Native Advertising Development Research

Human society follows the development logic of new communication technology-new media form-new advertising form.The emergence of native advertising must have been developed in a particular technological context and medium environment,so it is necessary to look at the development of the native AD in terms of development.In this paper,we study considered native advertising in marketing scenario to promote advertising content innovation,improve social media ads in interpersonal communication,digital transmission influence brought under the background of their own salvation,for the audience to shift roles and behaviors,content and channel resources,advertising industry chain adjustment and media factors such as the liquid pressure developed many collections in the form of advertising.Under the background of mobile Internet,new and old media combined with its own characteristics and product features to carry out the native advertising business development,gradually formed social platform native,application/tools native,keyword search native-like native and news media,video platform native five types.It has the same concept of product placement,content marketing,marketing and viral marketing concepts that overlap with "stealth","intrusive","incompatibilities" and "sharing".In practice,however,the native advertisement achieves the consistency from the organoleptic experience to the emotional experience,from the function to the sublimation of the value resonance,from the target group to the target individual,from short interaction to continuous communication,"consistency","usefulness","accuracy" and "mutual activity" become the key features of the native advertising.But new things for a short period of stage of development still faces restrict its factors and difficulties.Native advertising is difficult to realize large-scale trading,difficult to ensure the quality of advertising;No difference form both sides of the audience to accept effect,make advertising management knows where;Advertising is an indication of public dishonesty,harassment and abuse.This paper proposes to construct a user complete scene to improve the accuracy and efficiency of programmatic purchase in satisfying user behavior and psychological needs,and provide a reference scheme for large-scale transaction.It is a good idea to use a credibility assessment guide to the management and ethical issues of the original advertising.In the future,native advertising will be more integrated into the user experience,but it will be more like advertisement,embedded in the website,but content is more selfdisciplined.