Media advertising is an important means of marketing. With the continuous development of technology and changes in the market environment, media advertising is also constantly evolving and developing. This article will discuss the development trend of media advertising from the following aspects.
1. Trends in digitalization, dataization and intelligence
With the development of Internet and mobile Internet technology, digitization, dataization and intelligence have become important trends in media advertising. Digitalization means that advertising placement and dissemination have shifted from traditional media such as television, radio, and newspapers to digital media, such as search engines, social media, and mobile applications. Dataization means that advertising placement and dissemination need to rely on data analysis to achieve accurate placement and effect evaluation. Intelligence refers to the use of technologies such as artificial intelligence, machine learning, and natural language processing to realize automated and intelligent advertising placement and dissemination.
The trend of digitalization, dataization and intelligence enables advertisers to place advertisements more accurately and improve the effectiveness and return of advertisements. At the same time, the trend of digitalization, dataization and intelligence also brings challenges, such as data protection and privacy protection, which need to be resolved.
2. Mobile terminals become mainstream
Mobile has become the mainstream of media advertising due to the penetration of mobile devices and the increase in user time. The forms of mobile advertisements are also constantly enriched and innovated, such as native advertisements, video advertisements and AR advertisements.
At the same time, the challenges of mobile advertising have become increasingly prominent, such as mobile advertising compatibility, user experience, and advertising fraud. Therefore, the development of mobile advertising also needs to strengthen technical research and standardized management.
3. Content, social and interactive trends
Content, socialization and interaction have become important trends in media advertising. Content-oriented means that advertisements need to rely on high-quality content to attract users, rather than simply displaying products and services. Socialization means that advertisements need to rely on social media and social networks to spread and promote. Interactive means that advertising needs to rely on interactive methods to improve user engagement and brand experience.
The trend of content, socialization and interaction makes advertisers need to pay more attention to the creation of user experience and brand image, as well as the interaction and communication with users.
4. Trends in Creativity and Originality
Creativity and originality are important trends in the development of media advertising. With the intensification of market competition and the ever-changing needs of users, advertisers need to attract users' attention and improve brand recognition through creativity and originality.
Creativity and originality can be reflected in advertising content, form and communication methods. For example, in terms of advertising content, advertisers can break traditional advertising forms and styles through creativity and originality, and be closer to user needs and life scenarios; in terms of advertising forms, advertisers can use original methods to create various forms of advertising , such as micro-movies, animations and short videos, etc.; in terms of advertising communication, advertisers can spread and promote advertisements through social media and social networks, thereby attracting more user attention and participation.
The trend of creativity and originality provides advertisers with more creative space and display opportunities, and also promotes the innovation and upgrading of the advertising industry. But at the same time, the realization of creativity and originality also requires more resources and costs, which is also a challenge for advertisers.
5. Sustainability and Social Responsibility Trends
Sustainability and social responsibility are another important trend in the development of media advertising. As society pays more and more attention to environmental, social and human health issues, advertisers need to pay more attention to sustainable and socially responsible development.
Sustainability and social responsibility can be reflected in the products and services of advertisers, as well as in the way advertisements are disseminated and promoted. For example, in terms of products and services, advertisers can introduce products and services that are environmentally friendly, healthy and beneficial to society, so as to achieve sustainable development and social responsibility; and other ways to improve social awareness and social responsibility.
The trend of sustainability and social responsibility not only provides advertisers with more social value and brand reputation, but also promotes the sustainable development and social responsibility practices of the advertising industry. But at the same time, achieving sustainability and social responsibility also requires advertisers to invest more energy and resources, which is also a challenge for some small businesses and startups.