The Targeted Advertising Based On Location Based Sevice Communication Model Study

The development of internet economy and the extensive use of technologies such as Big data?Internet of things?Cloud computing and so on are making a huge difference of Techno-Economic Paradigm.Applying of new technologies improve the efficiency of advertising;at the same time,accelerate the technological innovation and the convergence of the technology and industry.The operations of advertisement based on new technologies are booming,at the same time,Programmatic Buying?Scene marketing?Location based application program and so many concepts are talking by more and more people.Research on current targeted advertising have affirmed the improvement of efficiency and the positive impact of new technologies.Under this promise,this paper trying to explain the improvement of advertising efficiency from the aspect of construction of information transmission's process and the intersubjective relationship of this process.By studying on literature and carding the state of LBS targeted advertising?analyze its characteristic,this paper establish communication model of LBS targeted advertising.The targeted advertising based on location and people's online behavior could make passive "audience" become active "users",get result more quickly;and function as an announcer.On account of Technology-Driven?change of reading demand and the internal requirement of advertising development,the trends of advertising is targeted and real time based on predicting of consumer's need.On this basis,the communication process of advertising based on location became a complex system,intersubjective relationship of this process is becoming change from control to binding.Location Based Service complement the dimensions of consumer information,Which more important is that it provides the key to understand the consumer scene.Because of the data of location?track of behavior and online behavior,Advertising services could predict the trend of consumer behavior,get their consuming demands.The date?demand and ads operation all can be accomplished on advertising platform.Accurately message routing is not the end of advertising campaign,the expanding of advertising's influence depend on user experience and the secondary transmission.In this process,"audience" become active"users",media resources are not any more constraint of advertising campaign;at the same time,power of control distract in every subject,which join up and collaborative creating value.The pattern talked above is under an ideal state.right now,the LBS targeted advertising is facing many obstructive factors.Based on the pattern above and the enlightenment of MOMO,this paper propound some suggestions.From the aspect of content,we could reinforce the ability of scene perception to improve matching rate.From the aspect of modality,we should respect users and reduce the disturbance to users.At the same time,industry of advertising should increase awareness of openness and sharing,focus on creating pools of foundational datas and technology.At last but not least,the paper mention the minds of solution on dilemma(such as protection of privacy and data sharing)-technological innovation and institutionalization.The prediction of solutions above is technological neutralization,which have faith in it is people themselves who bring the result of technological innovation.