摘要
场景时代包含三个基本要素,一是时间,二是空间,三是数据化的用户。AI、AR、VR、传感器、物联网、移动设备是场景时代变革的主要技术驱动力。在场景中,人与人,人与物,物与物之间深度连接。用户不但是广告的接收者,还成为广告的发布者,实现两种角色的转变取决于广告在多大程度上能够实现原生化。文章着力探讨场景时代下推动广告原生化的各种因素,进而研究原生广告的发展策略。
The age of scenario contains three basic elements, i.e. time, space, and data-oriented users. AI, AR, VR, sensors, Internet of things and mobile devices are the main driving forces for the change in the scenario era. In the context, people and people, people and objects, objects and objects are deeply connected. Users are not only recipients of advertisements, but also releasers. The transformation of the two roles depends on how much the advertisement can be naturalized. This article focuses on the factors that drive the advertisement＇s naturalization in the age of scenario. It also studies the development strategies of native advertisements.
作者
郑坚
段雪辰
Zheng Jian;Duan Xuechen
出处
《传媒观察》
2018年第9期29-33,共5页
Media Observer
基金
2017年“全国包装广告研究基地”和“湖南包装广告创意基地”研究项目“新媒体时代湖南广电产业生态变迁及其对广告业影响研究”的阶段性成果,项目编号:17JDXMB07
关键词
场景时代
原生广告
智能
大数据
场景+内容
age of scenario
native advertising
intelligent
big date
scenario ＋ content
作者简介
郑坚，湖南工业大学文学与新闻传播学院院长，教授，硕士生导师;段雪辰，湖南工业大学文学与新闻传播学院硕士研究生
