影响App广告传播效果的因素及解决对策

Factors Affecting the Effectiveness of App Advertising and Solutions

信息化时代背景下,广告的形式发生巨大变化,过去传统的广告形式慢慢地被轻视,发挥的作用逐渐消减,而手机智能化的普及,导致用户使用手机的频率越来越高,App与受众的关联性也吸引了众多广告主通过手机App来投放广告。基于这样的观察,从App广告的概念、形式、特点入手,全面地探讨影响App广告传播效果的因素,并给出相应的解决对策,以期帮助广告主实现广告效益的最大化。

Under the background of the information age,the forms of advertising have undergone tremendous changes.In the past,traditional advertising forms got ignored and their role has gradually diminished;while the popularity of mobile phones has led to more frequent use of mobile phones.The relevance of App to the audience has attracted many advertisers to run ads through mobile Apps.To this end,this paper discusses the concept,forms,and characteristics of App advertising,explores the factors affecting the effectiveness of App advertising,and gives corresponding solutions to help advertisers achieve maximum advertising benefits.