Across The Screen Advertisement Marketing In The Multi-screen Era

With the development of science and technology of the times, more and larger-screen and small-screen come into our lives. Multi-screen technology is gradually to become a trend, to make the entire media structure and the pattern of qualitative change occurs, in the end it make the propagation of media forms and habits and so to be an impact on the audience. Audiences get Information from a variety of screen television screens, mobile phone screens, computer screens, building screens, PAD screen, outdoor LED screen, the screen bus, subway screens, and movie screens every day. Media structure and the habits of audiences who get the information have begun to have dramatically changed. Traditional media audiences gradually began to be diverted to various other media and show a fragmented situation. Dual or even multi-screen media use has been everywhere, multi-screen media use has become a trend. Under environment of multi-screen, the large audience loyalty of traditional media began to decline, the attention of the audience are competing by a variety of media. Thus, scholars have pointed out that the audience "concern" has become one of the most precious resources of media operations. In this era of multi-screen, select the position of the audience increasing, boring missions can no longer attract the audience’s attention. Audience presents show a "fragmentation" trend, so the dissemination of information on the first state to fully understand the life-like audience, accurate identification, and full around toward the audience, and on effective communication point with the audience reach and effective way to communicate effectively forming a channel of communication. Advertisers have also been deeply impressed by the changes of the current media environment and consumer behavior, they desperately want to adjust the current spread combined with strategies to improve the effectiveness and efficiency of integrated communication. The current focus of broadcast advertising from the traditional TV media are increasingly turning to the internet and mobile media, Internet media, spread across the screen format has been formed gradually. Fragmentation of media and interactive technology unbounded become an irreversible trend of the world, the television media, online video and mobile video industry has also started a new big change, traditional television, mobile video and online video merging three-screen sharing information. The digital network technology matures gradually began background media integration, removal out of traditional media has always operated media division wall between the media to complement each other, so the media to get their own advantages to maximize the form of information dissemination comprehensive utilization of resources new model. Cross-screen advertising marketing produces in the backgrounds of transform of big data and resource based of technology mixing together, which makes the kinds of media cover more diversify, and technology more excellent, and the experience of user more interesting, rich and fast. Under the big environment of many screen times, Chinese advertising agents are transferring to the strategy of many screens mixing together strongly. The continue increasing of promotes more and more advertising agents raise new request for the mixing effect of video advertisement. How to optimize the strategy of composing and putting in to make mixing spreading, in order to make sure the media’s covering rate and reach rate, and increasing the touch points of media and consumers, and winning a good price of media resources, has become a core business issue of Media Communications Company.