The Research For The Development Of Native Advertising

Native advertising is a new form of advertising ,which is desired to improve user experience , by the appearance of adaptation media and the style of content enter the door of media environment, and advances in providing the user worthy information.Its strong effect and low interference provide a solution to break the bottleneck of Internet advertising development. It takes native advertising as the research object,based on the perspective of development, and combs the idea of the original advertisement and the development of the practice through the research methods such as the literature research,the questionnaire survey and the case analysis,making a summary of the idea of the original advertisement idea generation, the market practice and the practice reflection. First of all,it is clear that the generation of native advertising idea is the inevitable result of the inherent evolution of advertising idea. It is the realistic product of new technology and new media innovation, and it is the positive choice to cope with the change of advertising market. Then, based on the domestic and foreign methods of classification of native advertisements and the analysis of the case of native advertisements, the paper concludes the manifestations and creative features of native advertisements. To study the effect of natural advertise,it is desired to use of questionnaires to grasp the way consumers take the acceptance of it. The questionnaires shows that consumer awareness of the natural ads is in a high level, but it is much higher when the ads fit their interest and need compare to traditional advertise. Although it shows a low level of consumer behavior, the overall acceptance is normal; native advertising acceptance is higher.It turns out that there are three difficulties in the development of the original advertising market base on the analysis of transplantation of natural ads and implement of marketing experiment. First, in the aspect of communication ethical anomie , there are these problems such as the conflict between customized brand news and news ethical norms,and the opposition of precise positioning of users and user privacy protection,and the creation subject generalization induced the abuse of social media resources, and the opposition of native advertising secretiveness and advertising must be identifiable; Second, in the aspect of creation ,it remains two big problem about the big gap of the quality of creation and the unfit in ideal and form.Third, in the aspect of effect monitoring, there are these problems such as the monitoring and evaluation system is immature,the fairness of monitoring is under question, lacking of professional certification to qualify the data from the third-party monitoring platform. From the problem discussed above, some decision should be made to monitor the possible risk. Such as improving legislation of the native advertising and strengthen self-discipline of industry and the media ; promotion of the Enthusiasm of consumers monitoring on public opinions ;accomplishment of professional creative team construction and disciplined trade platform; establishment of the natural advertising Evaluation system and improvement of the monitoring mechanism and monitoring technology development.