大数据在网络广告中的应用研究

发布时间：2018-05-12 19:39

本文选题：大数据 + 网络广告　；参考：《湘潭大学》2015年硕士论文

【摘要】：大数据时代的到来给整个社会带来了一股强劲的变革力量,网络广告由于大数据技术的刺激焕发着新的生机。数据技术实现了网络虚拟空间的还原,海量信息的网罗建立起了人类真实生活与网络世界的桥梁。面对变化的环境,传统的网络广告模式需要借助大数据个性化地满足用户需求,转变传播模式以提升广告效果。因此,对大数据在网络广告中的价值与利用策略进行深入研究很有必要。传统网络广告的转化率一直偏低,无法适应大数据时代广告主对网络广告投放的需求,因此加强网络广告与大数据的联合十分必要。网络广告与大数据牵手的可能性集中在以下四个方面:网络平台所产生的海量数据为网络广告利用大数据奠定了坚实的基础;大数据分析技术的进步为网络广告提供了技术支持;大数据在互联网行业广泛应用为网络广告发展提供了有利环境;多终端平台数据为网络广告提供了全面精准预测的先天条件。数据挖掘分析实现了网络广告营销的一次华丽变身:从广而告之到私人订制,从粗放投放到精准推送,大数据对网络广告的价值不仅仅体现在对广告目标人群的精准定位和分析;就广告本身来说,创意素材增加,广告更具可读性、可看性;广告实现动态推送,广告更具时效性。大数据在网络广告中的应用日益增加,但在应用过程中也存在不少的问题。根据实证调查发现:网民对强制性的网络广告有强烈的排斥心理;对网络精准广告了解不多而具有排斥心理;害怕隐私被泄漏;对于网络广告创意有强烈的渴望。另外,由于现在大数据技术在我国仍属于发展阶段,业界对大数据的认识和利用不足,导致对用户需求把握有误差,广告的精准性不够,数据挖掘深度不够导致数据与广告的关联性不够,用户隐私安全性不够,数据更新滞后,数据流通性不强等问题,因此网络广告的精准度以及用户的体验效果都不如预期。缺乏对非结构化数据的有效分析和相关人才、数据更新之后和流通性不强是造成上述问题的主要原因。网络广告要实现效果的最大化需要借助大数据。针对目前应用中出现的问题,可以从以下几个方面着手来促进大数据在网络广告中的利用:加强对大数据的收集整理和利用分析,提高广告的精准度;加强数据的关联性研究,进行关联广告投放;保障用户的隐私和自主性,提高用户的体验值;善于利用关系营销,让用户主动成为广告的传播者;进行广告实时投放,提高广告推送速度;利用数据分析优化广告创意,提高广告传播效果;最后要加强大数据广告人才的培养。
[Abstract]:The arrival of the big data era has brought a strong power of change to the whole society, and the network advertising is coruscating with new vitality because of the stimulation of big data technology. The data technology realizes the restoration of the virtual space of the network, and the network of massive information builds the bridge between the real life of human beings and the network world. In the face of the changing environment, the traditional network advertising mode needs to meet the needs of users with the help of big data, and change the communication mode to improve the advertising effect. Therefore, it is necessary to study the value and utilization strategy of big data in internet advertising. The conversion rate of traditional online advertising has been low, which can not meet the demand of advertisers in the big data era. Therefore, it is necessary to strengthen the combination of network advertising and big data. The possibility of network advertisement holding hands with big data focuses on the following four aspects: the massive data generated by the network platform lays a solid foundation for the network advertisement to use big data; The development of big data analysis technology provides technical support for network advertising, big data is widely used in the Internet industry, and it provides a favorable environment for the development of network advertising. The multi-terminal platform data provide the congenital condition of the comprehensive accurate forecast for the network advertisement. Data mining analysis has realized a magnificent transformation of online advertising marketing: from advertising to private customization, from extensive delivery to precision push, The value of big data to network advertising is not only reflected in the accurate positioning and analysis of advertising target population; as for the advertising itself, the creative material increases, the advertisement is more readable and can be seen; the advertising realizes dynamic push, and the advertisement is more timely. The application of big data in network advertisement is increasing day by day, but there are many problems in the process of application. According to the empirical investigation found: Internet users have a strong rejection of mandatory online advertising; on the network precise advertising understanding of little and have rejection; fear of privacy is leaked; for online advertising creative strong desire. In addition, due to the fact that big data technology is still in the development stage in our country, the understanding and utilization of big data in the industry is insufficient, resulting in errors in grasping the needs of users and insufficient accuracy in advertising. Insufficient depth of data mining leads to insufficient correlation between data and advertising, insufficient privacy security, lagging data update, weak data circulation and so on. Therefore, the accuracy of online advertising and the effect of user experience are not as expected. Lack of effective analysis of unstructured data and related personnel, data update and circulation are the main reasons for the above problems. In order to maximize the effect of online advertising, we need to use big data. In view of the problems in the current application, we can start from the following aspects to promote the use of big data in network advertising: strengthen the collection and analysis of big data, improve the accuracy of advertising, strengthen the research of data relevance. It can ensure the user's privacy and autonomy, improve the user's experience value, be good at making use of the relationship marketing, let the user become the propagator of the advertisement actively, carry on the advertisement real-time to put in, improve the advertisement push speed; Using data analysis to optimize advertising creativity and improve advertising communication effect; finally, to strengthen the cultivation of big data advertising talent.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F713.8

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