What is digital advertising?

Digital advertising refers to the fact that the vehicle for presenting advertising content is digital media, commonly known as streaming media.

The five golden rules of digital advertising:

1. Capture interest and attention

New media consumers already know what to do when, where and why to pay attention to advertising messages. However, capturing interest and attention remains a prerequisite for successful advertising.

Trying to reach consumers at the right place at the right time and capture their attention requires considering more channels and platforms than ever before in ad execution. Mobile ads, gaming ads, community sites and interactive contests are all gaining new value as advertising channels. The appeal of these channels is growing, and the target market in these channels is younger, more web savvy in general, more connected to the web, and more inclined to multitask. However, they are also more savvy about leveraging their privilege to control when, where, in what format, and why they view ads.

Integrated advertising strategies and cross-promotional concepts that deliver advertising messages across multiple channels are increasingly recognized as keys to success. At the same time, advertisers are learning to combine resources to attract and hold consumers' attention using combined messages, often based on brand equity and interest in two or more products or services.

The power of promotion to cut through the clutter and capture consumer interest and attention has also blurred the lines between advertising and promotional strategies. Gradually, the two separate budgets are being considered as part of an integrated marketing strategy, and digital technologies and media are becoming more harmonized with traditional media practices and channels. In the war for interest and attention waged by competing brands, this trend will undoubtedly be extended through new media channels and promotional concepts, as consumers who have grown up with the web do not necessarily see advertising as an integral part of their media experience.

2. Expanding engagement

Engagement is a hot new metric. In the war for consumer attention, "time spent" is a valuable measure of the success of advertising communications, but delivering an impression does not necessarily equate to consumer attention and interest. Impressions are divided into different levels; are they communicated in an environment where consumers are able to scan, fast-forward, skip, and abandon the content at the click of a button? All of these factors need to be taken into account.

As a result, it is becoming increasingly valuable and effective to truly engage consumers and make them pay attention to the advertising message. Taking the time to engage, especially if the engagement is interactive, is a clear sign that the message has reached interested and attentive consumers, as evidenced by the time and action they have invested.

3. Reinforcement of consumer brand memory and loyalty

Digital media and technologies offer new and powerful ways to accomplish this goal by reaching as many consumers as possible through a wide variety of platforms, with messages of varying lengths and complexity. The use of integrated communication strategies - a combination of traditional and digital media platforms, the adoption of flexible communication methods, and the application of a variety of communication messages can strengthen brand recall and loyalty. Whether these messages are about price, value, brand or product attributes, nothing is now more powerful than the power of community or the impact of promotion. Consumers now receive validation and message reinforcement from other consumers, while the opinions or testimonies of other consumers are far more important and influential than the messages conveyed by vendors.

4. Increasing willingness to buy

Discounts, coupons, free sample trials, low-cost financial options, zero-risk trials, and time-limited promotional pricing are some of the ways that are being commonly used to increase willingness to buy. Such incentive-based promotions are often used to help consumers overcome internal barriers to purchasing a product and complete the purchase. These barriers are "silent" at the point of sale and often lead to cart abandonment and lost opportunities.

Overcoming consumers' internal barriers to completing a sale should be the goal of advertising in the digital age. Being able to create a shopping cart as part of a website or mini-site, send a shortcode via cell phone, or even buy remotely through a digital delivery system is becoming much faster.

5. Building opt-in databases and viral marketing databases

The key difference between traditional and digital media is the ease with which digital media can identify members of an audience and establish two-way communication through responsive, willing individuals in that audience. Building opt-in customer databases creates a valuable resource that all businesses can use to communicate with their customers, including notifications, incentives, thank-you's, and re-sells, thereby increasing the lifecycle value of those customers. License-based marketing was one of the breakthrough concepts of digital marketing, a concept that is still a valuable advertising concept today.

Advertisements can be used not only to drive prospects to registration pages related to sweepstakes or contest entries or purchase opportunities, but also to incentivize them to "forward the information to a friend," thus expanding the reach of the prospect to people who may not have seen or responded to the ad.

Incentivizing people to become evangelists for a product, service, special offer, or opportunity can be accomplished by extending the incentive to their friends and rewarding the original customer. Extra slots in a sweepstakes, a discount if a referred friend makes a successful purchase, or other targeted and shared incentives are ways to make a special offer or advertising message more appealing. Of course, the medium itself is often the message, and some clever brand- or product-centered rich-media messaging can spread the message to friends of the original message recipient in relative isolation.

Today, the simplicity of email-based, text-messaging and MMS communications makes it possible to disseminate complementary and effective advertising messages, including sending rich media elements to referrals, with the added benefit of the like-for-like crowd-sourced testimonials that accompany them.

Industry trends

Statistics at the end of 2008 show that the number of advertising companies in China reached 117,200, the biggest gap in the market practitioners is the high-quality creative editors and directors and high-quality production staff, the specificity of advertising, which determines that it is a high demand for the production of technical requirements, involving a wide range of professional knowledge, which is even more important for the practitioners of the overall quality, and these high-quality personnel often determine the quality of an advertisement. High-quality personnel often determines the success or failure of an advertisement in the market. Our course from the beginning to give you a broad open space, so that students have more and more extensive contact, understanding, in-depth study of all aspects of the digital advertising industry. From Ning Hao's "Crazy Stone" to Mike Bay's "Transformers", we have been working on a wide range of projects over the years. Bay "Transformers", the accumulation of many years of experience in the production of advertising laid the foundation for today's filmmakers , from advertising director to film director, they realized their dream of film.

In today's rapidly developing technology and audio-visual era, digital technology has become the main means of visual expression of film and television, digital production will also become an important development trend in the field of advertising and other film and television, digital talents in the field of advertising is one of the most scarce in the 21st century. Based on the advertising in the digital field of professional video production courses, advertising field to hire experts in the industry, for students who aspire to become advertisers tailored to the practice of experiential courses, this course is divided into creative creation, audio-visual analysis, film and television directing basics, filming and creation, post-production of five major parts of the course, through the study of this course, the students can learn about the advertising planning, production, performance and advertising TVC. Through the study of this course, students can understand the planning, production, performance of advertising and advertising TVC, advertising CF, TV MV, promo PROMO process specification, and according to their own specialties, to choose their own employment in the field of advertising direction.