智能推荐型网络视频广告研究

Research on Intelligent Recommended Network Video Advertising

新媒体时代,原有的广告模式已不能满足时代的需求:传统媒体广告无法科学判断广告预算规模及投放方向,普通网络广告不能满足用户的个性化需求。随着大数据与人工智能技术的快速发展,智能推荐型网络视频广告应运而生。智能推荐型网络视频广告是通过大数据和个性化推荐技术实现信息传播格局从"搜索满足"进阶到"推荐满足"的新型广告形态,本质上促成广告主与用户的"连接智变"。在视频电商的推动下,智能推荐型广告行业发展应始终坚定守望"开放、共享、人本"的时代价值,沿着"内容(即店铺)+平台(即渠道)+数据(即价值)"的方向迈进。

In the new media era, the original ad model can no longer meet the needs of times: traditional media advertising cannot predict the size and direction of advertising budgetscientifically, and ordinary online advertising cannot meet the personalized needs of users. The rapid development of big data and artificial intelligence technology emerges intelligent recommended network video advertising. Intelligent recommended online video advertisement is a new advertising form that realizes information dissemination pattern from 'search satisfaction' to 'recommendation satisfaction'which is based on big data and personalized recommendation technology.Itspeeds upthe 'connection intelligence' between advertisers and users. Under the promotion of video e-commerce, the intelligent recommended advertisingdevelopment should stick to the value of 'open, sharing, people-oriented' era, and to the further direction of 'content(i.e.store) +platform(i.e. channel) +data(i.e. value)'.