Research On Influencing Factors Of The Effect Of Pressed Advertisement In Video Context

The dramatic increase in the number of netizens and the expansion of the video industry have made online video a new blue ocean for advertising.Video-based domestic ad placement has provided more possibilities for brand marketing and has opened up new business models.Advertisers have brought exposure and a large amount of traffic.In this article,we have selected a new type of advertising,which is video ads within the territory of advertising,as the research object,and based on the analysis of the data,the advertising effect of video ads within the territory of the ads.Conduct empirical research to analyze the factors that influence the effectiveness of video ads in the territory of advertising.As it is a type of implantable advertising,the author first sorts out the research status of implantable advertising in the literature review section,then sorts out the current research status of advertising effectiveness,and finally determines that the consumer innovation is extracted.Sex,brand familiarity,content fit,ad element preference,implant prominence,and consumer perception intrusion.The three indicators of attitude and purchase intention are used as measurement dimensions of advertising effectiveness.Then,according to the existing research results,research hypotheses and research models were proposed.Then,relevant data were collected through questionnaire surveys,and the data was analyzed and regression analyzed by SPSS 23.0.The research shows that the three variables of consumer innovation,brand familiarity,content fit and preference have a significant impact on the effect of video ads on intra-site ad placement.At the same time,consumer perception of intrusion has a significant negative effect on the effectiveness of video ad placement in the territory,and the significant degree of implantation has no significant effect on the advertising effectiveness.Finally,based on the results of the research,the author gives targeted suggestions on how to improve the effectiveness of advertisements in video advertisements.