从电梯间到实时竞价——论信息爆炸时代的广告媒介变迁

• 作 者: 王瑾
• 机 构: 四川大学文学与新闻学院,
• 出 处: 青春岁月
• 发表日期: 2014年23期
• 关键词: 广告媒介 互联网广告 信息爆炸 分众广告 RTB 技术决定论 电梯间 广告位 达率 现代信息产业

这是一个信息爆炸的时代,从本世纪初的分众广告到现今大热的RTB实时竞价广告,无一不是时代的产物,是革命性的媒介解决方案。它们通过对受众的精准化定位将广告到达率最大化,这意味着主流的“广而告之”模式正被新兴的“窄告”模式所取代。然而,广告从来都是艺术与科学博弈后的产物,始终无法为其扣上“技术决定论”的帽子。因此,我们在为RTB所带来的广告革命欢呼喝彩之后,也需要冷静下来思考RTB技术背后的局限性。

This is an era of information explosion. From the early adulthood of this century to the now hot RTB real-time bidding advertisements, both are products of the times and are revolutionary media solutions. They maximize ad reach by targeting audiences precisely, which means that the dominant “advertised” model is being replaced by the emerging “narrower” model. However, advertising has always been a product of the game between art and science, and can never be labeled as a “technological determinism.” As a result, after we applaud the ad revolutions brought about by RTB, we also need to calm down to think about the limitations of RTB technology.