交互式手机媒体广告设计探索

EXPLORE INTERACTIVE MOBILE MEDIA ADVERTISING DESIGN

在体验经济的背景下,人们已经从追求物质上的满足逐渐提升到追求精神上的体验享受。与传统广告单一式的传播方式不同,交互式广告更注重受众的感受和受众的参与度,减轻了受众对广告的抵制心理,实现了广告与用户之间的良好互动。随着手机与互联网的结合,与受众联系紧密的手机媒体受到业界的青睐,成为广告业发展的先锋军。本文从用户体验出发,介绍用户体验的重要性,重点分析交互式手机媒体广告为用户带来的全新互动享受,探索未来交互式手机媒体广告的发展方向。

In the context of the experience economy, it has been gradually increased from the pursuit of material satisfaction to the pursuit of spiritual experience. Interactive advertising is different from single mode of traditional advertising, which pays more attention to the feelings of the audience participation, reducing the contradict of the audience on advertising psychology to achieve a good interaction between the user and the advertiser. With the combination of mobile phones and the Internet, in close contact with the audience of mobile media favored by the industry, the advertising industry has become a pioneer. From the user experience, this paper introduces the importance of the user experience, focuses on interactive mobile media ads that brings users to enjoy new interactive, and explores the future direction of interactive mobile media advertising.