Ad Effects - Media X Content

With the traffic bonus running out, there's still room for significant improvement in ad content!

Audiences are increasingly excluded from advertising, old-fashioned advertising content is difficult to impress consumers, it is difficult to bring sales results. China's marketing and advertising industry, is in a new and old alternate key node, consumer media habits and media exposure scene has undergone fundamental changes.

In order to solve this problem, "digital new thinking marketing ideas - adapt to changes in the audience, improve the advertising effect" held in the north and three places.Tan Beiting, founder and CEO of Digital New Ideas, brings you the discovery and insight of advertising intelligence optimization products.

Based on.Neuroscience research advertising intelligence optimization product Ada

Changes in the media environment in the new era have made advertising success more difficult:

• Distraction

• The length of the ad is shortened

• Increased consumer rights

• Communication scenarios are diverse

In the way to understand consumers, the traditional questionnaire research can not meet the needs of enterprises. In this environment, the optimization of advertising content requires both subjective and objective data analysis, as well as a sufficient sample audience, scientific creative evaluation of the target, but also the need for actionable implementation of the recommendations.

Ada, a new media advertising creative evaluation optimization program based on neuroscience, provides creative strategy support to enterprises from the three dimensions of the neurological evaluation system of advertising creativity, the cross-industry multi-scene advertising database, and the standardized replicable testing process.

And through Ada to provide comprehensive evaluation of advertising performance, frame-by-frame emotional curve, creative element analysis, data and qualitative depth of insight, scene-based scissors production, three-day fast mode and other services, will redefine the advertising intelligence optimization standards in the mobile Internet era, enhance business sales.

Based on the insights of intelligent products such as Ada developed by Digital New Idea, Digital New Idea continues to share the findings and perspectives of the three topics in the field of advertising marketing on the Marketing Insights Exchange.

First, video advertising, old forms of new challenges

In the age of the mobile Internet, users are distracted, which makes it difficult for the TV to lock the user's eyeballs. Audience ads are watching for shorter periods of time, which also presents new challenges for video ads.

Audience choice increased, other forms of advertising large-scale emergence, scene marketing needs, advertisers need to use data, industry cases to do more reference.

Casebank, a video advertising neuroscience research tool launched by Digital New Idea, brings together China's 500-plus video ads in recent years, including nine major industries and 31 major categories. The study found that the combination optimization of time, narrative rhythm, information quantity and so on makes the traditional marketing method of video advertising come into beinglife force.

For you to share "how to stand in the mobile Internet era of old and new?" How do you get into the consumer's mind in the change of video advertising? "The specific operation.

Second, in addition to video advertising, there are other forms of advertising suitable for branding

New media under the mobile Internet, such as news clients, WeChat circle of friends, short video APP, its open screen, information flow and H5 and other forms of advertising have a good multi-channel communication scene. However, due to the market measurement system, the new media has not been able to widely enter the advertiser's brand budget system.

In the digital new thinking marketing, based on the new media measurement of the eGRP concept for the first time, based on a large number of samples, through AI to calculate the way to productization, the introduction of eGRP will effectively solve the brand advertisers and new media exposure equivalent problems.

Third, how can brands be implanted to impress consumers?

Implanted advertising for the advertising industry has brought spring, more and more enterprises choose to implant advertising.

Gazelab, an implanted advertising measurement tool for digital new ideas, obtains high attention through the specific case analysis of 20 popular films, variety shows, 30 domestic and foreign well-known brands' implanted advertising: first, pleasant scenes, associated content;