| With the advent of the era of big data, advertising industry is facing more opportunities and challenges. On January 23,2015, advertisement of Wechat moments has been launched, and then caught the attention and fierce debate of the users and the industry. Prior to this, weibo, renren and some other social software also introduced the news feed ads, but caused such a wide-ranging discussion is never appeared.Domestic research on news feed ads is less, the study of Wechat also mainly concentrated in safe way, marketing, communication and education, etc., in this paper, on the basis of previous studies, in news feed ads of Wechat moments as the research object, this paper uses the literature analysis, case analysis and questionnaire survey methods, in case to have an in-depth analysis and research of Wechat moments news feed ads, in order to put forward constructive countermeasures and suggestions for the future development of Wechat moments news feed ads.One of the new media, Wechat, has years of user accumulation, and has collected huge amounts of data of users, then, the ads of Wechat moments uses news feed ads model, its team to feed mode, in focusing on the user experience under the premise of creating Wechat moments advertising. Thus achieving cash flow, which is one of the focus of the new situation and hot spots.The first flow of Wechat moments ads took the form of the combination of graphic links, then small online video ads was released. In the case of increasing audience and advertisers, the ad serving end of Wechat news feed ads has been opened full amount. The development of Wechat moments news feed ads is becoming faster and faster, on the other hand, there are more and more problems and challenges of it. At the same time, it is also a valuable research topic.This paper through to the present situation, characteristics and audience analysis of news feed ads, combined with the results of the analysis and relevant cases, the news feed ads of Wechat moments has carried on the swot analysis, found the news feed ads of Wechat moments exist many problems, such as advertisers try to influence, social security, user privacy, spread effect is difficult to measure has been questioned.Aiming at the problem of the study found that, in line with the principle to solve the problem, put forward the development strategy of news feed ads:first of all, push the advertisement to the conversation, concern topic is bound to cause the audience attention, thus increasing advertising exposure; Second, improve on the precision of different user demand for advertising, according to the different types of users, more accurate ads, will reach a good propaganda effect; In addition, Wechat should attach great importance to the refining of H5 interface advertising information content, in case to increase the likelihood of further who browse; Finally, it should be consciously to social media advertising user psychology, which makes users are more likely to accept advertising information flow, thus to achieve better communication effect. |
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