新媒体环境下贴片广告的创意表现策略——以GEICO和Old Spice等广告为例

Creative Expression Strategy of Patch Ads Under the New Media Environment——Taking GEICO and Old Spice as Examples

日新月异的新媒体传播环境中,广告竞争的战场从传统媒体向新媒体平台转移。贴片广告是作为网络广告的重要一员,其创意表现策略也随之进行着适应性转向,本文选取全球最有代表性、并在网络贴片广告上取得巨大成功的GEICO和oldspice等广告案例,试图为网络广告的创意策略提供一个新的视角。

In the ever-changing new media communication environment, the battlefield of advertising competition has shifted from traditional media to new media platforms. As an important member of the Internet advertising, Preroll Ads is also adaptable to the creative expression strategy. This paper selects the most representative and successful GEICO and Old Spice advertising cases in the world, and tries to provide a new perspective for the creative strategy of network advertising.