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Online video platforms realize that increased user engagement increases advertising revenue. For this reason, the danmaku live chat function, which allows users to chat in real-time while watching videos, is developed. Based on Stimuli-Organisms-Response (SOR) theory, this study proposes a new approach-an effective user-targeted method for danmaku video advertising insertion strategy. Specifically, by using moment-to-moment danmaku data and listening to users' live comments, this study examines the influence of the feature variables of video advertisement groups on users' behavior and emotion. Empirical results show that the repeat times of platform advertisement, the exposure duration of a video advertisement group, the number of advertisements, and the number of brands impact users' danmaku behavior. The findings imply that enhanced content-based interactions contribute to video advertising success.
Keywords: Dynamic advertising insertion strategy; Online video; Danmaku comments; Sentiment analysis
ABSTRACT
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1. Introduction
The rapid development of network and streaming media technologies make online videos indispensable. Statistics from ComScore2 show that more than 187 million Americans watch over 48 billion online videos every month, and users willing to pay for online video services are also increasing. China has 75 million online video subscribers, and the online video market is growing at 241% a year-nine times faster than that in the USA3 . Motivated by enormous business opportunities, the video-advertising market is booming. The Global Digital Advertising Trends 2020 Report 4 indicates that online video advertising is the fastest-growing advertising format. Online video platforms understand that increased traffic, repeat visits, and user engagement eventually increases advertising revenue (Shon et al., 2021). To this end, a live commenting function called danmaku is introduced, which enables users to chat in realtime while viewing videos. It is a form of online social media and a means of enhancing the effectiveness of interactive advertisements. Danmaku is adopted by major online video platforms in China, such as iQIYI, Tencent Video, and Mango TV.
Figure 1 illustrates the basic format of danmaku and advertisements. In the danmaku video mode, users choose different headshots to represent themselves, as well as see and reply to the previous users' danmaku comments. Compared to traditional comments, danmaku is different in terms of real timing and emotional expression. Table 1 lists danmaku's specific features. Danmaku is...