| 互联网视频贴片广告服务规范 |
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| 引用本文： | 苗权,王朔.互联网视频贴片广告服务规范[J].电信科学,2015,31(11):153-158. |
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| 作者姓名： | 苗权 王朔 |
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| 作者单位： | 1. 国家计算机网络应急技术处理协调中心 北京 100029;2. 中国互联网协会 北京 100009 |
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| 摘 要： | 互联网视频呈现出巨大的发展潜力，广告成为视频网站盈利的重要方式。然而，现有的国家相关法律法规对互联网视频广告服务无明确约束，特别是一些强制性贴片广告严重影响了用户体验，引发的纠纷和矛盾日益突出。从当前互联网行业发展的整体环境出发，阐述了视频网站商业模式发展对视频广告服务的影响，并对贴片广告的类型、时长与节目关联度等进行了统计分析，最后结合中国互联网协会的工作实践，提出了加强互联网视频贴片广告服务规范的原则和措施。
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| 关 键 词： | 互联网视频贴片广告 商业模式 用户体验 服务规范 |
Internet Video Pre-Movie Advertising Service Strategy |
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| Quan Miao,Shuo Wang.Internet Video Pre-Movie Advertising Service Strategy[J].Telecommunications Science,2015,31(11):153-158. |
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| Authors: | Quan Miao Shuo Wang |
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| Affiliation: | 1. National Computer Network Emergency Response Technical Team/Coordination Center,Beijing 100029,China;2. Internet Society of China,Beijing 100009,China |
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| Abstract: | Internet video has presented a huge development potential,which makes advertising the main way of profit.As no related laws and regulations exist in our country,the pre-movie advertisement affects user experience seriously,resulting in prominent disputes and contradictions.Therefore,internet video pre-movie advertising service strategy was developed.The business model for video site and its impact on advertising service,the advertising style,timing and relevance to program were analyzed,under the overall environment of internet development.Finally,executable solution was proposed. |
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| Keywords: | internet video pre-movie advertising business model user experience service strategy |
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