Research On Native Advertising In Variety Shows

Under the new media environment,mobile Internet is improving dramatically,and the information overload has become a common social phenomenon,the progress of network technology is constantly changing the reading habits of the audience,user acceptance threshold for advertising is continuously improved,the old picture,Popups and other forms of advertising constantly destroy the user's experience and arouse their dissatisfaction with advertising brand.In recent years,the number of users using AD blocking software is not in the minority.And the number of online video paid users is increaing,which cause The number of ads drops,the traditional advertising and ideas are difficult to reach the original goal and the effect.In the face of new challenges,how to grasp the good brand,the relations between media and audience,become a key problem,and in such a case,native advertising arises at the historic moment.Native advertising is a new advertising concept in the spread of new media.Especially,native advertising in the variery shows is developing rapidly in recent years.The pursuit for more entertaining and funny contents by audience is increasing,which makes advertisers begin to focus on variety shows.Native advertising in variety shows is not only rich and varied in forms,but it centers on user experience.On the content,it alleviates the psychological repellence of audience for advertising by interesting and personalized ideas.Meanwhile,high correlation between advertisement forms and contents largely improves audience'acceptance.In this paper,on the basis of the research status on domestic native advertising,the forms of native advertising in variety shows are studied by collecting a large number of domestic variety show in the original advertising as case analysis.At thesame time the questionnaire survey is conducted to investigate the acceptability of the audience,According to the conclusions reached,put forward the problems existing in the native advertising of variety shows and the corresponding improvement measures.It is hoped that it will have practical significance to enhance the audience's cognition and media literacy of native advertising,and arouse some thoughts on the actual application of native advertising.The full text is divided into four parts.The first part is mainly about the origin,development status,classification and advantages of native advertising.The second part mainly summarizes the forms of native advertisement in variety shows,and highlights its advantages.The third part mainly analyzes the existing problems based on the questionnaire survey of set of conclusions,puts forward the variety show native advertising the existing shortcomings.The fourth part puts forward the corresponding improvement strategy.Variety show native advertising is growing,and it offers a new model for brand promotion in the future.With the further development of media technology,originality and performance forms of variety show native advertising will also be more diversified.But at the same time,it should be noted that variety show native advertising still face some challenges in its development,such as the regulation of advertising,advertising effectiveness evaluation,user privacy issues and problems such as difficult to scale.These problems also needs to be further explored and solved on the basis of experience accumulation and research methods.