Research On The Effect Of Short Video Advertising From The Perspective Of System Dynamics

With the rapid development of internet technology and the continuous increase in the number of mobile internet users,short video advertising in the local life service industry has become an important promotion method.However,there are currently some shortcomings in the research on short video advertising placement in the local life service industry,which are manifested in the lack of scientific basis for placement strategies and the difficulty in evaluating advertising effectiveness.These problems restrict the further development of short video advertising placement in the local life service industry and also affect the development of the local life service industry.This article first reviews the relevant literature on advertising creativity and evaluation indicators for advertising placement effectiveness,introducing relevant concepts and theoretical foundations.Secondly,an analysis was conducted on the current situation of local life short video advertising,with a focus on sorting out the advertising placement and conversion links in the local life service industry,and taking stock of its industry value.Combining the strong geographical location information and offline performance attributes of the local life service industry,and drawing on the analysis method of system dynamics,this article draws a short video advertising placement link diagram for the local life service industry.Finally,based on the system architecture theory and the Delphi expert survey method,this article provides an evaluation index system for the effectiveness of short video advertising in the local life service industry,and determines the weights through the Analytic Hierarchy Process.And select two representative vertical industries,namely restaurant catering and beauty industry,for empirical analysis of trial evaluation.Based on the analysis approach of system dynamics,this article determines the weight order of the four subsystems that affect the effectiveness of advertising.Among them,the intelligent advertising system has the highest weight,followed by the ecological environment system and intelligent monitoring system,and the intelligent creation system has the lowest weight.In actual advertising,it is important to focus on platform advertising strategies,optimize platform ecology,improve the accuracy of platform algorithm model estimation,and improve the content of short video advertising materials.Finally,targeted strategies and opinions are proposed from the perspectives of platform and business advertisers,providing scientific theoretical support for the short video advertising placement in the local life service industry.