entertainment features.It is widely followed and discussed by the broad audience after launch.And it was also received by advertisers at the same time.It not only provides better advertising formats for video advertising platforms,but also allows advertisers,consumers and advertising platforms to achieve a certain degree of harmony.Its usage and exposure in the market are also gradually increasing,and the price is rising,too.The academic field and industry field hold different idea on the development of it.Based on the current situation,this article starts with a study of original series on the Internet to introduce and develop the concept of original patch advertising,using advertising effectiveness theory and integrated marketing communication theory.Through eye tracking experiments and questionnaire survey methods,relying on SPSS as analysis software,adopting a variety of analytical statistics methods,in order to analyze and explore the effect of the original visual advertisement on the visual attention of the audience and the psychological effect of the original poster advertisement.At the same time,the data of original patch ads is compared with the data of traditional patch ads in order to explore the actual effects of original patch ads more clearly.The results of the research prove that the original patch advertisement can attract the attention of the audience more visually.The higher the visual attention is,the higher the memory is.However,the correlation between the two is not causal.At the same time,through the analysis of 364 valid questionnaires,original patch advertisement is superior to traditional patch advertisement in terms of degree of attraction,level of impression,level of understanding,preference,trust,purchase intention,and purchasing action,but problems on the aspects of communication effectiveness and the trust of people still exist.This article also attempts to find various problems in the current original patch advertising in various cases of data analysis and the current market and explore the possible development direction of future original patch ads.Original patchadvertisement is the emerging product of fierce competition in video network platforms and the rapid development of online home-made dramas.The emergence of this form of advertising provides a new and mutually beneficial new model for the current video advertising market.However,it is still necessary to amend and support during this new development process,strengthen industry supervision,improve the business mode,and promote its healthy development. |
PDF Full Text Request