Research On H5 Advertising Communication Strategy From The Perspective Of Audience

In recent years,with the rapid development of the Internet and the maturity of mobile web technologies,new media advertisements represented by H5 advertisements have shown a prosperous situation.Especially after 2016,H5 advertising has gradually occupied an important position in Internet advertising with its unique advantages;H5 technology not only represents a novel standard language for describing web pages,but also gives news and advertisements.The new way of communication has brought a new perspective to the exploration and research of the development of the advertising industry with new extensional meaning.But inevitably,the development and problems of H5 advertising coexist,and the problems of outdated style and serious homogenization are becoming more and more prominent.Therefore,understanding the communication strategy and skills of H5 from the perspective of the audience is very important for the development of H5 advertising.As an emerging new media advertisement,H5 advertising has outstanding research value.However,the research on H5 advertising is still scattered.At the same time,few scholars discuss and research the communication strategy of H5 advertising from the perspective of audience.This paper starts from the perspective of H5 advertising audience,takes communication strategy research as the core,and summarizes the user's preference,attitude and basic appeal to H5 advertising through the analysis of user communication needs.According to the questionnaire survey,the problems encountered in the development of H5 advertising are summarized: the homogenization phenomenon is serious;it is difficult to be independent depending on the social platform;the user experience is ignored;the user conversion rate is low.Combined with the results of the questionnaire,a targeted solution to these problems is proposed: in terms of disseminating content,content should be close to users,avoid excessive entertainment,and at the same time,explore cultural connotations,innovate advertising content and expressions,and emphasize the value orientation of advertising content.In terms of multimedia communication,it is necessary to establish a platform for its own communication,deepen the dissemination of content,and improve the spiritual standards of H5 advertising.Interms of controlling the psychological needs of the audience,it is necessary to start the user's communication needs and create personalized communication content for the users.In terms of advertising effect control,brand attitude,advertising attitude and consumption intention should be taken as three dimensions to measure H5 advertising.At the same time,H5 advertising content needs to locate user psychology,innovate expressions,explore cultural connotation,and pay attention to value orientation.