移动端信息流广告设计创新方法研究

Research on Innovative Methods of Mobile Stream Information Design

本文旨在探寻移动端信息流广告设计创新方法,提升移动端信息流广告的投放效果。以解决移动端信息流广告同质化的问题,提升品牌信服力与用户体验,从而提高信息流广告的转化率。通过文献研究法、抽样调查法与案例分析法,归纳移动端信息流广告的特点。通过抽样调查热门行业中移动端信息流广告的现状,发现其现存问题。并从目标用户和广告主的角度出发,论述了移动端信息流广告亟待创新的原因。结合优秀案例分析,总结出移动端信息流广告设计的创新方法:即从视觉、内容、技术三个层面进行设计创新,通过优化视觉创意、提升内容质量、拓宽技术形式促成信息流广告的有效传播,为移动端信息流广告设计开拓新模式。

In order to enhance the brand image and user experience and improve the conversion rate of advertisement,the paper studies the innovative design method of mobile information flow advertisement.Using literature research,sampling investigation and case analysis,it summarizes the characteristics of mobile terminal information advertisement,sampling the mobile terminal information advertisement in each big hot industry present situation.Results display that the problems in the area.Starting from the target users and advertisers,this paper urges for innovation in the mobile terminal information advertising.Combined with case analysis,the paper has proposed certain innovation methods from the visual,content and technical aspects.By optimizing the visual creativity,improving the content quality and broadening the technical form,effective dissemination of information fl ow advertising and innovation can be made possible.