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根据中国工信部发布的《2012年11月通信业运行状况》报告数据显示,截止2012年11月底,中国手机用户数量达到11.04亿。手机媒体从用户数量上已经超越所有传统媒体。以手机为载体的媒介,因其个性化、随身性、便携性的特征,预示着手机媒体时代的来临。在这个时代,手机用户既是广告主的潜在消费者,也是广告主的评论者与传播者,因为每一个手机用户都拥有向周边人群扩散的媒介渠道(手机)。依托手机为营销平台的无线广告必须优先考虑如何让手机用户对无线广告能包容、有好感、有动力去接收。要做到这些,无线广告的策划者必须想尽一切办法让手机用户许可接受广告、回馈手机用户诱人利益、向手机用户展示新颖内容。
According to the report released by China’s Ministry of Industry and Information Technology on the operational status of the communications industry in November 2012, as of the end of November 2012, the number of mobile phone users in China reached 1.104 billion. Mobile media has surpassed all traditional media from the number of users. Mobile phone as a carrier of media, because of its personality, portable, portable features, indicates the advent of mobile media era. In this era, cellphone users are both potential advertisers and advertisers’ commentators and communicators, as each cellphone user has a media channel (cellphone) that spreads to the surrounding population. Relying on the mobile phone marketing platform for wireless advertising must give priority to how mobile phone users can be tolerant of wireless advertising, a good impression, motivated to receive. To do this, planners of wireless advertising must do everything possible to allow mobile users to license ads, reward the attractive benefits of mobile users and showcase new content to mobile users.