Research On Native Advertising From The View Of Big Data

With the big data flood sweeping across all over the world,the effect of traditional Internet advertising is increasingly low as the audience's media literacy continuing to improve.Advertising industry is in urgent need of a new form of advertisement to break through the shackles in order to achieve new development.Thus,the native advertising came into being.Depending on the perfect fusion of the media context,the value information output and the non-destructive original experience,native advertising makes traditional Internet advertising be cast into the shade,especially in the detailed and sustained impact on communication effect.From the perspective of big data,native advertising mainly shows the original visual presentation,the invisibility of valuable information,the fission of information sharing and the fragmentation of user demand based on the "Uses and Gratifications"and "The Cultivation Theory".Compared with traditional advertising,native advertising has realized the transformation of the product or brand to the data,random sampling analysis to massive data analysis,causal relation to correlation,vague to precision in the era of big data.Based on 5W model,native advertising has realized brand-dominated communication and self-communication.Also,based on the precise choice of communication,it has realized information output without advertising traces and the fission during different circles.The effect of the native advertising can also be more accuracy,deep,cultivated.All above make native advertising outshine others in the advertising market competition at the present stage.However,as a new form of advertising,native advertising inevitably exists some problems in the rapid development process,which impedes the further development of native advertising.In the native advertising communication,the disseminator often ignores the independence of the media because of the temptation of commercial interests,which makes them turn a blind eye to the ethical deception caused by invisible content.Meanwhile,the high cost of customized content also makes native advertising lack of large-scale.The conflict of precision and privacy has became a problem as well as the deficiency of detailed and persistent evaluation system in the process of native advertising.According to the problems native advertising faced with,first of all,the disseminator should keep their neutrality and weigh the proportion of native advertising and content along with the change from ethical deception to a good choice.Secondly,native advertising must realize differential integration to make the communication channels more large-scale.Meanwhile,the update of evaluation method and optimization of evaluation system should be established in the double balance of self-discipline and heteronomy.Finally,the development and prosperity of native advertising and the healthy,orderly and stable development of Internet advertising market would be promoted in the era of big data.