Usually, the common forms of advertisements in videos are as follows:
Watermark advertisements always appear in 1 video.
This is the most common form of video advertising. Watermarks (advertisements) always appear in videos, but the user experience is not very good in this way.
2 Add start and end ads
As we said above, the first method of adding watermark is that there is always a watermark in the video, which affects the user experience.
Therefore, in order to better optimize the user experience, this method of adding watermark at the beginning and end of the film is gradually derived, that is, advertising is implanted at the beginning and end of the film.
These two video advertising methods are also the two most common forms of video advertising on the Internet.
Then share the following two forms of advertising, which can be said to kill the first two video advertisements. Let's take a look at the advantages of these two video advertisements.
3 Display the watermark advertisement in a certain segment of the video.
Embedding a watermark for a few seconds in the middle of the video can not only achieve the advertising effect, but also increase the user experience. At the same time, it can also improve the pass rate of system audit.
Generally, system audit is to select a time period in the video for audit, so it is impossible to check the whole video you uploaded. Therefore, it is easy to pass the system audit and improve the pass rate of video.
4 advertisements appear at intervals in the video.
This form of advertising is to put a watermark at a certain time interval, disappear after a few seconds, and then reappear.
A few minutes of video can probably be repeated three or four times.
This form of video advertising does not affect the user experience, but also can achieve good advertising effect. The approval rate is also high.
There are 5 video advertisements in the video.
This way is different from the above four kinds of watermark advertisements, and its advertising form is somewhat similar to the way of inserting advertisements in the middle of TV dramas.
I mentioned in my previous article that video advertising is the best among various forms of advertising such as pictures, texts and videos.
It can be seen that this way of inserting video advertisements into videos undoubtedly has the best advertising effect, and users can easily remember the advertising content you show. And this kind of video has the highest approval rate.
That's all for today's sharing. I will continue to share practical methods of starting a business from the media in future articles.
The more you share, the more you gain!
Baidu Wen Ku
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Classification and characteristics of advertisements * * * Enjoy the documents.
20 18-06-295 Wu Dian on page 4.36
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Classification and characteristics of advertisements
First, the classification and characteristics of mass media
television advertising
Classification of TV advertisements
1 TV general advertisement.
2 bidding board: the bidding time is short, usually 5 seconds or even shorter. Generally, there are only one or two pictures reflecting the corporate image and a slogan. However, because this kind of advertisement is of great help to improve the visibility and image of enterprises, it is favored by many industries. CCTV's annual "bidding for the king" has been the focus of major media reports for many years.
3 column title advertisement: some columns of TV station are named after enterprise name or product brand. Typical examples are Marlboro Sports and Zhengda Variety Show, and "This program is specially broadcast by XX enterprise" which often appears in some provincial and municipal TV stations also belongs to column title advertisements.
Direct advertising: this is a kind of advertising film, generally more than 2 minutes long, and the content is mostly the introduction and demonstration of product functions. The biggest difference from other TV advertisements is that this kind of advertisement usually shows the price of the product and always provides a sales hotline for people to order by phone.
Patch advertisement: This kind of advertisement is no different from ordinary advertisements on TV or billboards in content, but the difference lies in its broadcast time. The so-called patch is fixed in a TV series.
6 Subtitle advertisement: Some local TV stations, especially city and county TV stations, will play subtitles and product information at the bottom of the screen when broadcasting normal programs. Although this form is more likely to arouse people's disgust, it is forbidden. However, it is undeniable that such advertisements have certain effects, especially when playing promotional information.
Advantages:
(1) is vivid and vivid, which is suitable for corporate image advertising. This is the greatest advantage of TV.
(2) A wide audience. Men, women and children, consumers at all levels are exposed to TV, unlike newspapers and magazines, which have a specific readership.
(3) The market responds quickly. A large number of short broadcasts can raise the visibility of enterprises to a certain level in a few days.
(4) The family is deep. Television is viewed as a family, and family members can communicate with each other while watching TV. Television media is very effective for household consumer goods or products that require joint decision-making by family members.
Disadvantages:
(1) time is short, generally only 15 seconds to 30 seconds (except direct advertising and feature films), and some of them are shorter, which makes it difficult to convey more product information and is only suitable for image advertising.
(2) The production cost of advertising films is high. Therefore, an enterprise's advertisements on TV are often replaced once a year or even longer, which has poor adaptability.
(2) Newspaper advertisements
At present, there are two kinds of newspapers in China, comprehensive newspapers and professional newspapers.
Classification of newspaper advertisements:
(1) Ordinary newspaper advertisements:
The main forms of newspaper advertisements are divided into newspaper advertisements according to their location and layout size. Cross-page blue seam. Full page, small full page. Half version and other size forms.
(2) classified advertisements:
This kind of advertisement is suitable for small enterprises to publicize product information.
(3) Special columns:
This column appears in the form of joint organization of enterprises and newspapers. Sometimes, the content of the column is related to the operation of the enterprise, such as the post office and the newspaper office jointly organizing the column of "common sense of using mobile phones"; Sometimes, the purpose of jointly holding a column by enterprises is only to improve the visibility or corporate image, and the content of the column has nothing to do with the products of enterprises. For example, during the national football league, various newspapers often appear "×× enterprise A battle ranking".
Advantages:
(1) For most comprehensive daily or evening newspapers, the publishing cycle is short and the information is delivered in time. It is conducive to the release of some time-sensitive product advertisements, such as new product listing and promotional activities.
(2) Newspapers use words and pictures to convey information, with large information capacity and strong explanatory power, which has irreplaceable advantages in explaining product characteristics in detail.
(3) Professional newspapers have a relatively fixed readership, and their advertising targets are clear.
Disadvantages:
(1) has a short life cycle, generally only about 1 day.
(2) poor printing quality.
(3) There are some limitations at the reader level.
(3) Broadcast advertising
In recent years, with the popularity of automobiles and the transformation of radio programs, radio advertisements have flourished again and begun to be valued by enterprises.
Classification of radio advertisements:
(1) general broadcast advertisement
(2) Special topic column: It is jointly organized by enterprises and radio stations, and the content of the column is sometimes related to the operation of enterprises. For example, some hospitals and radio stations jointly organize "a hospital expert clinic"; Part of the content is related to enterprise management, and the purpose of enterprise joint column is only to improve visibility and corporate image. For example, some enterprises and radio stations jointly organize the column of "An enterprise's song-ordering station".
Advantages:
(1) spreads quickly, especially for those advertisements with strong timeliness requirements, such as some promotional advertisements.
(2) The production is convenient, and the advertising information can be adjusted and modified at any time according to the requirements of advertisers and different market conditions.
(3) There are many special columns in the nature of participatory columns, and consumers can participate in the program through the "hotline". It can play the role of TV. Newspapers. Interactive marketing effect that one-way communication media such as magazines can't achieve.
(4) Low advertising cost. Both the production cost and the broadcast cost are the lowest among the four major media.
Disadvantages:
(1) has a short life cycle. Information can't be kept, and it is fleeting.
(2) It conveys a single voice message, and each advertisement contains less information and lacks image.
magazine advertising
Mainly divided into two categories, one is a consumer magazine for the public; One is a professional magazine aimed at a specific class.
Magazine advertising classification:
(1) General magazine advertisement: The most important form of magazine advertisement can be divided into front cover, back cover, full-page inside page and half-page inside page according to the position and size of the page.
(2) Gift advertising: using packaging means to paste product samples in magazines. This form is relatively common in foreign countries, and some enterprises in China have only begun to try it in recent years.
Advantages:
(1) The target object is clear. Most magazines have their own specific readers, and advertisers can choose the corresponding magazines according to their target market.
(2) Long life cycle. Magazines have a long publishing cycle, which is conducive to repeated reading and tends to be preserved.
(3) Exquisite printing and strong attraction.
(4) More content and large capacity, which can accommodate more advertising information.
Disadvantages:
(1) has a long release cycle and poor timeliness.
(2) the impact is not wide. At present, except for a few magazines, the coverage of most magazines is not wide.
(5) Outdoor advertising
Outdoor media is the oldest advertising media, such as shop signs and flags, and it is a kind of outdoor media. At present, the main outdoor media are street signs, neon lights, vehicles, large-screen electronic displays, outdoor light boxes and so on.
Advantages:
(1) Outdoor media are long-term media, mostly in prosperous areas and areas with large population movements, and the arrival rate and exposure frequency of advertising information are relatively high.
(2) concise and lively, with a clear theme and a strong image, which can leave a deep impression on people at a glance.
Disadvantages:
Advertising information capacity is limited, only suitable for image advertising.
(6) point-of-sale advertising
Point-of-sale advertisement (P0P advertisement for short) is a form of advertisement set up in the sales place, such as posting, hanging in the store, window, light box in the store, model, hanging board, various products, etc.
Advantages:
(1) is conducive to creating a sales atmosphere, so that consumers can learn the most important sales information easily.
(2) When there are products of several enterprises in the store at the same time, a good POP can make the products of this enterprise stand out.
(3) excellent production. Unique POP can easily attract consumers' attention and arouse consumers' goodwill towards enterprises and products.
Disadvantages:
(1) has high design requirements. Poor POP not only has no effect, but also has negative effects.
There are more and more popular advertisements now, especially in shopping centers. Excessive Persistent organicpollutants greatly weaken the advertising effect of enterprises.
(7) Gift advertisement
Gift advertisements are for consumers. Some gifts given by dealers with product or enterprise information printed on them.
Classification of giveaway advertisements:
(1) Gifts for consumers: This kind of advertisement is aimed at consumers, with a large amount of one-time production but low cost.
(2) Gifts for dealers: There are two kinds according to the purpose. One is to give it to the relevant business personnel of dealers or the purchasing personnel of bulk equipment, with the main purpose of connecting feelings. Show the strength of the company. This kind of gifts are generally high-grade, and the quantity of one-time production is low, such as briefcases and calculators. Electronic dictionary, etc. The other is for dealers to show in stores. There are large and small advertisements for such gifts, such as ashtrays given to entertainment places by some tobacco companies. The menu rack is as big as the freezer that some beverage companies give to small shops.
Advantages:
(1) are mostly items with practical value or appreciation value, which can be preserved and used for a long time, so their life cycle is longer.
(2) strong attraction. Good advertising gifts will even achieve the purpose of consumers buying enterprise products as advertising gifts.
Disadvantages:
(1) The cost remains high. Even some low-value items, because the number of distribution can not be too small, the cost is also considerable.
(2) Advertising information capacity is limited, generally only indicating the name of the enterprise. Brand or some other simple information.
(8) Printing advertisements
Enterprises will print their own publicity content on a single page or bound printed matter, and achieve the purpose of advertising through the distribution of printed matter.
Advantages:
(1) is beautifully printed and contains a large amount of advertising information, which can fully introduce the product features.
(2) The distribution methods are flexible and diverse, and can be distributed by personnel, directly placed in the store for people to obtain, or mailed or attached.
Disadvantages:
(1) With more and more print advertisements, people turn a blind eye to them more and more, and the advertising effect is getting worse and worse;
(2) Personnel distribution and other major distribution methods are easy to arouse consumers' antipathy and even conflict with local city management regulations.