Research On The Effect Of Creative Mid-roll Online Video Advertising

Relying on the development of Internet,online video advertising changes rapidly.From patch video advertising to mobile information flow advertising,the development of advertising forms is diversified.Whether it is to invite stars to show the products or to design interesting plots for advertisements,it is to achieve better advertising effect.In recent years,creative mid-roll advertising is a new kind of advertising.This kind of advertising invites actors to perform in the play,uses the scene layout of the play,and the design of the advertising plot is closely linked with the plot of the main film.After the advertisement was broadcast,it was loved by the audience.The application range is also very wide,from TV series to variety shows.Based on this background,this paper studies the influence factors of creative mid-roll advertising effect in online video advertising.On the basis of the existing research on advertising effect model and advertising effect measurement index,this study combines need for cognitive theory and elaboration likelihood theory to analyze different factors from the perspective of users,advertising effect and advertising itself,establishes a structural equation model,and puts forward research hypotheses according to the relationship between variables.The research chooses to measure the advertising effect from three aspects: advertising cognition,advertising attitude and purchase intention;From the perspective of advertising itself,it extracts the three characteristics of creativity,low interference and entertainment.The data were collected through questionnaires.It is found that users' cognitive needs have a significant positive impact on advertising cognition,advertising cognition has a positive impact on advertising attitude,and advertising attitude has a positive impact on users' purchase intention.At the same time,advertising characteristics have a positive impact on advertising attitude.It is also found that involvement has no moderating effect on the influence of advertising characteristics on advertising attitude in the context of high value products and low value products.The research results of this paper enrich the research of creative mid-roll advertising,and put forward some suggestions on the production and delivery of advertising,so as to provide relevant reference for the follow-up research.