Analysis of Product Placement in Online Video
ABSTRACT: As a brand-new style, product placement has already been acquaintance by more and more people. We can find its shadow easily in TV show and movie. However, with the advance of Internet, we come into “WEB 2.0”, and interaction has been an important research projects in marketing of advertisement and communication. Product placement comes to find a new channel to advertise. With characteristic of open and convenience of Internet and characteristic of hidden of product placement, product placement in online video will get best effects. It is mainly ways that, for product placement in online video, holding an activity or making up own movie and programs. But video web site is a newer, and there are a lot of uncertain elements which leads it uncertain. According to this paper, we will analyze the mode of video web site and advantage and disadvantage to find the problems. We will analyze the achievement about Tudou.com and Youku.com, and we try to give some suggestions and plan to the future.
Key words: product placement; video online; video web site; tudou.com; youku.com
