Research On The Characteristics And Problems Of Brand Communication In The Context Of Digital Advertising

The rapid development of digital technology and digital products has brought significant changes to people's life.Brand communication which through digital communication channels has become the first choice for enterprises.It makes traditional advertising gradually fade,and digital advertising grows against the trend.The rise of digital media has made the digital advertising market develop rapidly.China has become one of the largest digital advertising market in the world.However,due to the large population base,the cost of per capita digital advertising in China is much lower than in Western countries,and the digital advertising market still has huge space and potential to be developed.Unlike traditional advertising,digital media,programmatic trading platforms,and big data are the important components of digital advertising.Mobility,video or short video,and artificial intelligence are the main directions for the development of digital advertising in the future.Relying on the application of media digitization and big data technology,digital advertising can achieve the precise position of the target audience,and regard content as the core,deliver the concept of brand service,integrate multiple media resources,and accurately evaluate the effect,it is expected to help advertisers find wasted advertising costs.Brand communication has the following new features in the context of digital advertising:Digital technology has become an important part of the entire communication process,which has greatly enriched the brand communication and upgraded the brand advertising;Brand communication is no longer aimed at wide coverage.The mode of transmission has changed from one-way to two-way,and the audience has also changed from passive acceptance to active participation;Programmatic buying has become the main transaction mode of digital advertising,which has greatly improved the efficiency of advertisement purchase.Brands can directly purchase “audience resources” instead of media resources.You can also flexibly set the orientation method according to the delivery requirements;the brand enhances the reception of advertising information through scene-based communication,captures the user's attention with personalized content,and enhances the brand affinity through interactive presentation methods,which play an important role in promoting brand communication effect.However,in the digital development process,the disadvantages of various industrial chains gradually appear.The complex digital advertising industry environment leads to the lack of brand communication transparency,the opacity of network traffic,data,and advertising,disrupts the industry competition order,and increases the difficulty of data integration,causes serious advertisers trust crisis;programmatic buying transaction mode neglects media environment and content review,poses a threat to brand safety,unsafe advertising environment and inappropriate media content may destroy a good brand image at any time.In the background of pay-per-view payment as a mainstream settlement method,advertisers have to pay for a large number of low-visibility and even invisible exposures,resulting in a far-reaching difference between the brand's actual communication effect and the expected effect,and a large amount of advertising budget is wasted.In the face of these brand communication problems,advertisers gradually lost confidence in the digital advertising industry and began to question the effectiveness of digital advertising.Today's digital advertising industry has stepped into the buyer's market,to solve the problems of brand communication under the context of digital advertising,which is of great significance for the increasingly serious advertisers trust crisis.The author analyzes the current status of the digital advertising industry and the new characteristics of brand communication under the digital context.It is believed that the lack of transparency,the threat to brand safety,and the low visibility of advertising are the main issues of brand communication.In response to the above issues,it is proposed to build a transparent brand communication environment,strengthen the control of the advertising environment,unified visible verification standards and other more effective measures to promote the development of digital advertising,and reshape advertisers' confidence in the digital advertising industry.