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凭借个性化、便携性和交互性等天然优势,移动媒体受到了越来越多广告主的关注。本文从手机互动广告的定义出发,分析其相较于传统互动广告及网络互动广告的更高效的信息反馈渠道、更突出的跨媒介互动能力、更个性的定向传播等优势,剖析了当前手机互动广告内容缺乏新意、互动形式单一等问题,探讨了手机互动广告在广告创意表现、媒体投放、效果评估等方面的传播策略,以期推动手机互动广告能够向着良性方向发展。
With the natural advantages of personalization, portability and interactivity, mobile media has drawn the attention of more and more advertisers. Based on the definition of mobile interactive advertising, this article analyzes its advantages of more efficient information feedback channels, more prominent cross-media interactive ability and more personalized directional communication compared with traditional interactive advertising and online interactive advertising, and analyzes the current mobile interactive Advertising content lack of new ideas, interactive forms of single issues such as the discussion of mobile advertising in advertising creative performance, media delivery, effectiveness evaluation and other aspects of the communication strategy in order to promote mobile interactive advertising to the healthy direction.