The problem is to understand what new media is first. Compared with traditional media such as newspapers and television, new media is first of all a difference of an era, and the advertising methods in the Internet age are therefore different from traditional media. The traditional media is characterized by one-to-many broadcasting, and the advertising effect is determined by the flow of people.
Then the new media advertising itself will be more interactive and accurate, relying on the Internet.
Web pages, websites, WeChat, mobile phones, intelligent advertising machines and electronic LED advertising screens are all carriers of new media advertisements, relying on the analysis and filtering of big data on the Internet. It has:
1, with strong interactivity, is sent in one direction by traditional media, waiting for the fish to take the bait. The new media uses push on demand, and the audience can actively obtain advertising information through various channels. For example, search in search engines, search in specialty store websites.
2, precision line, due to interactivity, another feature is precision. When users need advertisements themselves, they will actively filter out a lot of irrelevant advertising content to achieve the accuracy of advertising on demand;
3. effectiveness. Advertising content in newspapers and magazines is difficult to achieve results. Except for a period of time when they were released, these advertisements will become history, and no one will pay attention to them. Because of the user initiative of new media advertisements and the time priority function of the Internet engine itself, the information given to users is the latest, so advertisers and new media advertising agencies are also required to keep the advertisements updated.
4, convenient, Internet advertising is everywhere, you can in your mobile phone, computer, connector LED screen, subway, just open your hand screen, such as mobile phone tablet computer. You brought all this.
5, the advertising mode is flexible, you can pay by click, and pay attention to payment, not the rough way of several people's traffic;
6. Self-communication. Advertisements published through new media can be spread and copied by the audience, reaching a larger audience;
7. The conversion rate is high, and the conversion rate is the probability of changing from advertising to trading. Compared with traditional media, if TV is moved by a temporary advertisement and then buys it, this period of time is the process of rapid attenuation of excitement. When it was discovered, there was no interest at that time, and the new media advertisements were connected with a powerful e-commerce platform, a fast transaction process and a convenient logistics process, and the payment was completed before the excitement faded. After that, the audience will have a more exciting self-repair process, sharing and circle of friends.
That's all. I hope you're satisfied.
What is new media advertising?
Advertising media combination is to use a variety of media to advertise, for example; Newspapers and television advertise together. How to combine advertising media depends on the brand. 1 A brand that the public is not familiar with. If advertisers are eager to promote their brands and have money, they will certainly come: TV \ newspapers \ outdoor brands are unfamiliar to the public, and advertisers have no money, so they can only: newspaper leaflets or outdoor leaflets are on-site promotion. If the public is familiar with it, it will be simple outdoors, and the TV newspaper can be omitted. For this reason, theoretically speaking, the media cost per thousand people is low, and the publicity cost of enterprises is naturally reduced. However, because the survey methods of ratings or reading rates of many media are not perfect, and even many media falsely report the circulation and ratings, it is difficult to get the actual figures of this indicator, so it can only be discounted according to the specific situation. Characteristics of media audience. The purpose of publishing news in any media is to convey advertising information to target consumers, so we should choose media whose audience is more consistent with the target consumers of products. In the media, in order to meet the consumer's lock-in, direct mail media appeared, so direct mail media has the largest effective audience. However, due to many restrictions such as circulation, coverage and form, it is still impossible to complete the overall delivery task. This requires us to carefully understand the characteristics of each issue, every page and even every column when choosing other media. Television, radio, newspapers and their program time slots or columns usually have a relatively fixed number of viewers, listeners and readers. Advertisements are published in different media or different program periods or columns, and the types of customers that advertising information can reach are inevitably different. Placing street sign advertisements in downtown and suburban areas has obviously different effects. And distributing advertising leaflets in different ways will have different effects. The regionality of the media. Any kind of media has its most targeted and influential areas. For example, the TV station in each city has the greatest influence within the urban area, while the local edition of the newspaper is more directly aimed at a certain area. If the area where the media has the greatest influence is the main market for advertising, then this media is the ideal media for advertising. Media arrival rate and coverage. We can also choose the right combination according to the arrival rate and coverage rate of the media. If only from the perspective of economic benefits, the media purchasing department will only consider the TV channels and time slots with the lowest "cost per view", which may lead to the concentration of advertisements in one or two time slots. But the reality is that in order to improve the arrival rate and viewing frequency of advertising slots, media buyers are often willing to sacrifice some economic benefits. Similarly, although TV advertisements can generally provide a lower cost per thousand people, they can only cover TV viewers, and the arrival rate is always limited. Therefore, a successful and comprehensive media planning will often cooperate with different media, so that the target group can receive our advertising information through different channels. In addition, we should also consider: product factors. We should not only know what product it is and what type it is, but also be familiar with all the details of the product, including sales, distribution network, pricing, advantages and even disadvantages of the product. Every link can be our opportunity and our main point of attack. Market factors. Understand the target market, product positioning, advertising budget, marketing strategy, target audience and the nature of advertising activities, whether it is to promote sales or enhance brand awareness. Competitor factor. Sun Ziri: Know yourself and know yourself, and you will be invincible; Know yourself and yourself, one wins and one loses; If you don't know each other, you will lose every battle. Understand the media strategy of competitors, their advertising schedule, habits, advertising weight and media selection, so as to measure the proportion of media placement and make strategic scheduling. For example, if a competing product is used to concentrated attack in April and May, we can concentrate our firepower and attack first in March to seize the beach and take the lead by surprise. Only by fully considering and understanding these factors can we be targeted in the process of selecting media combination, reduce mistakes and improve the economic benefits of advertising.
What are the forms of new media advertising?
New media is rich in communication carriers and flexible in communication means, and can deliver massive information to customers in various forms and specific forms.
Here are some examples for you;
Electronic menu advertisements: maps, inner page basemaps, torn pages, footnotes, video patches, column titles, channel titles, etc. Various forms and remarkable effects.
Network business card: refers to the floating advertisement loaded on the news page, which can quickly achieve the whole network coverage through keyword matching and is the best form of new media advertisement.
Bus advertisement: The mutual flow between bus and passengers is the most attractive part of bus advertisement. For example, the bus advertising simulcast network launched by Jieyang Zhonghui is aimed at passengers who stay in the car for a long time and are in a leisure state. The bright advertising layout and detailed text patterns in the car add endless vitality to the advertisements in the car. The crowd gathered in the car is an important position for product promotion, which has strong advertising impact and irreplaceable advertising audience rate of other media.
Building advertisement: Plane frame advertisement is a medium that can reach the target consumers with the lowest cost and the most accurate.
Part-time advertising: the display forms are various, with both text and color functions, covering everything from product trademarks, product names, photos, colors and corporate intentions to culture, economy, customs, beliefs and norms. Through conception and unique creativity, we firmly grasp the "ring" that induces consumers' desire to buy, and achieve the advertising purpose through the heterogeneity of visual communication.
Gym advertising: the media is more targeted at men and high-spending people. Fitness requires patience, so when exercising, people will look for distractions. At this time, advertisements will attract attention and bring deep feelings to the crowd.
Finally, I want to make an advertisement and make a promotional film, looking for Star TV in Shenzhen.
What does the new media advertising product include?
What does the new media include?
Such as digital magazines, digital newspapers, digital broadcasting, mobile phone short messages, internet, desktop windows, digital TV, digital movies, touch media and so on. Compared with newspapers, radio, television and magazines, new media is vividly called "the fifth media". Compared with traditional media, new media naturally has its own characteristics. In this regard, "compared with the old media, the first feature of the new media is its dissolving power-dissolving the boundaries between traditional media (TV, radio, newspapers, communications), dissolving the boundaries between countries, communities and industries, dissolving the boundaries between information senders and receivers, and so on."
How to put in new media advertisements?
Hello, I'm glad to answer your questions:
New media advertising has the following skills.
1. depicts an existing user. Understand who the target users are and where they are distributed, so as to accurately deliver them;
2. Choose the appropriate delivery channel. Appropriate channels will make advertising more effective. For example, advertisements for health care products for the elderly will be placed on radio, newspapers and magazines for the elderly, instead of Baidu and Douban;
3. Understand the user base of new media. For example, the articles in Ergeng canteen are mostly emotional, and the articles are mostly aimed at single women; Therefore, it can be preliminarily judged that the user group (fans) of Ergeng canteen is: 18-30 years old women. If you want to promote products for young people, it is very appropriate to put them in the media;
4. Select high-quality new media (or new media advertising platform) for delivery. Characteristics of high-quality self-media: continuous output of high-quality content (preferably with original labels), high fan activity, few advertisements and no hard coverage. Features of high-quality new media advertising platform: no marketing number will be recommended. The data of marketing number is moisture, high in price and poor in effect. We must choose new media that can continuously output high-quality content, but such new media are scattered.
What is the main task of new media advertising?
New media advertising is a kind of media that can provide personalized content to the public at the same time. It is a medium for communicators and recipients to become equal communicators, and countless communicators can communicate with each other at the same time.
Scholars have different opinions on the definition of new media, and so far there is no conclusion. Some communication journals have new media columns, but the research objects of articles are different, including digital TV, mobile TV, mobile media,
What is new media marketing? 5 points
New media is a new media form under the new technical support system, such as digital magazines, digital newspapers, digital broadcasting, mobile phone short messages, mobile TV, network, desktop windows, digital TV, digital movies, touch media and so on. Compared with newspapers, outdoor, radio and television, new media is vividly called "the fifth media".
To sum up, all media that take wired or wireless networks as carriers and appear in the form of data display are collectively referred to as "new media".
See Baidu Encyclopedia: baike.baidu/view/339017 for details.
The application of new media marketing depends on a series of specific circumstances such as the commercial influence of our company, that is, the breadth of influence and the specific endurance of the company to choose the right media for publicity and marketing.
If you have any questions, please ask!
What new media advertisements are there now?
You can find some mobile advertising alliance cooperation.
Such as Su Qian and Taomi.
Put your products on other mobile websites or apps and display them in the form of advertisements.
Have accuracy
What is new media advertising? What are the specific classifications?
The so-called new media is relative to the traditional media. Now the new media refers to Weibo, micro-signal, live broadcast, short video and other online media. Therefore, the advertising promotion built in these channels is the advertising promotion of new media. Wechat, Weibo, etc. are mainly marketed through soft texts. Short videos, live broadcasts and the like can be inserted with advertisements, which is similar to inserting advertisements in electronic films. Before the project, the third-party platform that did a good job in new media was a self-media platform in Yihe, Weibo, which you can refer to.