Research On Advertising Communication Of Network Video Platform Based On Product Operation Of Episodes

As a communication medium,the online video platform bears the expectation of meeting the public's audio-visual entertainment.There have been emerging researches on online video platforms,and the topic of advertising communication has been actively discussed in the industry.This paper mainly adopts the literature analysis method and case study to analyze the current situation of advertising communication on network video platforms based on the operation mode of drama products.First of all,this paper will sort out and introduce the development process of the network video platform.The network video platform has gradually changed from drama carrier to content producer,presenting a strong channel advantage;The advertising environment of drama products in traditional TV media is quite limited,and the new video platform is undoubtedly an important choice for advertisers.Both the video platform,the film and television producers,and the advertising brand parties should pay attention to the advertising communication environment when the drama products are operated here,so as to optimize the advertising communication effect.Secondly,this paper summarizes the advantages and characteristics of online video platforms in advertising communication of drama products.Through analysis,it is found that the current network video platform has a good advertising environment,and the network video platform provides a wide range of benefits,including centralized coverage,free choice,and fine marketing advertising communication combined with the operational characteristics of drama products.According to the comprehensive factors such as current popularity and drama theme,this paper selects a network drama and a satellite TV drama from Tencent Video and Youku Video respectively in the same broadcast period and records the number and type of advertising products,advertising duration,and frequency,advertising form and position of the two dramas during their broadcast on the online video platform.Summarize the advertising communication style based on drama products in network video platforms.Then,this paper analyzes the shortcomings of China's online video platform advertising communication and its causes.At present,China's network video industry operating defects,which greatly damaged their own advertising communication environment.Drama product resources were illegally leaked,resulting in an advertising dissemination effect at a discount.Strong advertisement placement and interrupted interruptions in drama products all greatly affect audiences' viewing experience.The unreasonable charging method damages the user's goodwill towards the platform.Finally,this paper proposes a reasonable improvement solution from the perspective of the network video platform itself and the network video industry in view of the problems mentioned above.Improve advertising operation mode,make advertising products more effective delivery,enhance their own commercial value;Combat violations within the industry and jointly protect the industry environment.