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网络广告自一出现便开始了迅猛发展的过程,行业数据显示,广告主品牌非行销部分预算当中,互联网广告预算已经上升到所有媒体的第二名,占14%。传统媒体中,电视以60%排在第一,报纸9%,户外7%,杂志2%。但在十五年前,互联网的广告几乎是零,报纸广告投放占比23%,而今天已经发生了一个翻盘,将来随着网络在人们生活的深度融入,也势必将给媒体广告市场带来更大的颠覆。同时,这种颠覆的背后夹杂着网络广告自身的特性,并日渐形成了网络广告发展的趋势,即互动、精准、定向。未来,技术一定是网络广告公司核心竞争力之一,是网络广告公司不一定拥有技术,但是却一定是对技术纯熟而灵活的使用,比如说当下的搜索技术、社会化媒体管理技术、用户定向技术等等。只有熟稔技术之路,并将其灵活服务于自身的创新和创意方案之中,才能够在来日的网络广告的逐浪潮中让日渐精明的广告主一见倾心。
Online advertising has started a rapid development since its emergence. According to industry data, the advertising budget of advertisers has risen to second place among all media, accounting for 14% of the total advertisers’ non-marketing budget. In traditional media, television ranks first with 60%, newspapers 9%, outdoor 7% and magazines 2%. However, almost 15 years ago, the internet advertised almost zero, and newspaper ads accounted for 23% of the total. Today, there has been a turnaround. In the future, as the Internet is deeply integrated into people’s lives, it is bound to bring media advertising to the market Greater subversion. At the same time, this subversion is mixed with the characteristics of online advertising itself, and gradually formed the trend of the development of online advertising, that is, interactive, accurate and directional. In the future, technology must be one of the core competitiveness of online advertising companies. Internet advertising companies may not necessarily own the technology, but they must certainly be skillful and flexible to use. For example, current search technologies, social media management technologies, and user orientation Technology and more. Only familiar with the technology path, and its flexible service in their own innovation and creative programs among the wave of online advertising in the coming day to enable increasingly sophisticated advertisers at a glance.