从横屏到竖屏：新媒体时代视频广告的营销策略新探

From Landscape Screen to Portrait Screen: Exploring the Marketing Strategy of Video Advertising in the New Media Era

摘要: 在传统媒体时代，视频广告普遍采用横屏展示形式。然而，近年来，随着移动终端的普及，新媒体中的视频广告呈现出竖屏展现的新趋势。新媒体时代的视频广告具有互动性强、主体突出、叙事简单等特征。面对传播载体和传播环境的变化，新媒体时代的视频广告主要采用病毒营销、口碑营销、精准营销等新媒体营销方式。其中，企业通过病毒营销提升品牌知名度，口碑营销维系品牌忠诚度，精准营销提升消费者购买度。

Abstract: In the era of traditional media, video advertising generally adopts the form of landscape screen display. However, in recent years, with the popularity of mobile terminals, video advertisements in the field of new media show a new trend of vertical screen display. Video advertising in the era of new media has the characteristics of strong interactivity, a prominent subject and a simple narrative. In the face of the changes in communication carriers and the communication environment, video advertising in the new media era mainly adopts new media marketing methods such as virus marketing, word-of-mouth marketing and precision marketing. Among them, enterprises enhance brand awareness through viral marketing, word-of-mouth marketing maintains brand loyalty, and precision marketing improves consumers’ purchase degree.