What are the characteristics of all media?

1. Personalization of advertising audience demand

In the era of all-media, the characteristics of digitalization, diversification and integration of media have had an unprecedented impact on the advertising communication environment, the most prominent of which is the reception and feedback of audience information.

Diversified audience demand and subdivided audience market make advertising communication activities more and more difficult, and the advertising communication effect is more and more difficult to control. How to break through the tight encirclement has become the focus of advertising industry in the all-media era.

2. Diversification of advertising audience's media contact.

The rapid development of the Internet has accelerated the diversion of traditional media audience resources. The result of the game between old and new media is to promote the increase of compound audiences and diversify the types of media that people contact daily.

In addition, some data show that nearly 30% of viewers have transferred their original TV watching time to the Internet, mobile terminals and newspapers. The communication mode in the all-media era is actually a compound communication mode reconstructed by many single media.

3. Interactive use of media by advertising audience.

The all-media communication environment based on network technology is highly interactive, whether it is network media, mobile phone application platform, IPTV, digital broadcasting or e-reader.

Weibo, WeChat, QQ and other social networking platforms. They are constantly updating and optimizing the system, making the interaction of digital media more and more humanized, real-time and experiential.