生活圈媒体及其广告效果探讨——基于五种户外视频新媒体的实证分析

Exploration on Social Circle Media and Its Advertising Effects——An Empirical Analysis on Five Types of Outdoor Video Media

户外视频等生活圈媒体的兴起,使得新媒体广告成为人们关注的焦点和追捧的热点。新媒体广告效果究竟如何?本文基于五种户外视频新媒体的实证分析,对此类生活圈媒体的覆盖率、到达率、接触率与销售影响力等传统思维下的评估指标与虚高数据提出了质疑,认为只有适时转变目标受众划分方法、广告媒介投放策略及广告效果评估思路,并且重视都市空间关系、市民生活形态、媒介接触关系等的研究,才能够给予新媒体广告及其效果更加科学和客观的认识。

New media advertising has been in the spotlight and is praised and extolled by people with the advent of social circle media such as outdoor video.What are the effects of new media advertising？ By conducting an empirical analysis on five types of outdoor video media,this paper calls into question the traditional evaluation index and false positive statistics of such social circle media in terms of its coverage rate,arrival rate,contact rate,and marketing influences.It then concentrates on changing the methods of classification of targeted audience,the strategies of media placement and approaches of evaluation of advertising effects,as well as paying much attention to the research on urban spatial relationship,citizen＇s life style and their media access.Only by doing these can we make a scientific and objective understanding of new media advertising and its effects.