Abstract:  A recently developed online televisionadvertising formats display a banner ad whenever a viewer watches a streamingvideo program. This study interviewed 30 users from the perspective of consumers brand attitude and find out the impact of brand recognition, location and content of advertisement, advertisement attitude and brand attitude on the effectiveness of this type of advertisements. The results demonstrate that the length and frequency of advertising exposure should be controlled; the characteristics of online media should be taken into consideration in the process of producing online TV advertising, so as to form a synergistic effect between online and offline media.

Key words: online televisionadvertising, the advertising attitudes