"Information flow advertising" is a chameleon?

Recently, the commercialization of the circle of friends, so that "information flow advertising" is highly concerned. However, the market uses "relevance" to describe its characteristics as inaccurate. In essence, information flow advertising is the simulation of the reading environment, so that they are hidden in the user's reading experience and not easily recognized by the user at the first time. This advantage can help the advertisement to capture the user's attention more easily. In this way, the information flow ads are somewhat "chameleon" meaning, seems to be born for the bad advertising environment.

In an excessively commercialized market, the user's tolerance to the advertisement is decreasing, and the advertisement form change is limited, more and more easy to be seen by the user, often will eliminate in the reading target, lead to the attention that the advertisement can obtain to descend greatly, this is the reason of the advertisement industry decline, is also the background that the information flow advertisement is

Thus, the traditional form of advertising, which dominates the whole market, is very fragile, and there is a great chance that the user is excluded from reading. Information flow advertising "into the flow of information, as a part of the read", is aimed at the increasingly bad advertising environment to make changes. In order to further improve the simulation degree, based on the user behavior data analysis, the information flow advertisement has the characteristic which conforms to the user needs, attempts to turn the advertisement into the content.

Therefore, the information flow advertisement not only strives to make oneself "mimicry", becomes the user to read the object part, also attempts to provide the value for the user. This feature may be able to account for the entire Internet 80% of the long tail flow, to bring a more reasonable way to commercialize the solution.

As we all know, the internet era, "words and pictures," the low threshold of the pan-socialized production, is making us face a deluge of information and the content of cluttered reading environment, and this environment caused by the flow of waste water and long tail, began to restrict the development of the entire reading industry.

Whether it is a social product advertising dilemma, from the media to the present, or paper media and traditional network media recession, can be seen as the information flow media in the face of the deterioration of the overall reading environment and the consequences. The timely emergence of information flow advertising may be an opportunity. Facebook's performance is a good example.

China's micro-trust friends Circle, Micro-Bo as the representative of the information flow products, but also began to make a positive attempt, should be the reading industry on the right track of the beginning, this trend, with the involvement of micro-letter, has been largely formed.

For example, Twitter has recently opened a stream of information ads to a large v user, sinking it to the user level, which, unsurprisingly, has strategic implications for social products such as microblogs.

The reason is that "information flow" as the content of microblogging products, in theory, information flow ads can enter at all levels, not only the reading experience of the destruction of the smallest, but also unlimited capacity. This is a great boon for social products that once focused on advertising to show up. Liu June, Lenovo's executive vice president, also made the first Test of water when Motorola returned to China, which is said to be doing well.

In fact, in recent years, "programmed purchase" is also to solve the problem, through the intensive cultivation of each flow, the most likely to improve the rate of change. However, the programmatic purchase is not perfect at present, one of the biggest problems is that even if the accuracy of the case, terminal advertising is to show the main advertising, and advertising this form, because it is forced to plug into the type, will have serious damage to the content.

Therefore, the user sees the basic can immediately identify "This is the advertisement", the psychological level will subconsciously eliminate. As a result, users may often skip the ad directly during the reading process. At the same time, reading itself is a continuous behavior, in this process, the user's attention is basically attracted by the content, in general, the more quality of content, the less the likelihood of distraction.

Forced into the display ads, this is to try to disrupt this continuous reading, the user's attention, from content to advertising. In this case, it is not particularly high that the user abandons the content and instead reads a message that has been identified by itself as an advertisement.

Therefore, the programmatic purchase of the business logic, although very high, but the terminal "display bit" this way, the user's attention to obtain efficiency, but is inefficient.

The information flow advertisement simulates the reading environment and content, which brings the opportunity to make up for the short board, reduces the user's recognition to the advertisement as far as possible, and makes the user read the content psychology to see the advertisement. Of course, this is not a reading trap, and is not playing the cover of content to deceive users, if the accuracy of data analysis can be achieved, advertising information is actually completely can match the needs of users.

In this case, the advertisement is the content. If the theory of logic to carry out the operation, information flow advertising can not only achieve the advertising target, but also to complete the user reading purposes. In order to completely solve the decades of users of the serious rejection of advertising psychology, bringing the advertising industry again prosperity.

However, compared to traditional advertising, based on large data flow ads, although there is a good degree of precision, there is still a large error rate. This micro-letter friend Circle of advertising can be clearly seen, Mercedes-Benz, Audi consumers, and constantly received vivo and Coca-Cola information, but only to let BMW absent, how much a little bit of the truth smile is not. But flaws.