大数据背景下现代广告的重构及发展逻辑

Re-construction and Developing Logic of Modern Advertising under the Background of Big Data

大数据解构了传统广告以创意为中心的发展逻辑,重构以技术为中心的发展逻辑。在互联网上,现代受众变成了一个个被数字标注的点,受众的需求、行为变成了可被分析的数据流。通过大数据挖掘,传统广告对"消费者的聚类分析"解构为"消费者的个体监测",利用大数据不仅可以定制广告内容,实现广告信息的实时推送,还可以大幅提升广告媒介的匹配程度,广告内容和广告投放的双重精准性因大数据而得到重构。

Big Data not only deconstructs developing logic of traditional advertising which centers on idea, but also reconstructs logic which centers on technology. In the internet, modern audiences become digital dots. The needs and behaviors of audiences as well become a set of digital stream. Through the application of big data, traditional advertising deconstructs the analysis of consumer cluster into the analysis of individual inspection. We can not only custom-made advertising content to push real-time information, but also improve the matching degree. Big data reconstructs the double accuracy about content and medium launching.