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Advertising forms under digital technology

2019-09-27 来源: 51Due教员组 类别: Essay范文

下面为大家整理一篇优秀的essay代写范文- Advertising forms under digital technology,供大家参考学习,这篇论文讨论了数字技术下的广告形式。面对数字化浪潮,广告行业在不断地进行行业转型、行业结构和广告创新的调整,数字技术的到来,将许多传统广告产业的构成要素代替,同时也使新的广告形式为广告产业的创新服务。随着数字技术的发展,新技术、新元素的加入使得户外广告焕发生机。另外,广告营销借助于新的技术进行创新营销,同时将线上活动和线下体验结合起来,弥补单一传播模式的不足,将广告信息更加完整地传达给消费者,以达到广告营销的目的。

Faced with the tide of digitalization, the advertising industry is constantly undergoing industry transformation, industry structure and adjustment of advertising innovation. With the advent of digital technology, many elements of traditional advertising industry will be replaced, and new advertising forms will also serve the innovation of advertising industry.

With the development of digital technology, information communication channels are increasingly diverse and rich, and the advertising market is undergoing a huge industry adjustment. Nowadays, the traditional advertising media in the whole industry is further smaller than the industry, online online advertising has gradually become the main part of the advertising market. According to CTR data, after the rapid development of network technology, throughout the whole Chinese advertising market, the development momentum is slowly rising. The rapid development of new media has broken the mainstream status of traditional media, making advertising marketing more and more rich. With the rise of the power of the new era, the advertising market has undergone great changes, and advertisers no longer adhere to the traditional mainstream

In the upgrading and transformation of the advertising market, the information communication media keeps increasing, and the user's thinking leads to changes in the structure of media, from the three pillars of newspaper, radio and television to the new three pillars of traditional media, mobile Internet and life circle media.

In the choice of media, it is no longer a single use of one media for advertising, but according to the advertising content, product positioning and other factors, select multiple media forms for multiple interactive synchronous advertising. Nowadays, clusters of community groups have emerged, audience stratification is more obvious, different forms of media have different consumer groups. Advertisers according to their own product audience group, consumer habits and advertising objectives for selective media channels.

Digital media companies in the internal construction, but also through the acquisition of other companies to increase market share. For example, alibaba and tencent are planning to jointly buy 20% of the Chinese business of WPP, the world's largest advertising communication group. In recent years, alibaba invested in acquiring youku and Letv TV pictures, which expanded its share of the advertising market. In today's digital era, advertising media should focus on creating their own characteristics, based on the scale of coverage advantage, from the brand channel, the depth of communication, communication quality and other aspects to improve their ability, advertising media should use new media technology to constantly improve the picture quality to achieve better advertising quality.

OTT refers to providing services to users through the Internet. OTT is an emerging advertising carrier, which is increasingly accepted by users and valued by advertisers. According to CTR data, the amount of Internet access via TV has exceeded 20%. In the current industry situation, advertisers also pay attention to OTT advertising.

The most commonly accepted definition of native advertising is that it is delivered on a single platform for a fee. For example, in the WeChat subscription number, many advertisers choose the public account we media with a large number of fans and in line with their own audience groups to cooperate. We media will embed advertisements in the articles, which is native advertising. In recent years, the original advertisement becomes more and more popular for advertisers, native advertising is based on the continuous development of the Internet and social networking platform, the results of advertising to innovate, native advertising embedded information perfectly, make consumers feel advertising, reduced the level of user antipathy towards advertising also makes the characteristics of the advertising products, and even win the trust of consumers. Social circle advertising is a form of native advertising derived from social network. However, social circle advertising is mainly based on the strong relationship of "acquaintances and social contacts", with excellent effect. However, there are many problems in the authenticity of product content and data privacy.

With the continuous improvement of the functions of mobile devices, wearable devices, AR, VR and other technologies have emerged. Advertising marketing carries out innovative marketing with the help of new technology, and combines online activities with offline experience to make up for the deficiency of a single communication mode and convey advertising information to consumers more completely, so as to achieve the purpose of advertising marketing. Scene advertising is good at using the advantages of scene and situation to realize the deep situation control of personal desire, so as to establish the emotional connection among advertisers, users and media. For example, netease cloud music opened a music theme hotel in chengdu, and made an H5 advertisement online from the first perspective. When consumers opened this advertisement, they could cross the geographical and time limitations, just like entering this music theme hotel in person. This is a trend of innovation in advertising forms, but immersive advertising still needs to be optimized in terms of interaction.

Outdoor advertising has appeared in the era of traditional media, but with the development of digital technology, new technology and new elements make outdoor advertising revitalizing again. China media advertising market has now formed a TV media, the Internet media and life pattern of the three major groups of media, television media, represented by the provincial satellite TV, Internet, represented by BATB life circle is represented by the focus media and bus online, along with the wave of digital media, processing poster type media form the framework of fixed, transformed into digital media, outdoor advertising, so as to better use of big data resources, realize the accurate delivery, eventually to promote the development of building elevator between digital media, achieve better development with customers.

The continuous development of digital technology makes everyone become independent and visible data. Data is like the gold of the new era. For the development of advertising, the significance of big data development does not lie in the data itself. The key lies in finding data value through data mining and analysis and ultimately creating value. We need to analyze large amounts of data statistics, based on large data and algorithm, the user is accurately targeted, through data analysis to understand user needs and user habits, such as their can enhance advertising communication effect, but should pay attention to is about where the boundaries of user privacy, we also need to match the age related policy specification.

At present, there are 751 million Internet users in China, and Internet life has become an important part of our life. With the continuous development of mobile devices, wearable devices and other digital technologies, advertising can break the limitations of traditional media advertising communication, and mobile and interactive advertising has become the main mode of communication. Through digital technology, advertising information is creatively integrated into all aspects of users' lives, and mobile and interactive advertising pays more attention to user experience and emotional resonance.

Technology enables The Times to develop and the industry to innovate. The advertising industry also needs the blessing of digital technology, insight into users' habits and habits, follow consumers, and achieve communication with consumers on the spiritual level, in order to follow the trend and trend of The Times.

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