Research On The Immersive Effect Of The Real Time Bidding Advertising From The Perspective Of Scene Theory

As the big data technology is widley appiled in advertising,real time bidding advertising is popularized which signs the advertising market is transfering from seller to buyer.However,how to modify the presenting methods of real time bidding advertising to enhance comprehensive reading of the target audience;improve the effective broadcasting of single exposure;appeal to the audience's attention to realized immersive status;increase deep-seated broadcasting of advertising has became the main problem.So based on the raled survey on scenery theory and immersive communication,This paper mainly focus on the solution of how does real time bidding advertising involved the audience into itself to relize immersive status.In this paper,the scenery theory is set as research perspective;the indirect resarch is set as the research methods,which are mainly used for research on how to realize advertising immersive broadcasing.The whole paper can be divided into four parts.The first part is and introduction whcih mainly introduces the research on the application of immersive broadcasing and scenery theory in real time bidding advertising all over the world.Based on the existing research,we can easily find that the direction of evolution is almost the same.The previously reasearch mainly discuss on the technology method which ignore the advertising presenting problem itself,however,in the later research,we can easily found that the research mainly focus on the match problem of real time bidding advertising in different situtations.The second part mainly introduce the current application status of real time bidding advertising in China.With the enrichment of kinds of intellgent devices,the more and more complicated scenery status are supplied to real time bidding advertising.meanwhile,the exploratory trying on immersive effect is also started,however,because of the limitted understanding on scenery definition itself,which is limmited under the definition of phsical scenery,so one thing that in broadcasting scenery,the audience is included is easily ignored.In the third part,the problem and reason of immersive advertising effect lackness is mainly discussed.it is easily found that the blindness appeal to data technology become the main problem.Meanwhile,the ignore of the value of the creative expression in advertrising content and the induced value of advertising itself,the misunderstanding on scenery concept will all lead to the ignore of the "five power" appliction during the process of advertising meets users' needs.Finally,in the fourth part,some of the solution to the broadcasing of real time bidding advertising both in technology perspective,content perspective and audience perspective.It is suggested to analyse the audience potential needs in comprehensive way in technology perspective,in content perspective,it is suggested to pay more attention to the increase not only the creative of content and inducced value of advertising itself,but also the insight meaning of advertising.In the audience perspective,it is suggested to improve the prviate information protection,fully follow the "0.1" principle,increse the frequency of this new type advertising use which will lead to the realize of user immersive status.