This paper focuses on the impact of the interaction between the speed of video advertising presentation and different new product types on consumers' evaluation of new products and its mediation mechanism in the early stage of new product launch. The findings show that the interaction between the speed of video ad presentation (fast vs. slow) and the type of new product (disruptive vs. progressive) plays a significant role in consumers' evaluation of new products, with overall information perception and detailed information perception playing a mediating role. Specifically, fast-speed video advertisings can highlight the holistic information so that consumers can understand the benefits of new products better, and then enhance the evaluation of really new products. However, slow-speed video advertisings can enhance consumers' evaluation of incrementally new products by highlighting the detail information. This research is the enrichment and supplement of visual marketing and new product marketing communication theory. It also provides useful guidance for enterprises to carry out effective new product communication.