新媒体广告及其融合服务初探

Introduction of new media advertising and its integration services

传统意义上的广告概念在新媒介环境下发生演变,其内涵应取向于品牌传播。新媒体广告融合传播具有技术主导的数字化、受众为主的互动性、媒体终端的个性化等特点;对于广告主而言,新媒体广告从品牌信息的新媒体分布及品牌信息的整合性反馈两方面为其提供融合服务。

The concept of traditional advertising evolves in the new media environment, its meaning should be oriented in the brand communication. Integration of communication of the new media advertising services are as follows ： digital technologydriven, audience - based interactive media and other personalized features of the terminal. For advertiscrs, the new media advertising provide integrated services from the distribution of brand new media information and brand information of the two integrated feedback areas.