摘要
移动互联时代技术的发展为跨信息、跨媒体的广告表现带来了巨大的现实可能性。同时,以移动终端APP为代表的各类媒介资源如原子裂变般呈指数级增长。从广告媒介的选择、组合到广告代理模式都已经显现出了革命性的全新形态。媒体和媒介转型及泛化意味着移动广告乃至整个广告业需要转换观念,广告代理需有能力融合信息和媒介以沟通各方而非单纯生产作品或买卖媒介。
The development of technology in the era of mobile Internet has greatly attributed to performing advertisement across information and medium. At the same time, all kinds of medium resources represented by mobile APP are increasing as atomic fission exponentially. From advertising medium selection and combination to the advertising agency mode, a revolutionary new form has been shown now.The medium transformation and generalization mean that the advertising industry needs to transform the previous frame. Advertising agencies must have ability to the fusion of information and medium to communicate rather than to simply produce or deal in medium.
出处
《互联网天地》
2016年第4期1-4,共4页
China Internet
基金
广东高校哲学社会科学重点实验室项目<广东省新媒体与品牌传播创新应用重点实验室>(No.2013WSYS0002)
关键词
广告代理
媒介融合
移动广告
advertising agency
medium integration
mobile advertising
