新媒体语境中的原生广告价值研究

Research on the Value of Native Advertising in the Context of New Media

在新媒体环境下,中国日益增多的消费者依附于网络环境进行生活,随着以用户为核心的媒体生态圈的建立,"原生广告"这种从网站和第三方应用程序用户体验出发的盈利模式以弱化广告痕迹为基础,以提高用户真实体验为主导,以树立品牌优质形象为目标,大大增加了广告商、媒介、用户之间的粘合度,其带来的经济价值、社会价值和体验价值在消费时代具有不可替代性。

There has been an increasing number of Chinese online consumers in the context of new media.Along with the development of user-centered media ecosystem,"native advertising",which is deemed as a profit model based on the user experience of websites and third-party applications,is based on the weakening of advertising traces,orienting the improvement of users’real experience,and aiming to establish a high-quality brand image.It greatly increases the adhesion between advertisers,media and users.The economic value,social value and experience value it brings are irreplaceable in consumption era.