Research On Evolution Of Advertising Development Under The Digital Technology

Technology innovation is one of the major driving forces of social development. With continuous improvement of digital technology, digital media is likely to change according to this. This thesis is in order of digital technology, digital media and digital advertisement. First of all, taking development and changes of digital media, in the background of digital technology as the premise of advertisement development and changes research, this thesis illustrates the mutual relationship among technology, society and media, and points out the driving force of technique to society and media. Later, in accordance with the trace of digital technology development, this thesis summarizes the development of digital media as Web1.0, Web2.0and search engine to data mining. It also believes that in the time of Web1.0, based on mass data storage and transmission, and hyperlink technology of Internet, digital media will break the restrictions of traditional media data capacity and utilization of media. Multiple information channels, abundant information, and information search technology of Internet largely decreased the information search cost of receptors and information imbalance of traditional media transmission. In time of Web2.0, the interactive information transmission and participation of information transmission receptors make instant sharing of receptors'experience and multiple interaction between passer and receptor possible. With the broad application of search engine and increasing maturity of data mining and analysis technology, the enormous Internet data base and powerful background analysis technology make accurate transmission and matching possible.Under the driving force of digital technology, advertisements are continuously developing and changing, with the evolution of its patterns adhering to Darwin's evolution theory of heredity, variation, change rules and logical routes, its concepts evolution requiring new cognition of advertisements survival form and function, which is extensive-form and informatization and high-level returning of total information informing function of advertisements, and its industry presenting the tendency of platform and integration.During the process of advertisements transmission and evolution in the multiple platform of Internet, due to the driving of digital compression technology and hyperlink, the media breaks the restriction of time, space, and transmission capacity, and overcomes the defects of one-way linear transmission of traditional advertisements. Also, the forms of advertisements are diversified, presenting the process of advertisements forms from heredity to variation and disintegration. The integration of information flow and material flow in the platform confirms the tendency of advertisements platform integration, which realizes the ideal state of integration from marketing to transmission. Search engine, despite of bringing the changes of advertisement profits and operation modes, breaks the cored position of web portals, attracts a number of page views, builds a solid foundation for the construction of professional database, realizes accurate matching of advertisements and greatly enhances the efforts of advertisement transmission. What's more, the coming of Big Data Era subverts traditional modes of advertisements management and operation, establishing advertisements decision mode on the basis of whole-sample market survey like the emergence of consultant service companies based on data mining and analysis, and institutions aiming at helping companies in brand promotion and offering solutions.The process of advertisements transmission, development and evolution speaks volume for the decisive position of technology in current social economic development and fundamental force of digital technology in the evolution of digital advertisements.