Research On Advertising Strategies Based On Big Data

Advertising inputting is the most critical link in an entire advertising campaign.At present,big data technology is widely used in advertising,which has a disruptive impact on the content,flow and strategy of advertising.Big data has spawned new advertising trading platforms,new market players emerged,and the ecology of the entire industry has changed.Big data advertising is based on audience data,and data mining technology is used to ensure personalized and accurate communication for target audiences.This article uses interviews,surveys,observations and other methods to deeply analyze the existing problems in the areas of audience positioning,media selection and composition,media purchase,and effect monitoring.Drawing on the experience of putting big data advertising trading platforms at home and abroad,we put forward optimization countermeasures.In terms of audience positioning,this paper proposes that multi-dimension collection of audience data should be used for user portraits,to restore the audience's life trajectory,to gain insight into the needs of the audience,and to grasp the audience's comprehensive information through multivariate orientation.In terms of media selection and composition,this paper proposes that the media audience and advertisement audience should be matched.It is necessary to consider personalization,but also to diversify and combine,select the media scientifically,and reasonably combine the media,and combine the audience's scenes to achieve accurate exposure,seamless coverage,and no interference.In terms of media purchase,this paper proposes that the media purchase criteria should be based on the ratio of advertising input to output,according to advertising input and output big data,scientific purchase decisions,through the value of long tail media resources,pay attention to the value of the contribution of key audiences,improve the advertising position and time purchasing efficiency and cost-effectiveness.In the aspect of advertising effectiveness monitoring,this paper proposes the entire process of running cost evaluation and effect measurement,and real-time feedback of real-time effect data of advertisement placement.Adjust the media type and quantity of advertisements in due course to improve the effectiveness of the delivery.This article analyzes the techniques and rules of big data ad serving to help advertisers target audiences more accurately when they run ads,use media more efficiently,and monitor results more accurately.