从平移到颠覆:技术可供视域下数字广告的发展演进

From Simple Translation to Disruptive Innovation:Evolution of Digital Advertising from the Perspective of Technology Affordance

在技术可供性的理论视域下审视数字广告三十年的发展,从网络与数字技术时代的初始演进到大数据计算技术的重大变革,从传统媒体广告的互联网平移到颠覆性创新,都是技术可供与技术行动者的可供感知及其应用需求双向互动与协同演进的结果.元宇宙时代新的技术将为数字广告的演进提供新的行动可能,重新激发行动者们在计算技术范式下逐渐丧失的创新动力,传播的场景化、运作的高度智能一体化、效果的沉浸化,将成为元宇宙技术可供下数字广告发展演进的三大重要面向,广告业也将由此进入一个新一轮的技术创新与技术革命的时代.

Viewed from theoretical perspective of technology affordance,the 30-year development of digital advertising,from the initial evolution in the age of network and digital technology to major breakthrough in big data computing technolo-gy,and from simple Internet translation of traditional media advertising to disruptive innovation,is the result of two-way in-teraction and collaborative evolution between technology affordance and actors'perception of technology affordance and re-quirements of application.The new technology in the era of metaverse will provide new action possibilities for the new evolu-tion of digital advertising,and rekindle the innovation power gradually lost by actors under the paradigm of computing tech-nology.The scene of communication,the highly itlligent integration of operation and the immersion of effect will be impor-tant trends for the development and evolution of digital advertising under the metaverse technology,hence,advertising in-dustry will enter a new era of technological innovation and revolution.