This paper analyzes the new characteristics of new media advertising compared with traditional media advertising, and expounds the marketing model of new media advertising.
Keywords New Media Advertising Fifth Media
New media does not refer to a specific style or genre, but an open system that is constantly developing. It is generally believed? New media? It refers to the new forms, new technologies and new concepts that appear under the existing and relatively mature traditional conditions and environment, such as digital magazines, digital newspapers, digital broadcasting, electronic cookbooks, mobile media, IPTV (Interactive Network TV), mobile TV and online blogs. Compared with newspapers, radio, television and internet, new media is vividly called? Fifth media? Also known as? Mobile media? Or? Mobile network media? .
New media advertising is a specific advertising form under the new media communication mode. The rise of new media advertising has impacted the advertising environment of traditional media and brought earth-shaking changes to the communication and marketing of traditional advertising. The form, content and presentation of advertisements are also very different from the past.
First, the new features of new media advertising
1, subverting the limitation of time and space.
Traditional media advertising means that you can know what you know and when you know it. The birth of new media advertising has broken through the limitations of traditional media in terms of location, layout and time, and has the advantages of rapidity and timeliness that other media can't match, expanding the scope of communication and realizing openness and borderlessness to the maximum extent. No matter what level of websites or even personal blogs the audience logs in, as long as there is a network, they can quickly post information to the Internet anywhere in the world, truly realizing a comprehensive and thorough borderless and geographical restriction.
2. Diversification and interactivity of services
New media advertisements bear almost all kinds of forms that traditional media advertisements can bear, such as words, pictures, audio, video and so on. With its completely personalized information service, it can reach countless people at the same time, completely subvert the single communication mode of traditional media, and realize the two-way and multi-directional dissemination of information. There is a close relationship between the disseminator and the receiver of new media advertisements, and the audience can participate in the process of information dissemination to the maximum extent and become a part of the media. For example, in mobile newspapers, magazines, mobile phone Weibo, QR codes and other applications. , the user is there? Consumption? At the same time, browsing, watching and other contents can also interact with these contents, such as participating in activities, evaluating contents, and further clicking and forwarding. , improved the initiative of the audience, greatly stimulated the interest of consumers, and the communication efficiency increased geometrically.
Second, the new media advertising marketing model
1、? Terminal promotion? It is the main marketing method of new media advertising.
Compared with the traditional model, the audience is required to contact the fixed content at a fixed time, but what is the contact way between the new media and the audience? Every hour, all day? The audience is not limited by time and space. As long as the target audience appears in a media terminal, advertisements will be automatically placed in front of them. After the audience gets the corresponding content, they can share the content information anytime and anywhere, that is, the marketing method of new media relies on the extensiveness of the audience in the new media, releasing information in depth and allowing the audience to participate in specific marketing activities.
According to the latest advertiser research survey of CTR Media Intelligence, after 20 12 years, terminal promotion? It is becoming an irreversible trend in China's advertising industry, which means that the spread of advertising content is no longer limited by the form of media, and the audience can obtain the content of a certain media from any terminal device. At this point, the relationship between media and terminals is no longer one-to-one. At present, the media has turned to terminal development in various ways, and the superior content between media can be transmitted to each other, such as program output and interaction between network and radio and television stations, and content cooperation between print media and network media. For example, TV programs are no longer exclusive to traditional TV media, and IPTV and video websites also occupy a space of TV; At the same time, the media began to transplant new ways to interact effectively with the audience, such as YOHO! In terms of spot, this website, which is located in the online trend mall, has its catalogue in each issue of YOHO trend magazine, recommending the current YOHO to readers! There are the most suitable and distinctive products, and readers can directly enter the product details page to place an order by scanning the QR code. What is the biggest novelty that this move brings to consumers? Sharing interaction? It enables users to rise from ordinary offline experience to online communication channels. Therefore, advertising marketing must be multi-terminal integration, the form or creativity of advertising should be suitable for multi-terminal communication, and the audience's scattered attention should be concentrated on the unified marketing core.
2. Are new media advertisements highly concerned? Emotional marketing?
Based on the change of communication mode, the subject of marketing in the new media era has shifted, and the marketing method of advertising will pay more attention to emotional arrival, that is? Emotional marketing? . What is emotional marketing like? Water? Similarly, seemingly weak, but everywhere, invincible. In order to spread the group among the divided audience, we must first meet the emotional needs of consumers and provide them with products and services that are more in line with their psychological needs, so as to effectively impress consumers.
Let the audience participate in the whole process of media communication, or even become? The protagonist in the activity? This means that, compared with the traditional mode, the advertising creativity in new media marketing is not only the packaging and beautification of related communication information, but also the consideration of strategic big creativity from the macro and overall level, the application of creativity in the integrated marketing operation of commercial information on the new media platform, the integration and rational use of various visual elements, and the stimulation of the audience's interest in participation, thus triggering the viral spread of the audience. Among them, attention, communication power, transformation power and other factors jointly determine the scope and depth of communication. For example, the current e-magazine advertisements are timely, readable and interactive, and are not limited by region and time. On the basis of satisfying the audience's cognitive needs, it is incomparable to traditional print media in reading experience and visual enjoyment. The content information of the magazine is also more concentrated and concise, supplemented by dynamic effects and close-to-real sound effects, which greatly enhances the audience's personal experience of the real thing.
Third, the conclusion
The development momentum of new media is unstoppable, and its appearance has greatly changed the communication mode and media form of advertisements. What is more striking is that the interactivity of new media has stimulated the interactivity of all traditional media, and almost all traditional media can create new communication value by using the platform of new media. Today, which is more and more closely related to people's behavior, advertisers can adapt to the characteristics of the times, make better use of new media, make advertising more accurate and effective, and make it play a greater communication benefit.
References:
[1]CTR Media Intelligence. The Eve of China's Advertising Market Reform [J]. Market Research, 20 12, (3).
[2] Jin Yafen. There are three major trends in advertising marketing in China [N]. China press and publication, 20 12(3).
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Fan wener
Abstract: The development of new media advertising has experienced three stages: traditional online advertising, rich media advertising and digital media interactive advertising. In its development stage, the types of new media advertisements are colorful and complicated, but they can be roughly divided into two forms: hard advertisements and soft advertisements. Hard advertisements are collectively referred to as all forms of rigid exposure and forced acceptance of new media advertisements, while soft advertisements are collectively referred to as all forms of interactive new media advertisements with interactive and non-forced content.
Keywords: the development stage of new media advertising; New media advertising forms; Hard advertising; soft advertisement
Abstract: New media advertising has gone through three stages: Internet advertising, rich media advertising and digital media interactive advertising in the traditional sense. In its development stage, the types of new media advertisements are colorful and complex, but they can be roughly divided into two forms: hard advertisements and soft advertisements. Hard advertisements refer to all forms of new media advertisements that are exposed and forced to accept, while soft advertisements refer to all interactive new media advertisements that interact with the audience and implant unforced content.
Keywords: the development stage of new media advertising; A new form of media advertising; Hard advertising; soft advertisement
New media has attracted the attention of advertisers and other marketing organizations because of its large amount of information, rich forms of expression, multi-channel acceptance and convenient interaction. Advertising attached to new media has naturally become one of the important research contents of new media marketing communication.
First, the development stage of new media advertising
The development of new media advertising has generally experienced three stages in the traditional sense: online advertising, rich media advertising and digital media interactive advertising.
1. Online advertising in the traditional sense. In the traditional sense, online advertising refers to the marketing activities of advertisers relying on network technology and digital media technology to put advertisements on the Internet media. Limited by technology and media platform, the characteristics of traditional online advertising are: the advertising form is relatively simple (mainly text labeling and linking, graphic and video display); Advertising information has a small carrying capacity, one-way communication, forced acceptance and poor interaction.
2. Rich media advertising. The expansion of network bandwidth and the maturity of technology have given birth to the emergence of rich media advertising forms. Rich media does not refer to specific online media. It is a new generation of online advertising solution that integrates video, audio, animated images and other media, and can realize two-way information communication and interaction with users without installing any plug-ins. It has rich information content and diverse forms of expression; Strong interactivity and high accuracy. With the support of rich media technology, classified advertisements (also called demand advertisements), which were originally the size of tofu blocks and appeared in online pages, got rid of the existing communication limitations. They have attracted the attention of advertisers and other marketing organizations with the characteristics of large amount of information, strong initiative, large scale, rich performance, unlimited capacity, convenient retrieval, efficient communication, wide dissemination, long timeliness and convenient data statistics.
3. Interactive advertising. Web2.0 interactive application technology promotes the development of interactive advertising. The so-called interactive advertising refers to the marketing communication activities in which certain advertising promoters use digital interactive media that can participate and modify in real time and realize the functions of personal quick transaction and payment to urge consumers to give feedback on the products, services or opinions they promote, thus increasing the two-way circulation of product sales and brand assets [1]. Interactive advertising has the characteristics of high audience experience, strong immediacy, convenient interactive communication and convenient transaction payment. For example, the advertisement "Hate" made by Honda for the new environmental protection diesel engine Grrr was put on the digital interactive media (network, digital TV) and other platforms in the form of FLASH animation, and users can communicate and participate in experience activities at any time as needed [1].
Second, the new media advertising types
Generally speaking, new media advertisements, like other traditional media advertisements, include hard advertisements and soft advertisements.
1. Hard advertisement. Hard advertising refers to the direct and compulsory promotion of pure product/brand information by enterprises or brands to the audience. Its characteristics are the singleness of purpose, the directness of communication and the compulsion of acceptance. Traditional online advertising and rich media advertising belong to the category of hard advertising. At present, according to different classification standards, it can be divided into the following categories.
According to the purpose and effect of new media hard advertising. New media advertising can be divided into brand advertising (using new media to enhance brand image and brand awareness), product advertising (using new media to enhance brand and product awareness and drive purchases), promotional advertising (using new media to stimulate consumers to buy and improve market penetration) and activity information advertising (using new media to inform consumers of promotional information).
Among them, brand graphic advertising is an important form of brand marketing communication in new media, which is mainly put on comprehensive portals and vertical professional websites, and its role is to enhance the exposure of brand advertising. Brand graphic advertising is a broad definition, which can be divided into horizontal batch advertising, button advertising, pop-up advertising, floating label/streaming media advertising and? Picture in picture? Advertisement, skyscraper advertisement, banner advertisement, full-screen advertisement, couplet advertisement, window advertisement, navigation bar advertisement, focus slide advertisement, pop-up advertisement and rear projection advertisement.
According to the form of advertising. Due to the differences in form, pixel, size, location, sound and video, new media advertisements present complex and diverse forms. Taking the advertising forms on the network video media platform as an example, the forms of new media hard advertisements are: (1) Web page graphic advertisements/video graphic pop-ups; (2) picture couplet advertisement+video hyperlink; (3) compound video hyperlink advertisement; (4) video patch advertisement; (5) Semi-transparent mobile overlay advertisement; (6)Videoegg shares; (7) Insect advertising form; (8) Player's skin advertising form; (9) Advertising forms such as corner signs; (10) plug-in advertisement; (1 1) Other new media platforms that provide online video announcements for businesses have similar forms of hard advertisements, so I won't go into details here.
2. Soft advertising. Soft advertising refers to the integration of product/brand information into news propaganda, public relations activities, entertainment columns, online games and other communication activities, so that the audience can unconsciously receive commercial information while contacting these information. Soft advertising has the diversity of purposes, the implantation of content, the cleverness of communication and the unconsciousness of acceptance.
Soft advertisements in new media are mainly product placement advertisements. According to the different types of advertising platforms, new media advertisements can be divided into video advertisements and game advertisements.
Video placement advertisement. Video product placement is the most skillful method. The most common advertisement implants in videos include product implants (including product name, LOGO and product packaging) and brand implants (including brand name, logo, brand packaging, advertising language of specialty stores or brands, brand concepts, etc. ) and corporate symbol implantation (including corporate place, entrepreneurs, corporate culture, corporate philosophy, corporate spirit, corporate employees, corporate behavior signs, etc.). ).
Video product placement advertisements generally have the following forms: (1) Prop placement: In this way, products appear as props in film and television works. (2) Line implantation: that is, the product or brand name appears in the movie lines. (3) Scene implantation: that is, in the scene displayed on the screen that accommodates people's activities, physical objects that can display product or brand information are arranged. For example, outdoor billboards, posters and other fixed scenes with advertising information appear in film and television dramas. (4) Sound effect implantation: that is, through melody and lyrics, voice-over and TV advertisements, the audience is guided to associate with a specific brand. (5) Plot implantation: Plot implantation includes designing plot fragments and special performances. (6) Theme implantation: shoot film and television dramas for a certain brand, focusing on the development history and cultural concept of the brand, so as to enhance brand awareness. (7) Cultural implantation: This is the highest level of product implantation marketing. It is not a product or brand, but a kind of culture, which promotes the products under its cultural background through cultural infiltration.
In the new media video marketing, especially in the network video media marketing, in order to achieve the best communication effect, video product placement often cooperates with various product placement forms to create a multi-dimensional brand content contact point to the maximum extent. The most typical case is Youku Video's online video series short play "Natural Sports Madness" tailored for the VIP bird brand, which brings VIP birds in an original way. I exercise, I am happy? Our brand concept and rich product line are embedded into the plot in various forms such as props, scenes, lines, creativity and culture, and we communicate with the audience silently and without trace in an entertaining way.
This game is embedded with advertisements. In-game advertising (IGA) is a commercial advertisement that appears in the game. It takes the user group of the game as the target object, and appears in the appropriate time and place in the game according to fixed conditions.
New media games are generally presented in the form of video, so the method of placing advertisements in games is similar to that in videos, but because of the interactivity of games, it has other special ways of placing advertisements. Specifically, there are the following types of advertisements embedded in games:
(1) Conventional implantation: (also known as brand implantation), that is, with the brand as the core of information implantation, with the purpose of displaying brand logo, transmitting brand value and promoting brand culture, the enterprise brand is implanted into the illusory world of online games, so as to realize the contact between the brand and the players in the illusory world, make the players deeply impressed with the brand and cultivate a closer relationship between the players. In online games, brands are generally embedded in words, static or dynamic pictures, videos, programs, music and so on. , in different occasions to produce corresponding advertising forms. According to the different attached media, online game advertisements can be divided into several categories.
The first category is the brand advertisement in the game environment, that is, the brand is implanted in the game scene, screen background, clothes of characters in the game and game props in a static way. For example, converse sports brand information is embedded in three music online games: Strong Band, Strong Dance Company and Super Dancer. The billboard of the game "Live NBA 08" is implanted with an advertisement for Obama's presidential campaign? Early voting has begun? Wait a minute. The second category is the advertisement of game props, and brands become indispensable props for gamers. For example, in "World of Warcraft", Coca-Cola is used as a magical water to enhance physical strength; Lusheng gourmet beef jerky was used as a virtual prop of QQ energy jujube in Datang Fengyun, and Nike was used in street basketball. Nike shoes? Implanted in the form of props; Li Ning cooperates with Netease to use Li Ning's intensifier as props in the game, which can give the game characters some energy. The third category is the audio or video advertisements built into the game; That is, audio or video with brand advertising information is used as part of the game background. Such as the radio cooperation activities in the legendary world and the perfect theme song in the perfect world. The fourth category is the level plot advertisement, which links the brand content with the story of online games, so that players can contact the brand in real time and continuously, thus establishing a deep understanding of the brand. For example, in 2007, Mind's Note was tailored for BiBi Zhou? Icoke Integral and BiBi Zhou Exchange Energy Collection? Did it go well? Travel notes of the soul? The task belongs to this advertising model.
(2) Brand advertising game: Different from brand game advertising, it carries brand advertising information in the form of games and communicates with the audience, making the game a carrier of brand promotion, and the audience can gain experience in brand values and brand culture in the process of playing games. The most typical case is the advertising game Simulated McDonald's launched by McDonald's. Players can experience McDonald's culture from raw material production, product processing, service provision, financial budget and other aspects when playing the game. At the same time, in order to compete with it, Burger King has continuously launched three advertising games, namely, the action game Burger King: Bumper Car, the competitive game Burger King: Cyclist and the action game Burger King: Worship the Ghost King. Due to the exquisite production and different styles of Burger King games, professional game platforms X-BOX and X360 are adopted for offline promotion and boxed.
(3) Two-way interactive implantation of virtual reality: that is, the brand integrates real resources and virtual resources to integrate reality and virtual; Brand spreads marketing around a certain theme in virtual (online) and real (offline) two-dimensional space, so as to achieve the marketing effect of coexistence of reality and reality.
The most common method is to implant various scenes, items, props and activities in online games, so that people can feel the truth of the brand in virtual games. The most classic cases are Coca-Cola and World of Warcraft. Coca-Cola World of Warcraft Summer Carnival? As the theme, build a real one for Warcraft fans in Hangzhou Huanglong Gymnasium? World of Warcraft? .
Third, knot
The dichotomy of advertising forms between soft advertisements and hard advertisements actually reveals the law of advertising exposure, that is, hard advertisements directly and stiffly establish relations with the audience, while soft advertisements indirectly and implicitly communicate with the audience. Despite the rapid development of new media advertisements, the types of advertisements are endless, and the descriptions of new types of advertisements are endless, but it is still inseparable from the division of soft advertisements and hard advertisements.
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