关键词: 网络视频, 弹幕视频广告, 传播模式, 广告价值

Abstract: Bullet screen advertising is a new type of advertising communication Based on the description of its developmental progress and characteristics, the communication process of bullet screen advertising is analyzed through information communication dissemination, and it is pointed out that there is an advertising information recycling and interactive mode that is dominated by advertisers and deeply participated in by audience The growth potential and the current difficulties of bullet screen advertising are demonstrated and some suggestions are proposed

Key words: online video, bullet screen advertisement, communication mode, advertising value