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由于各种新兴数字媒体的迅速崛起,传统媒体面临越来越严峻的挑战,互联网、手机等新兴媒体在分流受众的同时分流了大量广告主的广告投放预算。据中国工业和信息化部2013年2月份数据报告显示,中国手机用户9.97亿户,并且此数字正在以每星期增加300万的速度上升。移动互联网已经建立,手机成为一个重要的大众传播媒体。这样结合的优势在于打破时空限制,并且使得新闻传播更多地表现为个体性行为。因此,如何将广告在手机媒体上进行有力的投放,已成为一个亟待解决的重要课题。
Due to the rapid rise of various emerging digital media, the traditional media are facing more and more severe challenges. New media such as the Internet and mobile phones have diverted a large number of advertisers’ advertising budgets while diversifying their audiences. According to a data report released by China’s Ministry of Industry and Information Technology in February 2013, there were 997 million mobile phone users in China, and the number is increasing by 3 million per week. Mobile Internet has been established and mobile phones have become an important mass media. The advantage of such a combination lies in breaking the limitation of time and space and making the communication of news more individualistic. Therefore, how to effectively advertise the advertisement on the mobile phone media has become an important issue to be solved urgently.