摘要
现阶段,大数据已成为广告行业的重要推动力。新媒体广告依托多屏传播的渠道优势实现爆发式增长,而传统媒体广告则面临增长乏力的发展困局。数据驱动的精准传播作为广告行业发展的主要趋势,迫切需要传统媒体借助大数据技术,实现从内容设计到传播策略的全面升级。基于此,文章首先阐述了大数据对传统媒体广告产生的冲击,其次详细分析了大数据环境下传统媒体广告创新存在的主要问题,最后提出大数据环境下传统媒体广告的优化创新策略,旨在提高传统媒体广告的影响力。
At present,big data has become an important driving force in the advertising industry.New media advertising has rapidly e-merged with the advantage of multi screen dissemination,while the development of traditional media advertising has fallen into a bottleneck.As the main trend in the development of the advertising industry,data-driven precision communication requires traditional media to urgent-ly rely on big data technology to achieve a comprehensive upgrade from content design to communication strategy.Based on this,this articlefirst elaborates on the impact of big data on traditional media advertising,then analyzes in detail the main problems of innovation in tradi-tional media advertising in the big data environment,and finally proposes optimization and innovation strategies for traditional media adver-tising in the big data environment,aiming to improve the advertising influence of traditional media.
作者
谢英
Xie Ying(Guangxi Daily,Nanning,Guangxi,530026)
出处
《市场周刊》
2025年第22期74-77,共4页
Market Weekly
关键词
大数据
传统媒体
广告创新
优化策略
big data
traditional media
advertising innovation
optimization strategies
