Application Research Of Context In Mobile Internet Advertising

After the concept of “context” was introduced into China as a proper noun in the field of communication,it attracted wide attention from academia and industry.Mobile Internet advertising is a field with many context application cases,and its involving a wide range of industries and brands.The industry has made a lot of successful attempts,the research in the academic circles also shows a growing trend year by year.Research on the context application of mobile Internet advertising from the perspective of integrity and development is of great significance to the future development of this field.Experienced the accumulation of the embryonic and exploratory period,at present,the application of mobile Internet advertising context in China has entered the development stage.Many new forms of advertising have emerged.The application of context mainly includes context self-making,context borrowing situation and context consumer linking.In a large number of project practices in the industry,context application can not only enrich the form and theme of advertising,but also play a great role in gathering target audiences,expanding profit channels and enhancing brand image.In the process of application,the law of combination of virtual & reality,individuality & generality,and tradition & modernity has been shown on the whole.However,there are still some problems in the application of mobile Internet advertising context,such as the decline of context content quality,context theme is relatively single,the construction of the context is simple and blunt,and the neglect of user retention in context transformation.In order to solve these problems,we must innovate the application content of context,encourage public service advertising,tap the core value of brands,and guide users to participate.Mobile Internet advertising will have a broad prospect in the future.Based on a large number of literature and case studies and in-depth interviews with practitioners in the industry,this paper studies context application as an angle of mobile Internet advertising development,and analyses its application.It will be helpful to the research of the latter and make the mobile Internet advertising industry develop in a better direction.