JEL Classification：M37 M51 O53 Z10

1 Introduction

As China’s economy continues to develop，bandwidth for internet users increases as a result of network communication improvements and the construction of other infrastructures. By combining text，audio，images，and animation，online videos serve a detectable interactive and entertaining function，which has led to a substantial increase in videos in recent years. However，Internet media greatly differ from traditional media. For example，TVC （Television Commercial） is representative of the traditional video advertisement，which once marked the arrival of a new era of video advertisements. The experience and skill associated with traditional television commercial advertisement is still worth using for reference. However，in the context of media convergence，as an important means to increase profit，the effects of online video advertising need to be further optimized.

Based on a digital marketing background，the optimization of advertisement effects will be focused on as the research target. The 5W model （who，says what，in which channel，to whom，or with what effect） which corresponds with the classical theory of communication，will serve as the five dimensions to be applied to the strategy for advertising optimization. By reviewing related data and cases，research about the video patch advertising communication strategy will be performed based on a number of sources. The research is expected to provide useful information for advertising and the related theoretical study.

Section 2 reviews previous studies about online video advertisement methods. Section 3 describes optimizing strategy for the effectiveness of online video patch advertisement. Section 4 presents conclusions of this study.

2 Revie