Optimization Of Delay Enhancement Design In Baidu In-stream Video Advertising

This article came from Baidu in-stream video advertising project that the author was responsible for,during the internship at the Baidu Commercial User Experience Department from June 2020,and include a summary of principles,targeted optimization and interactive innovation.In order to adapt to the transition of user browsing habits and advertising materials to instant music video with strong fragmentation,high immersion and high conversion,Baidu Commercial User Experience Department started a video project in early 2020,which completed the basic construction of Baidu in-stream video advertising platform.However,due to the fading of user growth dividend and the homogenization caused by pan-content,the difference between market product is not obvious,Baidu in-stream video advertising urgently needs to seek opportunities for optimization and innovation to establish differentiated competitive advantages.The author joined the team at this moment with the specific goal in mind.Firstly,by consolidating out the conclusions of previous experiments and combining with consumer decision-making theory research,author summarized the "delay enhancement" design principles of in-stream video advertising,and established basic cognition and team consensus."Delay enhancement" refers to initially delayed display,with the goal of concealing the intention of advertising at first,thereby reducing user resistance,and then progressively enhancing in the later stages via supplementing with additional information,thereby continuously guiding conversion behavior.It includes the presentation timing,style and interaction of the advertising conversion component,and integrates all the designable factors of the advertising position.Secondly,based on these,through the demands of each role in advertising and marketing,the author clarifies the experience pain points and innovation trends.Then,through an in-depth analysis of competing products and interactive forms,study of user preference,and characteristics of Baidu scenes,the author determines the product direction: use refined,diversified,personalized,and interesting designs to optimize and innovate the basic process and interactive form of delay enhancement,in order to weaken the resistance to advertising,enhance user interest,thereby improving user experience,advertising effect and commercial revenue.Finally,according to the product direction,the author deduces the design strategy,and gradually refine and produce the complete design: first part,targeted optimization,including interactive optimization for scene needs,delayed enhancement applications in landscape mode,and dynamic matching of presentation timing and styles in delayed enhancement;second part interactive innovation,including preposition of interaction in landing page,guidance of collective voting,and the inducement of activity atmosphere.At the same time,in order to better display the design,the twodimensional code is attached to the figure to be able to scan and experience.And through the user experience test,the author verifies the achievement of the design purpose,and propose the optimization solutions for the discovered problems.The project not only combines the three-party appeals of commercial revenue,advertising effect,and user experience at the design level,it also carries out targeted optimization and propose different forms of advertising interaction to improve user experience and advertising effects while helping to establish Baidu's differentiated competitive advantage in in-stream video advertising.It also summarizes and extends the "delay enhancement" design principles,provides directional guidance for its application and innovation in different scenarios and needs,and fills the research gap of design in the field of in-stream video advertising.At present,the targeted optimization part has been fully launched,and the interactive innovation part has been scheduled and will be gradually launched.