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最近5年内,数字科技的快速发展给整个传播行业带来了不小的变革。对于广告,媒体代理公司的服务跟创意公司都开始往内容、技术、活动甚至公关的方向延伸和整合。根据美国的研究数据,到2017年网络上的流量有70%将来自于视频的内容,有83%的网络广告购买方式不再是像我们现在所熟悉的这个方式,买媒体不再是买时间、买时段,而是买观众。这在观念上是很大的突破,未来广告创意作品推送的概念是用技术在对的时间和对的地点让对的消费者看到适合的广告,之后还可以根据数据进行追踪再定位。这已经完全改变了未来为客户提供服务的方式。在国内,今年通过手机上网的人数已经超过了用电脑上网的人数,消费者已基本实现了无时空限制地进行各种无线网络行为,这是冲击
In the recent five years, the rapid development of digital technology has brought a lot of changes to the entire communication industry. For advertising, media agency services and creative companies are beginning to extend and integrate content, technology, events and even PR. According to research data from the United States, 70% of the traffic on the web will come from video content by 2017, 83% of online advertising is no longer the way we are now familiar with, and buying media is no longer buying time Buy time, but buy the audience. This concept is a big breakthrough, the concept of advertising creative works in the future push the concept of technology at the right time and place to let the right consumers see the right ads, then you can track and re-positioning based on the data. This has completely changed the way for future customer service. In China, the number of people accessing the Internet through mobile phones this year has surpassed the number of people accessing the Internet with computers. Consumers have basically realized various wireless network behaviors without time and space constraints. This is an impact