Research On Advertising Communication Strategy In Multi-screen Era

The rapid development of the era is bound to make scientific and technological progress,the multi-screen era quietly.Multi-screen has become a trend,resulting in qualitative changes in the communication structure and pattern,as well as changes in the mode of communication,media forms and audience habits.Besides TV screen,mobile phone screen,computer screen,outdoor building screen,bus screen,subway screen and movie screen.What's more important is the various sizes of mobile device screens.The phenomenon of "phone never leave hand" and "phubbing clan" has clearly proved that "screen" has been integrated into our life and become an indispensable factor in our daily life.The multi-screen era has arrived.In this multi-screen environment,the audience's "focus" becomes the priority among priorities in advertising communication.In this age of information and images,and image are spreading rapidly,audience tastes are generally improved,single form,content of boring in mission cannot attract the audience's attention,the audience present a "fragmented" phenomenon,therefore,in order to achieve the goal of effective dissemination of information to a comprehensive understanding of the life shape of audience and psychological needs,so as to determine its focus.Advertisers have also been deeply aware of the arrival of the multi-screen era and the huge changes in consumer behavior,and they are also eager to adjust and optimize the communication strategy according to the current media form to achieve better communication effect,thus improving the efficiency.Much screen time,the interaction between media is indispensable,and has become an irreversible trend,digital network technology matures,the media can not only play their respective advantages in the mode of transmission,audience and so on various aspects are complementary,make the media diversity,advertising content is interesting,the way to spread the new,thus making the user experience more fun more convenient.