新媒体时代广告传播模式嬗变及未来展望
Evolution and Prospects of Advertising Communication Models in the New Media Era
梁骥1
作者信息
- 1. 宁波幼儿师范高等专科学校 新媒体产教研融合中心,浙江 宁波 315336
- 折叠
摘要
新媒体时代广告传播迎来了大变局,随之而来的是广告平台营销模式的变革.传统媒体广告的收入逐步下滑,而移动互联网新媒体成为主流,品牌方也开始寻求个性化广告投放效果.在这种背景下,广告平台营销模式的变革是不可避免的.通过分析广告传播发展的新趋势,包括消费者需求的变化、科技的迅速发展以及市场环境的复杂性上升等方面,可以发现未来广告将往更加智能化、互动化、跨界化的方向发展,这也是广告传播必须追求的方向.
Abstract
The advertising industry is facing a major upheaval in the era of new media,along with a revolution in advertising platform marketing.The revenue of traditional media advertising is gradually declining,while mobile internet new media has become mainstream,and brand owners are also seeking personalized advertising placement effects.In this context,the transformation of the advertising platform marketing model is inevitable.By analyzing the new trends in the development of the advertising industry,including changes in consumer demand,rapid technological development,and increasing complexity of the market environment,it can be found that advertising will develop towards more intelligent,interactive,and cross-border directions in the future,which is also the direction that the advertising industry must pursue.
关键词
新媒体/广告传播/Z世代/精众人群/元宇宙Key words
new media/advertising communication/generation Z/precise target audience/metaverse引用本文复制引用
出版年
2024
NETL
NSTL
万方数据