The "change" and "unchanged" of digital advertising
According to Internet survey data, network video users reached 570 million, and mobile users accounted for nearly 80% of the age mainly concentrated in the post-90s, 00, and with the development of technology, AI, big data, artificial intelligence into the public eye, become the technology products of the times, at the same time.Also to the relatively traditional advertising industry has brought a lot of impact, from traditional advertising into the digital advertising advertising industry, in the face of the impact of new technology, how to deal with it?
First of all, under the impact of new technology, as the advertising industry, advancing with the times is essential, after all, if you are doing with the tide, then you will be like the sea waves, quickly submerged in the tide, change, it becomes the choice of the advertising industry, but for the advertising industry, if the market changes and become completely different, then the use of bad circumstances to accelerate the decline, so, for the advertising industry, there is no change.
What remains unchanged is the "nature" of the advertising industry.
Bill Bernbach, founder of DDB Advertising, widely regarded as a world-class advertising guru, once said that advertising "is essentially persuasion, which happens to be not a science, but an art".For the advertising industry, even if the ultimate goal is to sell products, to achieve publicity purposes, but the presentation form should be "beautiful", rather than simply for sales and hard sales, but at the same time, only focus on "beauty" and out of the "persuasion" of the essence of advertising is also a big taboo.
Second, despite technological advances to achieve previously unthredited results, never lose sight of the effectiveness of communication that provides user information, and he will always be a measure of whether an ad is working or not.
What has changed is the way of thinking, content delivery and interactivity of advertising.
Digital marketing in the development of the times, has gone from "optional" to "must-have", and the most important form of video advertising, from the media to the form are in a rapid iteration, new, unchanged will be eliminated, this is why digital advertising is afraid of change.
And for digital advertising, digital advertising and video content how to match, video sites should be based on the content to serve video ads?How can I tell if the ad can be combined with a video content scene?Second, how to achieve high visibility of video advertising, and user interaction is strong?These problems follow.
1, advertising marketing way of thinking to change
In the past, traditional advertisers are also keen on a single platform for delivery, digital advertising came out, and with the development of artificial intelligence, advertising people's thinking in addition to traditional advertising thinking, but also need to have Internet thinking, how to effectively combine advertising marketing and Internet marketing, for example, think of advertising, you are no longer aimless delivery, but according to the development trend of the Internet, the use of big data, data integration, accurate delivery, enhance the user's experience.
2, the content to be interesting
Now, people are spending more and more time on the mobile side, but at the same time, the requirements for advertising are getting more and more stringent.You will find an interesting phenomenon is that any video software will have ads, and users mostly choose to open members skip ads, and a professional data shows that people most want ads is 6 seconds, therefore, for digital advertising, increased interactivity, let users actively watch ads, and even interaction with ads is the fundamental solution to these problems, imagine, if your content is not interesting enough to attract people, that fragmented time, users naturally do not want to waste a minute more.
And how video content can be fun, it's all about new technologies, like AI,Give the robot thinking, video uploaded to the machine can be identified by identification analysis can identify stars, objects, brands, mobile phones, scenes and so on, according to algorithmic engineering, automatically filter out the most interesting points of interest to users, and then transmitted to the core components and video applications, these points for commercialization, and finally advertising.
3, the ability of advertising creativity to expand
Traditional advertising ideas, generally in the ability to highlight product characteristics, but you have not found that in mobile phones, computers and other advertising platforms, the role of technology in creativity is becoming increasingly prominent.For example, Alipay uses games to keep you red-packed, and users accept Alipay ads while playing games at the same time.In contrast to the era of intelligence, more ideas can be fully achieved with the help of technology, but it is important to note that technology complements creativity, more to observe the user's usage habits to carry out feasible operations, rather than any creative technology to implement.
In short, when artificial intelligence encounters digital advertising, the result must be a spark.Whether in the way of thinking, or content operation, the two are inextricably linked, and the future of digital advertising, need to deeply understand the "change" and "unchanged" between the interdependence, interaction and interaction of the occurrence of the system, in the "change" and "unchanged", constantly adjust to find the most suitable way for development.
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