Research On In-Feed Ads In The Era Of Mobile Internet

With the continuous development of the Internet and the popularization of mobile devices that highlights smart phones,users' attention has shifted from PC to mobile.In the PC age,there is some space for advertisements such like pop-ups and banners.But now we come into the era of Mobile Internet,these space-occupying ads seems paticularly incongruously.As a result,the In-Feed ads,which concerns both mobile user's browsing experience and the advertising effect,is starting its booming growth.In-Feed Ads embodies not only the innovation on the form of advertising,but also the innovation on the content and the scene.First,they can be delivered to users precisely thanks to big data and automatic distribution technology they have based on.Second,In-Feed Ads provide advertisers with diversified choices of a variety of forms.In addition,In-Feed Ads are based on precise delivery technology to reach specific users in specific scenarios,which fit in with users' habits of fragmented reading and consumption in the mobile era.Lastly,In-Feed Ads cover all the mainstream application scenes like news browsing,information searching and video watching.Embedded in the flow of content,In-Feed Ads are set free.from the limited advertising space,which can save more available space for media.Furthermore,there is a big difference between In-Feed Ads and traditional ads in the perspective of communication theory.In-feed Ads add“scene" elements to the traditional“5W",which may transfer the initiative from communicators to consumers,transform audience from“masses" to“individuals" and integrate product efficiency.What's more,In-Feed Ads are evolved from "random distribution”with more advanced propagation method,which can be named“accurate arrival”that make the best use of every information to avoid unnecessary advertising investment for advertiser and uncalled-for interference with audience.In the context of communication strategy,the In-Feed Ads match with the common usage scenarios of smart phone users and reach the target audience directly.Interactive mechanisrn gets the audience and the advertiser,the audience and the audience communicate in depth.By active sharing through users,the Word-of-mouth communication may influence consumers' purchase intentions positively.As a result,the consumer's needs of information,entertainment,and consumption are satisfied.At the same time,advertisers will earn considerable profits and create a sense of brand.Finally,platforms can realize the traffic monetizing.Last but not the least,the article points out three main problems in the development of In-Feed Ads in light of specific cases:delivery mode lack of accuracy,unhealthy content ecology and the absence of continuous service.To make In-feed Ads function better in the future,suggestions for optimization are discussed in detail.