A Preliminary Study On The Mobile Native Advertising’s Creative Principles

In recent years, the rapid development of mobile Internet and the wide popularity of intelligent terminal equipment have a huge impact on people’s life style.Mobile Phone as the "fifth media", its value is gradually being taken seriously.Mobile Internet advertising is the combination of the traditional Internet advertising and mobile terminals, and it is becoming more and more popular. At present, the native form of mobile Internet advertising has become the new forces. Native advertising have been closely watched from the start, the relationship between native advertising and the media is harmonious.Mobile native advertising is the combination of the mobile Internet and native advertising. As a new form of advertising, mobile native advertising has brought a lot of benefits and endless creativity to advertisers, advertising media and consumers.This paper’s research methods are observation method, literature research, and case analysis. This article focuses on the mobile native advertising and analyzes the concept, category and the theoretical basis of mobile native advertising. And then,discusses its creative principle and cases. This paper presents the concept of mobile native advertising: valuable content, the user experience first, highly integration with advertising media. Then this paper analyzes the mobile native advertising creativetheoretical basis: Content Marketing, Media Ecology, Use and Gratifications Approach. And discusses the creative principles of mobile native advertising:valuable advertising content, scene display, and interaction, Intelligent. Finally, this paper analyzes the big idea of WeChat ads and Youdao dictionary, and then discusses the mobile native advertising communication strategy.