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今天,由于社会结构分化以及受众碎片化阅读的趋势,企业正面临越来越复杂的媒体环境,传统营销广告效果的测量体系正在失效。如果无法掌握网民兴趣、行为时间、区域、媒体属性等因素,互联网广告就很难做到精准投放。特别是在当下泛网络、泛数据化的时代中,无论是电视屏、电脑屏、手机屏,传统媒体或新媒体,它们之间并不是“零和游戏”的关系,媒体融合才是大势所趋。在这个生态圈中,每个媒体都有其自身独特的优势,每个媒体也都可以借助其他媒体,进行广告互动等方面的延伸。
Today, due to the fragmentation of social structure and fragmented reading by the audience, enterprises are facing more and more complex media environments, and the measurement system of the effect of traditional marketing advertising is losing its effectiveness. If you can not grasp the interests of Internet users, behavior time, regional, media attributes and other factors, Internet advertising is difficult to achieve precise delivery. Especially in the era of pan-Internet and pan-dataization, whether it is a TV screen, a computer screen, a mobile phone screen, a traditional media or a new media, the relationship between them is not “zero-sum game,” and media convergence is The trend of the times. In this ecosystem, each media has its own unique advantages, each media can also use other media, advertising and other aspects of the extension.