元宇宙背景下中国数字广告出海的战略选择

Strategic Choices for Chinese Digital Advertisings to Go Global in the Metaverse Era

全球数字广告市场进入低速增长期,原因在于技术所释放的经济潜能基本上达到了增长极限,数字广告享受技术所带来的红利已经见顶。因此,全球数字广告需要一轮新的技术创新来激发新的发展潜能和开辟新的发展空间,而元宇宙正好具备了这种技术可供:基于新的网络与交互技术可供的场景化和沉浸式传播,以及基于新的计算与人工智能技术可供的高度智能化传播。正是意识到元宇宙对未来的重要意义,全球互联网巨头纷纷加紧了元宇宙的生态布局。就中国而言,要深刻认识到数字广告出海并不是地理意义上的走出国门和走向世界,而是要抢占全球互联网空间的高地。为此,中国数字广告出海应构建短视频广告、电商广告和游戏广告的业态矩阵,并采取国内商业模式复制与国外本土化运营相结合的出海模式。策略上,通过技术与创意的双核驱动来实现成功出海。

The global digital advertising market has entered a period of low-speed growth due to the fact that the economic potential released by technology has basically reached its growth limit,and digital advertising has already enjoyed the dividends brought by technology.Therefore,global digital advertising needs a new round of technological innovation to stimulate new development potential and open up new development space.The metaverse happens to have this technology available:scenario based and immersive dissemination based on new network and interaction technologies,and highly intelligent dissemination based on new computing and artificial intelligence technologies.Realizing the importance of the metauniverse for the future,global Internet giants have stepped up the ecological layout of the metauniverse.As far as China is concerned,it is necessary to deeply realize that digital advertising is not going out of the country and into the world in a geographical sense,but to seize the highland of global Internet space.To this end,China's digital advertising should establish a matrix of formats for short video advertising,e-commerce advertising,and game advertising when going global,and adopt a combination of domestic business model replication and localized operation abroad.Strategically,we advocate achieving successful overseas expansion through a dual core drive of technology and creativity.