Research On The Communication Strategy Of Native Advertising In "Great Escape"

In the current new media pattern,the native advertising based on the accurate delivery of audience data and integration into the environment has made rapid development,and has been widely recognized in the advertising industry with its high scene integration,strong interactive participation and protection of audience experience.In recent years,the native advertising has appeared in various types of media many times,and the research on variety shows a growing trend.In this paper,mango TV launched in 2019 the first domestic mystery solving escape reality show "Great Escape" of the native advertising as the main research object to explore its communication strategy,hoping to understand the development of our country's variety show built-in original advertising and future progress space.Through literature research,case analysis and logical deduction,this paper studies the problems of scene insight,scene linking,scene service and scene tracking under the support of media scene theory.The research focus of this paper is on the communication strategy of the native advertisement of "Great Escape",which involves the content production strategy of deeply integrating the advertisement content into the scene under the help of scene insight;the high matching content precise adaptation scenario under the guidance of scene link and the media delivery strategy of multi-dimensional field aggregation;the seamless embedding and uninterrupted intersection under the promotion of scene service The interactive strategy of flow;the audience experience strategy of scene tracking to improve the effect.Based on the analysis of the communication strategy of the program's native advertisement,the author thinks that the existing scene insight has infringed on the audience,is limited by the style and matching in the scene link,is difficult to grasp the depth of communication with the audience in the scene service,and is easy to cause its antipathy,and there is a gap between the prediction effect and the actual situation in the scene tracking,as well as a lack of information about the bullet screen Time.In view of the above problems,the author proposes to mark the native advertisements in the program,establish an effectivemechanism for audience data protection,assume the corresponding social responsibility,adhere to the position of gatekeeper,timely optimize and organize professionals to observe the barrage information in real time according to the audience scene feedback,and improve the scientificity of the prediction.