How should the traditional advertising industry follow the trend?

Since the rise of new media, the advertising industry has ushered in unprecedented drastic changes, not only enjoying the dividend brought by the Internet, but also facing the dilemma brought by the decline of traditional media. Generally speaking, the advertising industry is advancing with the progress of media and technology, and challenges and opportunities coexist.

The promotion of triple play has brought many challenges to the development of advertising industry. By effectively integrating telecommunication network, Internet and radio and television network, triple play will promote the networking and digitalization of media terminals represented by mobile phones, computers and televisions, thus profoundly changing the law of information dissemination and the way the audience contacts information.

Influenced by multiple factors, traditional media dropped by 6.2% in the first half of 20 16, the biggest drop in recent years. At the same time, the contribution of traditional media to the growth of advertising market has declined, and new media is in the ascendant.

According to the "Analysis Report on Market Foresight and Investment Planning of China Advertising Machine Industry" issued by Forward-looking Industry Research Institute, after the convergence of the three networks, the development of media will provide a richer performance platform for advertisements and allow advertisements to gain more room for growth. In the next five years, it will maintain a relatively fast growth rate, with a compound annual growth rate of around 8%. It is estimated that by 2022, the market scale is expected to exceed 654.38+000 billion yuan.

Finally, reconstruct communication and change service mode. At present, marketing communication is in an era of change and chaos, and digital advertising communication enterprises are beginning to dominate the market. Traditional media centralism is being replaced by consumer centralism, and the key words of marketing communication have changed from "advertisement" and "channel" to "interaction", "experience" and "content", which are changing the service mode of advertising companies and the communication is being reconstructed.