新媒体时代短视频广告的传播逻辑与优化策略

The Communication Logic and Optimization Strategy of Short Video Advertisements in the New Media Era

短视频广告在用户流量与大数据算法推荐的支持下,逐渐形成了新型的信息传播逻辑,并成为广告商与品牌商为之青睐的广告形式。短视频广告虽然兼具市场、内容、技术、平台等思维传播逻辑,然而由于存在大数据杀熟、内容雷同、算法垄断、海量信息轰炸等问题,导致其传播空间还不够广泛和宽阔。所以在新媒体时代,应从市场规范、内容创新、技术升级、平台管控等角度入手,确保短视频广告的高效传播与规范,提升短视频广告的商业价值。

With the support of user traffic and big data algorithm recommendation,short video advertisements have gradually formed a new type of information dissemination logic,and have become an advertising form favored by advertisers and brands.Although short video advertisements have both market,content,technology,platform and other thinking and communication logic,due to the problems of big data killing,content similarity,algorithm monopoly,and massive information bombardment,their communication space is not wide enough and wide.Therefore,in the new media era,we should start from the perspectives of market regulation,content innovation,technology upgrade,and platform control to ensure the efficient dissemination and regulation of short video advertisements and enhance the commercial value of short video advertisements.