基于用户体验的信息流广告投放有效性研究

RESEARCH ON THE EFFECTIVENESS OF FEED ADVERTISEMENT BASED ON USER EXPERIENCE

信息流广告以其信息传递快、用户易于接纳的特点,在近年来成为广受欢迎的广告形式。本文以提升投放有效性、改善用户体验作为研究目的,探讨信息流广告市场投放与用户需求之间的关系,找出其在投放上布局不均等、图文不符等市场问题。通过对受众人群进行用户体验的问卷调研与用户访谈,结合市场调研对其投放现状进行分析。基于用户体验从投放平台、广告主的角度提出改良建议,即改善现有市场秩序,合理布局投放市场,注重质量提高用户体验。以期从投放层面上维护市场秩序、提高信息流广告投放性。

Feed advertisement has become a popular advertisement form in recent years due to its fast information transmission and easy acceptance by users. The purpose of this paper is to improve the effectiveness of advertising and user experience,to explore the relationship between feed advertising market and user needs,and to find out the market problems such as uneven distribution of advertising and inconsistent graphics and text. Through the questionnaire survey and user interview on the user experience of the audience group,and combining with the market research,the present situation of its delivery was analyzed. Based on the user experience,the improvement suggestions are put forward from the perspective of the delivery platform and advertisers,namely,improving the existing market order, rationally distributing the delivery market,and paying attention to the quality to improve the user experience. In order to maintain the market order and improve the feed advertisement delivery from the delivery level.