Strategy Precision-targeted Delivery Of Ai Advertisement Of Douyin Short Video

Advertising is a very critical step in advertising campaigns.In recent years,with the development of artificial intelligence,the combination of artificial intelligence and advertising has become closer and closer,which has had a profound impact on the connotation,method,and validity of advertising.The traditional advertisements that have been used daily have quietly become intelligent.Ads are delivered accurately.Based on the current status of the domestic advertising market,the author comprehensively analyzes and evaluates and finds that the Douyin APP has developed strongly in the Chinese market in recent years.Platform users have continuously transformed into real and potential consumers,and its advertising model has attracted advertisers ' For the sake of vision,the smart advertisement of Douyin short video was selected as the specific research object.From the perspective of communication,this article uses the value theory of advertising and the 4I theory of network integrated marketing,and adopts research methods such as literature analysis,comparative analysis,and case analysis to explore the relationship between advertising and audience.First,it comprehensively summarizes the overall definition,characteristics,decision-making operation procedures and development status of smart advertising,and describes the five kinds of open-screen ads,single-page information flow ads,native information flow ads,Topview ads,and search page ads currently owned by Douyin.Different types of advertising.For the analysis of the advertising strategy of Douyin,Douyin makes full use of the information flow real-time bidding,tagging orientation,targeted delivery and advertisers' independent delivery.Based on the theory as the analysis framework in the advertising strategy and advantage analysis,through case analysis method,combined with the classic case of Douyin intelligent advertising,it discusses its audience based on interactivity,immediacy,target recognition,audience personalization and behavior-oriented Precise delivery strategy.And compare the Douyin ads with the ads of Kuaishou and WeChat Moments,and conclude that there are some problems with the precise delivery strategy of the Douyin short video smart ads.These problems at different stages have an impact on the evaluation of advertising in the audience's instinct physiology,psychology,theory and concept,activity and practice level.Therefore,this paper proposes that,based on the cooperation with the previousalgorithm,advertising needs to further improve the audience's information,comfort,social and entertainment value,and reflects the value of social civilization.Make improvements from the combination level,data level,coordination level,creative level,and optimization level.At the combination level,the combination of user increment,automatic expansion and system optimization is used to integrate the delivery strategy and adjust the delivery method according to the degree of matching of the advertisement to the user.At the data level,smarter technologies are used to build clearer user portraits,allow advertisements to be directed to more accurate target consumers,and track consumers 'real-time data.What 's more important is to seize the critical moments of user needs and pursue“ precision guidance ” service.At the coordination level,it is necessary to adjust the delivery frequency and establish a communication feedback mechanism to attack the sidelines,so that the platform and users can independently reduce the "disturb" and strengthen the manifestation of humanistic care.The creative level is reflected in the content and form of the launch,more attention is paid to the innovation of form presentation and content expression,and further customization of advertising is provided.At the optimization level,we must pay attention to purify the advertising ecology of the platform,strictly control the delivery,and improve the supervision and complaint mechanism.To increase the value of advertising.