定制广告:传统电视的“逆袭”
何白
厦门大学新闻传播学院
Abstract: <正>如今,在互联网平台,行为定向网络广告大行其道。网络服务商凭借大数据的驱动,利用网络追踪技术(如Cookies)搜集用户信息,进行整理分类,再根据用户特质和广告投放需求,向不同类别的用户发送内容不同的"一对一"式的广告。这种个性化定制广告,正成为互联网广告的核心优势。"定制"与"推送"是网络定向广告的两个核心关键词。而在电视传媒领域,同样基于这两个关键词的广告形态也已悄然出现。在追求双向互动与精准传播的需求动力下,电视定制广告(Tailored TV Advertising)应运而生。
- DOI:
10.15997/j.cnki.qnjz.2014.32.060
- Series:
- Subject:
- Classification Code:
F713.8
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