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以互联网为代表的新媒体的快速发展催生了不少广告创作的新形式。尤其是在微博大行其道的当今,不少适应微博平台传播的广告应运而生,其中以“有奖转发”为代表的新型广告正以其良好的交互性和显著的即时性冲击着传统广告形式。本文探讨新媒体背景下,微博广告的特性、现阶段存在的问题以及相关应对措施。
The rapid development of new media represented by the Internet has given birth to many new forms of advertisement creation. Especially in today’s microblogging popular, many adapt to the spread of advertising microblogging platform came into being, in which “Reward forwarded ” as the new ad is represented by its good interactive and significant impact on the real-time Traditional forms of advertising. This article explores the characteristics of Weibo ads, the problems existing at the current stage and the corresponding countermeasures under the background of new media.