原生广告的发展研究
发布时间：2018-08-02 10:07
【摘要】：原生广告是以维护用户体验为中心,以适配媒体表现形式和内容风格的方式融入媒体环境,为用户提供有信息价值的广告内容的新型广告形式,其以低侵扰度、强效果的特点为突破互联网广告发展瓶颈提供了解决途径。以原生广告这一主体为研究对象,立足于发展的视角,用理念生成、市场实践、实践反思的研究思路,通过文献研究、问卷调查和案例分析等研究方法,对原生广告理念和实践发展过程进行梳理。首先明确了原生广告理念的生成是广告理念内在演进的必然结果,是新技术和新媒体革新的现实产物,是应对广告市场巨变的积极选择。随后在借鉴国内外原生广告分类方法及分析原生广告案例的基础上,归纳总结原生广告的创作特征和表现形式。在原生广告效果层面,采用问卷调查的方式把握消费者对原生广告的接受度情况为:消费者对原生广告感知敏感度较高,对符合自身兴趣和需求的原生广告接受度更高;消费者行为意愿不强,整体上接受度一般;与传统网络广告相比,原生广告的接受度更高。对原生广告理念生成和市场实践发展过程进行反思可以发现,原生广告市场发展主要存在三个方面的困境。第一,传播伦理失范方面,存在定制化品牌新闻与新闻伦理规范的冲突、精准定位用户与用户隐私保护的对立、创作主体泛化诱发的对社交媒体资源的滥用、原生广告的隐匿性与广告必须可识别的对立等问题;第二,创作实践方面,存在创作主体的创作水平良莠不齐、创意和形式的规模化适配难等问题;第三,效果监测方面,存在原生广告效果监测评价体系不成熟、效果监测数据的公正性存疑、缺乏专业的认证机构对第三方监测平台的数据进行审核等问题。进而相应地提出针对性应对策略,如健全原生广告立法规范和监管机制,调动行业自律和媒体、消费者积极发挥舆论监督职能,建设专业创意团队和开发程序化购买平台双管齐下,构建原生广告效果评价体系以及完善监测机制和发展监测技术等。
[Abstract]:Native advertising is a new type of advertising which is centered on the maintenance of user experience and integrates into the media environment in a way that adapts to media expression and content style, and provides users with informative advertising content, which has a low degree of intrusion. The characteristic of strong effect provides a solution for breaking through the bottleneck of Internet advertising development. Taking the primary advertisement as the research object, based on the perspective of development, using the idea of generation, market practice, practical reflection of the research ideas, through literature research, questionnaires and case analysis, and other research methods, Combing the development process of the original advertising idea and practice. First of all, it is clear that the formation of the original advertising idea is the inevitable result of the internal evolution of the advertising idea, the realistic product of the new technology and new media innovation, and the positive choice to deal with the huge changes in the advertising market. Then on the basis of studying the classification methods of native advertisements and analyzing the cases of native advertisements, the author summarizes the creative characteristics and forms of native advertisements. In the aspect of the effect of native advertising, the way of questionnaire survey is as follows: the consumers have a higher sensitivity to the original advertising, and a higher acceptance of the original advertisements that meet their own interests and needs; Consumer behavior is not strong, the overall acceptance is general; compared with traditional online advertising, the acceptance of native advertising is higher. It is found that there are three main difficulties in the development of primary advertising market. First, in the aspect of communication ethics anomie, there are conflicts between customized brand news and news ethics norms, precise positioning of user and user privacy protection, and the abuse of social media resources induced by the generalization of creative subjects. The occult nature of the original advertisement and the contradiction between the advertisement and the advertisement must be identifiable. Second, in the aspect of creative practice, the creative subject's creation level is uneven, the creativity and form are difficult to adapt to on a large scale, and the third, the effect monitoring aspect, There are some problems such as immaturity of primary advertising effect monitoring and evaluation system, doubt about the fairness of effect monitoring data, lack of professional certification organization to audit the data of third party monitoring platform, etc. Accordingly, it puts forward corresponding countermeasures, such as perfecting the primary advertising legislation, regulating and supervising mechanism, mobilizing industry self-discipline and media, and giving full play to the function of public opinion supervision by consumers. Constructing professional creative team and developing program purchasing platform, constructing the evaluation system of original advertising effect, perfecting the monitoring mechanism and developing monitoring technology, etc.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8
[Abstract]:Native advertising is a new type of advertising which is centered on the maintenance of user experience and integrates into the media environment in a way that adapts to media expression and content style, and provides users with informative advertising content, which has a low degree of intrusion. The characteristic of strong effect provides a solution for breaking through the bottleneck of Internet advertising development. Taking the primary advertisement as the research object, based on the perspective of development, using the idea of generation, market practice, practical reflection of the research ideas, through literature research, questionnaires and case analysis, and other research methods, Combing the development process of the original advertising idea and practice. First of all, it is clear that the formation of the original advertising idea is the inevitable result of the internal evolution of the advertising idea, the realistic product of the new technology and new media innovation, and the positive choice to deal with the huge changes in the advertising market. Then on the basis of studying the classification methods of native advertisements and analyzing the cases of native advertisements, the author summarizes the creative characteristics and forms of native advertisements. In the aspect of the effect of native advertising, the way of questionnaire survey is as follows: the consumers have a higher sensitivity to the original advertising, and a higher acceptance of the original advertisements that meet their own interests and needs; Consumer behavior is not strong, the overall acceptance is general; compared with traditional online advertising, the acceptance of native advertising is higher. It is found that there are three main difficulties in the development of primary advertising market. First, in the aspect of communication ethics anomie, there are conflicts between customized brand news and news ethics norms, precise positioning of user and user privacy protection, and the abuse of social media resources induced by the generalization of creative subjects. The occult nature of the original advertisement and the contradiction between the advertisement and the advertisement must be identifiable. Second, in the aspect of creative practice, the creative subject's creation level is uneven, the creativity and form are difficult to adapt to on a large scale, and the third, the effect monitoring aspect, There are some problems such as immaturity of primary advertising effect monitoring and evaluation system, doubt about the fairness of effect monitoring data, lack of professional certification organization to audit the data of third party monitoring platform, etc. Accordingly, it puts forward corresponding countermeasures, such as perfecting the primary advertising legislation, regulating and supervising mechanism, mobilizing industry self-discipline and media, and giving full play to the function of public opinion supervision by consumers. Constructing professional creative team and developing program purchasing platform, constructing the evaluation system of original advertising effect, perfecting the monitoring mechanism and developing monitoring technology, etc.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.8
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