Research On The Influence Of Information Flow Advertising Form On Advertising Effect

In the era of information technology explosion,the Internet is becoming more and more popular.Compared to print ads and TV ads,advertisers are more willing to choose online advertising because of its more accurate positioning and more audience.News feed advertising is a dark horse in online advertising in recent years.At present,the number of Chinese netizens has reached 700 million,and the monthly active users of Sina Weibo exceed 300 million.For social platforms such as Sina Weibo,News feed advertising is its main profit channel.Sina Weibo launched the News feed advertising in 2013.After several years of development,News feed advertising has gradually become the main part of advertising revenue in the SNS social platform.In the second quarter of 2016,News feed advertising revenue accounted for 53%of Sina Weibo's total advertising revenue,and the percentage has increased.What kind of News feed advertising can attract users' attention?How to design News feed advertising scientifically?These problems have triggered people's thinking and exploration.In this study,eye movement experiments and questionnaires were combined to design two single-factor experiments.The experiment's independent variables are different forms of News feed advertising(Text and Pictures;Hyperlinks and Pictures;Text,Hyperlinks,and Pictures).This experiment sought more than 140 subjects from Nanjing Normal University,Nanjing University of Aeronautics and Astronautics,and Hohai University.The first experiment used eye-movement technology to explore the impact of News feed advertising forms on eye movements of participants.The second experiment explores the form of News feed advertising on the effectiveness of advertising through questionnaires.This study draws the following two conclusions:(1)News feed advertising in the form of hyperlinks and images is more effective than News feed advertising in the form of text and images and in the form of text,hyperlinks,and images.(2)The Hyperlink text of News feed advertising in the form of hyperlinks and images are more attractive to people.